Strategi Corporate Communication PT Amerta Indah Otsuka dalam Membangun Customer Experience melalui Otsuka Factory Visit Sukabumi

Abstract

Penelitian ini dilatarbelakangi oleh perubahan pola komunikasi perusahaan di era digital yang menuntut perusahaan tidak hanya menyampaikan informasi, tetapi juga membangun pengalaman bermakna bagi publik. PT Amerta Indah Otsuka melalui program Otsuka Factory Visit Sukabumi menerapkan strategi corporate communication berbasis open factory dan edutainment untuk membangun customer experience pengunjung. Penelitian ini bertujuan menganalisis strategi corporate communication PT Amerta Indah Otsuka berdasarkan teori Paul Argenti. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam, observasi, studi literatur, dan dokumentasi. Hasil penelitian menunjukkan bahwa PT Amerta Indah Otsuka menyampaikan pesan yang edukatif, interaktif, dan konsisten mengenai kualitas produk, proses produksi, serta filosofi perusahaan. Otsuka factory visit mampu menciptakan customer experience dalam membangun pemahaman, kepercayaan, keterlibatan emosional, serta pandangan pengunjung terhadap perusahaan dan produknya.

This research is motivated by changes in corporate communication patterns in the digital era, which require companies not only to deliver information but also to create meaningful experiences for the public. PT Amerta Indah Otsuka, through the Otsuka Factory Visit Sukabumi program, implements a corporate communication strategy based on the concepts of open factory and edutainment to build visitors’ customer experience. This study aims to analyze the corporate communication strategy of PT Amerta Indah Otsuka based on Paul Argenti theory. The research employs a descriptive qualitative approach through in-depth interviews, observations, literature studies, and documentation. The findings show that PT Amerta Indah Otsuka delivers educational, interactive, and consistent messages regarding product quality, production processes, and the company’s philosophy. The Otsuka Factory Visit is able to create customer experience by building visitors’ understanding, trust, emotional engagement, and perceptions toward the company and its products.