PENERAPAN MODEL KAMPANYE OSTERGRAAD PADA HUMAS KEMENTERIAN PERHUBUNGAN DALAM MENSOSIALISASIKAN PROGRAM MUDIK GRATIS LEBARAN 2025

ARUM AMANDA INDRAYATI, . (2025) PENERAPAN MODEL KAMPANYE OSTERGRAAD PADA HUMAS KEMENTERIAN PERHUBUNGAN DALAM MENSOSIALISASIKAN PROGRAM MUDIK GRATIS LEBARAN 2025. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tradisi mudik lebaran memicu lonjakan mobilitas masyarakat yang berdampak pada kemacetan dan tingginya angka kecelakaan, terutama pengguna sepeda motor. Program Mudik Gratis yang diselenggarakan oleh Kementerian Perhubungan menjadi solusi untuk mengurangi risiko tersebut. Tujuan penelitian ini untuk mengetahui bagaimana strategi kampanye yang dilakukan oleh Humas Kementerian Perhubungan dalam menyosialisasikan program mudik gratis pada angkutan lebaran tahun 2025. Penelitian ini menggunakan Model Kampanye Leon Ostergaard yang dikembangkan oleh Venus sebagai kerangka teoritis utama. Model ini membagi proses kampanye ke dalam tiga tahap, yakni identifikasi masalah, pengelolaan kampanye, dan evaluasi. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Informan terdiri dari pihak Humas Kementerian Perhubungan serta peserta program mudik gratis. Hasil penelitian menunjukkan bahwa penerapan model kampanye Ostergraad pada humas kementerian perhubungan dalam menyosialisasikan program mudik gratis lebaran telah mengikuti tahapan model Ostergaard secara terstruktur. Mulai dari identifikasi masalah, perancangan kampanye melalui media digital dan sosialisasi langsung, hingga evaluasi. Kesimpulan dari penelitian ini menyatakan bahwa model kampanye yang dijalankan humas kementerian perhubungan efektif dalam membangun kesadaran dan mengubah perilaku masyarakat. Kampanye ini juga memperkuat citra positif kementerian sebagai institusi publik yang komunikatif, informatif, dan responsif terhadap kebutuhan masyarakat. Kata Kunci: Kampanye Kehumasan; Model Kampanye Ostergraad; Program Mudik Gratis; Sosialisasi. ***** The tradition of mudik Lebaran (Eid homecoming) triggers a surge in community mobility, leading to traffic congestion and a high rate of accidents, particularly among motorcycle users. The Free Homecoming Program organized by the Ministry of Transportation serves as a solution to reduce these risks. This study aims to examine the communication campaign strategies implemented by the Public Relations Division of the Ministry of Transportation in disseminating information about the Free Homecoming Program for the 2025 Eid transportation period. This research adopts Leon Ostergaard’s Campaign Model, as developed by Venus, as its main theoretical framework. The model divides the campaign process into three stages: problem identification, campaign management, and evaluation. A qualitative descriptive approach was employed in this study. Data were collected through in-depth interviews, non-participant observation, and documentation. Informants included representatives from the Public Relations Division of the Ministry of Transportation as well as participants of the Free Homecoming Program. The findings reveal that the application of Ostergaard’s campaign model by the Ministry’s Public Relations Division in promoting the Free Homecoming Program followed the model’s stages in a structured manner. This process included problem identification, campaign design through digital media and direct outreach, and evaluation. The study concludes that the campaign model implemented by the Public Relations Division of the Ministry of Transportation was effective in raising public awareness and influencing community behavior. The campaign also strengthened the Ministry’s positive image as a communicative, informative, and responsive public institution that meets the needs of the people. Keywords: Dissemination; Free Homecoming Program; Ostergaard’s Campaign Model; Public Relations Campaign.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Menati Fajar Rizki, M.I.Kom. ; 2) Anggun Nadia Fatimah, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28009 not found.
Date Deposited:	04 Aug 2025 03:12
Last Modified:	04 Aug 2025 03:12
URI:	http://repository.unj.ac.id/id/eprint/57349

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