Nurhijah, Sulis (2026) Pengelolaan Citra Baru Rumah Sakit Umum Daerah: Studi deskriptif pada Manajemen Humas RSUD Welas Asih. Sarjana thesis, UIN Sunan Gunung Djati Bandung.
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Abstract
INDONESIA: Perubahan identitas pada lembaga pelayanan publik merupakan salah satu strategi untuk memperkuat citra dan menyesuaikan diri dengan perkembangan kebutuhan masyarakat. RSUD Al-Ihsan Provinsi Jawa Barat melakukan rebranding menjadi RSUD Welas Asih sebagai bagian dari upaya membangun identitas baru yang mencerminkan nilai pelayanan humanis dan budaya lokal. Penelitian ini bertujuan untuk mengetahui proses pengelolaan citra baru RSUD Welas Asih melalui tahapan corporate rebranding menurut Muzellec dan Lambkin, yaitu repositioning, renaming, redesigning, dan relaunching. Penelitian menggunakan metode deskriptif kualitatif dengan paradigma konstruktivistik dan pendekatan interpretif. Data diperoleh melalui wawancara mendalam (in-depth interview) terhadap empat informan yang dipilih menggunakan teknik snowball sampling, serta didukung oleh observasi dan studi dokumentasi. Hasil penelitian menunjukkan: 1) Repositioning dilakukan dengan menciptakan posisi baru rumah sakit sebagai rumah sakit milik Pemerintah Provinsi Jawa Barat dan menyesuaikan posisi rumah sakit dengan lingkungan eksternal. 2) Renaming dilakukan dengan membentuk nilai nama “Welas Asih” serta memperkenalkan nama tersebut kepada stakeholder internal dan eksternal. 3) Redesigning dilakukan dilakukan dengan mempresentasikan nilai “Welas Asih” melalui logo dan identitas visual baru. 4) Relaunching dilakukan dengan memperkenalkan nama dan logo baru melalui media publikasi, mengomunikasikan identitas baru kepada stakeholder eksternal, serta membangun awareness dan adopsi nama RSUD Welas Asih. Berdasarkan hasil penelitian dapat disimpulkan bahwa Manajemen Humas RSUD Welas Asih mengelola citra baru melalui perubahan posisi, nama, identitas visual, serta komunikasi identitas baru yang dilakukan secara bertahap kepada publik. ENGLISH: Identity transformation in public service institutions is one of the strategies used to strengthen an organization’s image and adapt to the evolving needs of society. RSUD Al-Ihsan underwent rebranding to become RSUD Welas Asih as part of an effort to establish a new identity that reflects humanistic service values and local cultural values. This study aims to examine the process of managing the new image of RSUD Welas Asih through the stages of corporate rebranding proposed by Muzellec and Lambkin, namely repositioning, renaming, redesigning, and relaunching. This study employs a descriptive qualitative method with a constructivist paradigm and an interpretive approach. Data were obtained through in-depth interviews with four informants selected using the snowball sampling technique, supported by observation and documentation. The results show that: 1) Repositioning was carried out by establishing a new position as a hospital owned by the Government of West Java Province and adapting the hospital’s position to the external environment. 2) Renaming was carried out by establishing the value of the name “Welas Asih” and introducing it to internal and external stakeholders. 3) Redesigning was carried out by presenting the value of “Welas Asih” through a new logo and visual identity. 4) Relaunching was carried out by introducing the new name and logo through hospital publication media, communicating the new identity to external stakeholders, and building awareness and adoption of the name RSUD Welas Asih. Based on the findings, the Public Relations Management of RSUD Welas Asih manages its new image through changes in the hospital’s position, name, visual identity, and communication of the new identity carried out gradually among the public.
| Item Type: | Thesis (Sarjana) |
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| Uncontrolled Keywords: | Pengelolaan Citra; Corporate Rebranding; Manajemen Humas; RSUD Welas Asih |
| Subjects: | Communities Communications Telemunications |
| Divisions: | Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat |
| Depositing User: | Sulis Nurhijah |
| Date Deposited: | 11 Nov 2026 04:04 |
| Last Modified: | 11 Nov 2026 04:04 |
| URI: | https://digilib.uinsgd.ac.id/id/eprint/145308 |
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