PERAN PUBLIC RELATIONS DALAM REBRANDING PASARAYA DEPARTMENT STORE

Pangesti, Silviana Dwi (2026) PERAN PUBLIC RELATIONS DALAM REBRANDING PASARAYA DEPARTMENT STORE. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.

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Abstract

The transformation of the retail industry and the growing dominance of e-commerce have encouraged companies to redefine their organizational identity. Pasaraya Department Store, one of the iconic shopping centers in the Blok M area, has undergone a rebranding process from a traditional department store into a retail property that provides office space, coworking space, and a creative hub. This transformation requires the active role of Public Relations (PR) in communicating the organization's new identity to the public. This study aims to describe the public relations strategy implemented in the rebranding process of Pasaraya Department Store. The research adopts Juntunen's rebranding theory, which consists of seven stages: triggering, analyzing and decision making, planning, preparing, launching, evaluating, and continuing. A descriptive qualitative approach was employed, with data collected through in-depth interviews with key informants and informants, observations, and documentation. Data were analyzed using the interactive model of Miles and Huberman, including data reduction, data display, and conclusion drawing. The findings reveal that Pasaraya's Public Relations performed three primary roles: expert prescriber, communication facilitator, and problem solver. The rebranding was implemented through a soft rebranding strategy using a gradual approach without a formal launch. Pasaraya's new identity as a creative hub has gradually been accepted by the public, as indicated by the increasing number of visitors and the growing enthusiasm for the events organized.

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:	Creative hub, organizational communication, Pasaraya, public relations, rebranding
Faculty:	Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1
Depositing User:	Ms. Silviana Dwi P
Date Deposited:	29 Sep 2026 08:59
Last Modified:	29 Sep 2026 08:59
URI:	http://repository.umindonesia.ac.id/id/eprint/10996

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