MANAJEMEN KOMUNIKASI DIGITAL OLEH DEPARTEMENT CORPORATE COMMUNICATION

Nugraha, Adhyasa Henry (2025) MANAJEMEN KOMUNIKASI DIGITAL OLEH DEPARTEMENT CORPORATE COMMUNICATION. Skripsi thesis, UNIVERSITAS SANGGA BUANA.

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Abstract

This research was conducted to find out “PT Bio Farma's Digital Communication Management Strategy in Supporting the National and Global Vaccination Programs”. The research aims to identify the digital communication strategies implemented, understand the challenges faced during the COVID-19 pandemic, and evaluate the effectiveness of these communication practices in building public trust and supporting the success of the vaccination program. This research uses a qualitative method with a case study approach. Data were collected through interviews, observation, and documentation. The data analysis techniques used include data condensation, data reduction, and data validation to ensure the validity of the findings. The results showed that: (1) The digital communication strategy carried out by PT Bio Farma in supporting the vaccination program includes the use of social media platforms, official websites, and collaboration with various related parties for education and handling hoaxes. (2) The main challenge faced is the spread of hoaxes and misinformation which requires appropriate handling strategies, including providing accurate and transparent information. (3) The strategies implemented are considered effective in building public trust and increasing public education related to vaccination, including through digital communication innovations that are empathetic and adaptive to the dynamics of public issues.

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