Strategi Public Relations Museum Mandiri Dalam Membangun Citra Sebagai Destinasi Wisata Edukasi

Solehah, Nadiatu (2026) Strategi Public Relations Museum Mandiri Dalam Membangun Citra Sebagai Destinasi Wisata Edukasi. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.

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Abstract

This study aims to examine the Public Relations strategies employed by the Bank Mandiri Museum to build its image as an educational tourism destination, particularly given the public's generally low interest in museums—which are often perceived as boring. The role of Public Relations is crucial in fostering a positive public perception through the implementation of systematic and well-planned communication strategies. This research employs a qualitative descriptive approach, with data collected through in-depth interviews, observation, and documentation. The informants providing the data included the museum supervisor, the Bank Mandiri Museum Public Relations team, and museum visitors. The collected data were analyzed inductively by linking field findings to Thomas L. Harris’s PENCILS theory, which encompasses Publications, events, News, community involvement, Inform or Image, Lobbying and Negotiation, and Social Responsibility. The results indicate that the Bank Mandiri Museum implements an integrated Public Relations strategy utilizing digital media, events, media relations, community engagement, image building, stakeholder collaboration, and Social Responsibility programs. These strategies have successfully shifted public perception of the museum from an antiquated space to an engaging, interactive, and relevant educational tourism destination for diverse audiences, especially the younger generation.

Item Type:	Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1))
Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi:	Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Hartini, Tin 0415077901
Keywords / Kata Kunci:	Museum Image, Bank Mandiri Museum, Public Relations Strategy, Educational Tourism.
Subjects:	Jurnalistik Ilmu Komunikasi
Faculty:	Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1
Depositing User:	Ms. Nadiatu Solehah
Date Deposited:	11 Sep 2026 08:32
Last Modified:	11 Sep 2026 08:32
URI:	http://repository.umindonesia.ac.id/id/eprint/10733

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