Strategi Komunikasi Digital Berbasis VRIO dalam Pengelolaan Kampanye #SayaBerbudayaSafety oleh Corporate Communication KPP MINING

Abstract

Penelitian ini bertujuan menganalisis strategi komunikasi digital yang diterapkan oleh Corporate Communication PT Kalimantan Prima Persada (KPP MINING) dalam pengelolaan kampanye internal #SayaBerbudayaSafety serta menganalisis bentuk pesan dan media komunikasi yang digunakan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan pendekatan VRIO (Value, Rarity, Imitability, Organization). Hasil penelitian menunjukkan bahwa strategi komunikasi digital dijalankan melalui content planning, content pillar, dan pemanfaatan media digital internal. Bentuk pesan disusun melalui pendekatan persuasif, edukatif, dan visual yang disesuaikan dengan karakteristik audiens internal perusahaan. Dengan demikian, strategi komunikasi digital #SayaBerbudayaSafety terbukti memenuhi unsur VRIO sehingga mendukung keberlanjutan penyebaran budaya keselamatan kerja di lingkungan perusahaan.

This study aimed to analyze the digital communication strategy implemented by the Corporate Communication Division of PT Kalimantan Prima Persada (KPP MINING) in managing the internal #SayaBerbudayaSafety campaign and to examine the message forms and communication media used. The study employed a descriptive qualitative approach with a case study method. Data were collected through interviews, observations, and documentation, and were analyzed using the VRIO (Value, Rarity, Imitability, Organization) framework. The findings showed that the digital communication strategy was implemented through content planning, content pillars, and the utilization of internal digital media. The campaign messages were designed using persuasive, educational, and visual approaches tailored to the characteristics of the company’s internal audience. The findings also indicated that the #SayaBerbudayaSafety digital communication strategy fulfilled the VRIO elements, thereby supporting the sustainability of occupational safety culture dissemination within the company.