International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Corporate Communication Strategy for Business Repositioning A Case Study in PT Garuda Indonesia Tbk.
Gloria Angelita, Kholil, Titi Widaningsih, Jamalullail

The purpose of the research is to determine the role of corporate communication strategy in the process of repositioning the business of PT. Garuda Indonesia, Tbk in achieving a Five Star Airline (2015-2018). The research method in this study was a descriptive study with a qualitative approach. The sampling technique in this study using purposive sampling technique. The results showed that corporate communication has significantly speed up and strengthen the repositioning of Garuda. There are 7 areas to be repositioned as follows: the vision and mission of Garuda, Garuda business positions, HR Garuda, Image / image of Garuda, Garuda investment, IT Garuda, Garuda and the Organization of the Garuda. Garuda Indonesia Corporate Communication Division has chosen Direct formats messages through activities, face to face with consumen well in the event of travel fair, gathering family and funwalk and Focus Group Discussion with the members of the media, while indirect with engine development information as communication channels based on technology from the company. P.T Garuda Indonesia Tbk within its organization does not own a Public Relation section as a center / central establishment and the flow of communication activities within the organization, however all is managed by the Public Relations Division (Company Corporate Communication), however PR function still perform the function of public relations. As for external communications related to consumers and stakeholders and business associates, Garuda involving business marketing unit.

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