STRATEGI KOMUNIKASI HUMAS PERUMDA PASAR JAYA DALAM MENSOSIALISASIKAN PASAR MURAH MELALUI PENYALURAN PROGRAM KARTU JAKARTA PINTAR UNTUK PELAJAR

Abstract

This research aims to know the communication activities of public relations of Pasar Jaya in socializing the cheap market through the distribution of the Jakarta Pintar card program for students. The concept that authors use in conducting this research uses the four steps of communication from the use of Cutlip, Center, and Broom, where target targets are external public used in communication strategy. The research uses post- positivism paradigm and qualitative approach with qualitative descriptive method. The collection of data obtained through a non-participant observation, interviews and documentation. The results showed that the public relations strategy of Perumda Pasar Jaya in the distribution of Jakarta Pintar card program using four steps of communication such as Defining Problem (what is the problem that is happening) many Jakarta students who lack basic needs, Planning and Programming (deciding on program planning) to create a market that contains basic needs, Taking Action and Communication (communication steps on implementing the program) create banners around the market area and through the distribution of brochures to schools and Evaluating the Program (evaluation of the results of the programs that have been executed) makes Meetings after doing cheap markets.