Pengaruh Strategi Komunikasi Berbasis Public Relations Model terhadap Tingkat Reputasi Organisasi Sektor Publik (Kasus: Program Beasiswa Bank Indonesia Tahun 2024 pada Regional Departemen Komunikasi Bank Indonesia)

Abstract

Reputasi buruk dapat merusak kepercayaan masyarakat terhadap setiap kebijakan maupun program pada organisasi sektor publik, sehingga mengancam keberlanjutan dan eksistensi organisasi. Berbagai strategi komunikasi diterapkan untuk mempertahankan reputasi, salah satunya Public Relations (PR) dalam kasus program Beasiswa Bank Indonesia. Penelitian ini menganalisis pengaruh keefektifan strategi komunikasi berbasis model-model PR terhadap tingkat reputasi Bank Indonesia, serta mengidentifikasi model yang paling berpengaruh. Penelitian kuantitatif ini menggunakan metode survei terhadap 68 penerima beasiswa tahun 2024 pada Regional Departemen Komunikasi Bank Indonesia, dengan data kualitatif dari observasi dan wawancara mendalam sebagai pendukung. Analisis data menggunakan metode Structural Equation Modeling-Partial Least Squares. Temuan menunjukkan strategi two-way symmetric paling berpengaruh signifikan terhadap reputasi Bank Indonesia, tetapi implementasi strategi public information dan two-way asymmetric tetap berkontribusi pada keefektifan komunikasi program meskipun pengaruhnya terhadap reputasi tidak signifikan secara statistik.

A bad reputation can damage public trust in any policies or programs in public sector organizations, thereby threatening the sustainability and existence of the organization. Various communication strategies are applied to maintain reputation, one of which is Public Relations (PR) in the case of the Bank Indonesia Scholarship program. This study analyzes the effect of communication strategies based on PR models on the level of Bank Indonesia's reputation, as well as identifying the most influential models. This quantitative research uses a survey method of 68 scholarship recipients in 2024 at the Regional Communication Department of Bank Indonesia, with qualitative data from observations and in-depth interviews as support. Data analysis used the Structural Equation Modeling-Partial Least Squares method. The findings show that the two-way symmetric strategy has the most significant effect on Bank Indonesia's reputation, but the implementation of public information and two-way asymmetric strategies still contributes to the effectiveness of program communication even though the effect on reputation is not statistically significant.