ANALISIS HUMAN RELATION PADA DIVISI MARKETING COMMUNICATION DALAM MENINGKATKAN KINERJA PADA PERUSAHAAN PERBANKAN

ABIYYU MUFADHDHAL ZHAFRAN AMMAR, . (2026) ANALISIS HUMAN RELATION PADA DIVISI MARKETING COMMUNICATION DALAM MENINGKATKAN KINERJA PADA PERUSAHAAN PERBANKAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis penerapan Human Relation pada Divisi Marketing Communication di perusahaan perbankan, yang mencakup pola komunikasi antar karyawan, bentuk kerjasama antara karyawan dan atasan, serta penerapan Human Relation dalam mendukung peningkatan kinerja karyawan beserta faktor-faktor yang menghambatnya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan teknik pengumpulan data melalui wawancara semi-terstruktur, observasi, dan dokumentasi. Informan penelitian berjumlah empat orang yang dipilih menggunakan teknik purposive sampling berdasarkan keterlibatan langsung dinamika kerja di Divisi Marketing Communication. Analisis data menggunakan model analisis interaktif Miles, Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa: (1) pola komunikasi di divisi ini berlangsung aktif dan multisaluran, namun keterbukaan belum merata, terutama disebabkan oleh kurangnya detail dalam penyampaian brief pekerjaan dari atasan; (2) kerjasama vertikal bersifat situasional, efektif saat kondisi mendesak seperti event dan campaign, namun lemah dalam rutinitas harian; (3) penerapan Human Relation berkontribusi positif terhadap kinerja melalui dimensi interpersonal, namun terhambat oleh empat faktor struktural, yaitu kurangnya manpower, beban kerja yang tidak merata, ketiadaan forum evaluasi rutin, serta pola micro managament dan perubahan prioritas yang mendadak. ***** This study aims to analyze the application of human relations in the Marketing Communication Division of a banking company, covering patterns of communication among employees, forms of cooperation between employees and supervisors, and the application of human relations in supporting employee performance improvement, along with the factors that hinder it. This study employs a qualitative approach using the case study method and data collection techniques such as semi-structured interviews, observation, and documentation. There were four research informants selected using purposive sampling based on their direct involvement in the work dynamics of the Marketing Communication Division. Data analysis employed the Miles and Huberman interactive analysis model, which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that: (1) communication patterns in this division are active and multichannel, but openness is not yet uniform, primarily due to a lack of detail in the work briefs provided by supervisors; (2) vertical cooperation is situational—effective during urgent situations such as events and campaigns, but weak in daily routines; (3) the application of human relations contributes positively to performance through interpersonal dimensions, but is hindered by four structural factors: a lack of manpower, uneven workloads, the absence of regular evaluation forums, as well as micromanagement and sudden changes in priorities.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Mayang Riyantie, S.I.Kom., M.I.Kom. ; 2). Rizki Firdausi Rachmadania, S.E., M.SM.
Subjects:	Ilmu Sosial > Keuangan Manajemen > Manajemen Kantor, Organisasi Manajemen > Manajemen Sumber Daya Manusia
Divisions:	FE > D IV Administrasi Perkantoran Digital
Depositing User:	Abiyyu Mufadhdhal Zhafran Ammar .
Date Deposited:	04 Aug 2026 05:27
Last Modified:	04 Aug 2026 05:27
URI:	http://repository.unj.ac.id/id/eprint/68228

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