ANALISIS KOMUNIKASI EFEKTIF KARYAWAN GENERASI Z PADA DIVISI MARKETING COMMUNICATION DI PERUSAHAAN PERBANKAN

ZIDNY BRILLIANTSYAH, . (2026) ANALISIS KOMUNIKASI EFEKTIF KARYAWAN GENERASI Z PADA DIVISI MARKETING COMMUNICATION DI PERUSAHAAN PERBANKAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilaksanakan untuk memperoleh pemahaman mengenai penerapan komunikasi efektif yang dilakukan oleh karyawan generasi Z pada Divisi Marketing Communication PT Bank KB Indonesia Tbk. Kajian penelitian difokuskan pada penerapan prinsip komunikasi efektif berdasarkan indikator REACH yang meliputi Respect, Empathy, Audible, Clarity, dan Humble, pengaruh karakteristik generasi Z terhadap komunikasi di lingkungan kerja, serta berbagai hambatan yang muncul dalam proses komunikasi kerja. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data penelitian diperoleh melalui wawancara semi terstruktur, observasi lapangan, dokumentasi, serta penyebaran angket sebagai data pendukung. Informan penelitian terdiri atas tiga karyawan generasi Z yang bekerja pada Divisi Marketing Communication dan dipilih menggunakan teknik purposive sampling. Data yang terkumpul dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan sesuai model analisis Miles dan Huberman. Hasil penelitian menunjukkan bahwa komunikasi efektif pada Divisi Marketing Communication telah diterapkan dengan cukup baik. Penerapan prinsip REACH terlihat melalui adanya sikap saling menghormati, kemampuan memahami sudut pandang rekan kerja, keterbukaan dalam menyampaikan ide maupun informasi, serta penggunaan media komunikasi yang disesuaikan dengan kebutuhan pekerjaan. Karakteristik generasi Z yang dekat dengan teknologi juga mendukung percepatan pertukaran informasi dan koordinasi kerja. Meskipun demikian, masih ditemukan beberapa kendala komunikasi seperti perbedaan persepsi, ketidakjelasan informasi yang diterima, serta perbedaan gaya komunikasi antar generasi yang berpotensi menimbulkan miskomunikasi. Untuk mengatasi kondisi tersebut, karyawan melakukan klarifikasi secara langsung, berdiskusi secara terbuka, dan melakukan evaluasi komunikasi guna memperoleh kesamaan pemahaman dalam pelaksanaan pekerjaan. ***** This study was conducted to gain a deeper understanding of how effective communication is implemented by Generation Z employees in the Marketing Communication Division of PT Bank KB Indonesia Tbk. The research focuses on the application of effective communication based on the REACH indicators (Respect, Empathy, Audible, Clarity, and Humble), the influence of Generation Z characteristics on workplace communication, and the communication barriers encountered within the banking work environment. This research employed a descriptive qualitative approach. Data were collected through semi-structured interviews, direct observations, documentation, and questionnaires used as supporting data. The informants consisted of three Generation Z employees working in the Marketing Communication Division who were selected using a purposive sampling technique. The collected data were analyzed through the stages of data reduction, data presentation, and conclusion drawing based on the analytical framework developed by Miles and Huberman. The findings indicate that effective communication within the Marketing Communication Division has been implemented relatively well. The application of the REACH principles is reflected in mutual respect among employees, the ability to understand colleagues’ perspectives, openness in expressing ideas and information, and the flexible use of communication media according to work requirements. In addition, the technological adaptability of Generation Z employees supports faster information exchange and more efficient work coordination. Nevertheless, several communication challenges were identified, including differences in perception, unclear information delivery, and variations in communication styles across generations, which may lead to misunderstandings. To address these challenges, employees commonly engage in direct clarification, open discussions, and communication evaluations to ensure mutual understanding in carrying out work responsibilities.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Roni Faslah, S.Pd., M.M. ; 2. Rizki Firdausi Rachmadania, S.E., M.SM.
Subjects:	Manajemen > Manajemen Kantor, Organisasi Manajemen > Manajemen Sumber Daya Manusia
Divisions:	FE > D IV Administrasi Perkantoran Digital
Depositing User:	Zidny Brilliantsyah .
Date Deposited:	27 Aug 2026 06:39
Last Modified:	27 Aug 2026 06:39
URI:	http://repository.unj.ac.id/id/eprint/73303

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