Impression management Pt Indofood Cbp Sukses Makmur Tbk pada program Factory Visit

Islamiati, Asti Indah (2025) Impression management Pt Indofood Cbp Sukses Makmur Tbk pada program Factory Visit. Sarjana thesis, UIN SUNAN GUNUNG DJATI BANDUNG.

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Abstract

INDONESIA: Program Factory Visit yang diselenggarakan oleh PT Indofood CBP Sukses Makmur Tbk merupakan strategi komunikasi untuk membentuk citra positif melalui keterlibatan langsung masyarakat dalam memahami proses produksi. PT Indofood mengelola persepsi publik melalui teori Impression Management dengan menggunakan konsep tipologi presentasi diri yang dikembangkan oleh Jones dan Pittman. Penelitian ini bertujuan untuk mengetahui penerapan strategi Impression Management oleh PT Indofood CBP Sukses Makmur Tbk dengan fokus pada tiga tipologi utama, yaitu ingratiation, self-promotion, dan exemplification. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi partisipatoris pasif, dan dokumentasi aktivitas selama program berlangsung. Hasil dari penelitian menyimpulkan bahwa PT Indofood CBP Sukses Makmur Tbk menerapkan strategi Impression Management melalui tiga tipologi presentasi diri. Strategi Ingratiation diterapkan dalam program Factory Visit melalui tujuh bentuk pendekatan, yakni sambutan hangat sejak awal kedatangan peserta; komunikasi verbal dan non-verbal; aktivitas interaktif seperti jingle dan mini games; peran staf Public Relations (PR) dan Quality Control (QC); tanggapan terbuka dan persuasif kepada peserta saat sesi tanya jawab; pemberian merchandise sebagai bentuk apresiasi; serta evaluasi oleh staf PR. Strategi Self-Promotion tercermin melalui penyampaian informasi yang menonjolkan pencapaian dan keunggulan perusahaan, seperti penyampaian langsung oleh supervisor PR mengenai reputasi dan prestasi perusahaan; penggunaan media visual berupa slideshow, company profile, dan video proses produksi; representasi kompetensi tim internal melalui kehadiran supervisor PR dan QC; penegasan keunggulan produk; pengalaman langsung peserta melalui kunjungan dan interaksi; serta sesi tanya jawab yang digunakan untuk menjawab isu dan hoaks. Strategi Exemplification diterapkan melalui penonjolan nilai moral dan etika perusahaan,seperti penekanan pada sikap jujur, transparan, dan bertanggung jawab; komitmen terhadap mutu dan etika kerja; penyampaian dedikasi sosial dan kepedulian lingkungan dalam sesi company profile; penampilan keteladanan secara langsung kepada peserta; serta profesionalisme tim dalam perencanaan dan pelaksanaan kegiatan. ENGLISH: The Factory Visit program organized by PT Indofood CBP Sukses Makmur Tbk is a communication strategy aimed at shaping a positive public image through direct community engagement in understanding the production process. PT Indofood manages public perception using the theory of Impression Management by applying the self-presentation typology developed by Jones and Pittman, particularly in the implementation of the Factory Visit program. This study aims to explore the application of Impression Management strategies by PT Indofood CBP Sukses Makmur Tbk, focusing on three main typologies: ingratiation, self-promotion, and exemplification. This research employs a qualitative approach using a descriptive method. Data collection techniques include in-depth interviews, passive participatory observation, and documentation of activities during the program. The research concludes that PT Indofood CBP Sukses Makmur Tbk implements an Impression Management strategy through three self-presentation typologies. The Ingratiation strategy is applied in the Factory Visit program using seven approaches: a warm welcome upon participants' arrival; verbal and nonverbal communication; interactive activities such as jingles and mini-games;involvement of Public Relations (PR) and Quality Control (QC) staff; open and persuasive responses during Q\&A sessions; distribution of merchandise as a form of appreciation; and evaluations conducted by PR staff. The Self-Promotion strategy is reflected in the delivery of information that highlights the company’s achievements and strengths, including direct presentations by the PR supervisor on corporate reputation and accomplishments; the use of visual media such as slideshows, company profiles, and production process videos; showcasing internal team competencies through the presence of PR and QC supervisors; emphasizing product excellence; allowing participants to experience the process firsthand through visits and interactions; and Q\&A sessions used to address issues and rumors. The Exemplification strategy is implemented by emphasizing the company’s moral and ethical values, such as honesty, transparency, and responsibility; commitment to quality and work ethics; highlighting social dedication and environmental awareness in the company profile session; demonstrating exemplary behavior to participants; and showcasing the team’s professionalism in planning and executing the program.

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