STRATEGI MEDIA RELATIONS DALAM MENINGKATKAN BRAND IMAGE DIREKTORAT JENDERAL PAJAK

Suniah, Suniah (2024) STRATEGI MEDIA RELATIONS DALAM MENINGKATKAN BRAND IMAGE DIREKTORAT JENDERAL PAJAK. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This research discusses the media relations strategy to improve the brand image of the Directorate General of Taxes, with a focus on optimizing its use. The money laundering case by one of the officials and the controversy related to the source of his family's wealth have had a negative impact on the image of the Directorate General of Taxes. To overcome this, public relations applies a media relations strategy as an effort to improve its image. This research uses a qualitative method with a descriptive approach, which involves observation, in-depth interviews, and documentation. The purpose of the study is to find out the public relations of the Directorate General of Taxes in improving brand image through media relations strategies and to find out the results of the implementation of media relations strategies by the Directorate General of Taxes affecting brand image. Data analysis using the Miles and Hubberman model, carried out continuously until the data is saturated. The results of the study show that the implementation of the media relations strategy based on the Frank Jefskin concept by the public relations of the Directorate General of Taxes has succeeded in improving the brand image and changing public perception positively. This success is shown by the community's compliance in fulfilling the obligation to pay the Annual Tax Return in 2023 on time.

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