ABSTRACT
ANALISIS STARTEGI KOMUNIKASI DIGITAL MASTERNO PONOROGO DALAM PENGELOLAAN LAYANAN JASA MELALUI PLATFORM WHATSAPP BUSINESS
Bintang Irsyat Multazam Audadi
22241045
Managing services in the digital world now makes communication a crucial aspect for maintaining service effectiveness and fostering consumer trust. Masterno Ponorogo, a multi-service provider using the WhatsApp Business platform, needs to implement a structured communication strategy to ensure accurate, responsive, and continuous information delivery. The public's high reliance on message-based communication and the lack of research related to service management via WhatsApp Business by local service providers demonstrate the need for an in-depth study of this digital communication practice. This study aims to analyze Masterno Ponorogo's digital communication strategy in managing its services using WhatsApp Business, using Cutlip, Center, and Broom' Public Relations Theory as the basis for the analysis. The chosen approach was qualitative, using descriptive methods involving in-depth interviews, interaction observations, and documentation collection. Data analysis was conducted thematically to identify communication patterns that could improve service effectiveness. The research results show that Masterno Ponorogo's digital communication strategy through WhatsApp Business is implemented based on the four stages of Public Relations Cutlip, Center, and Broom: Research, Planning, Action & Communication, and Evaluation. However, obstacles in the Action & Communication and Evaluation stages still occurred, including delayed responses due to limited human resources and a lack of systematic evaluation.
Keywords: Digital Communication Strategy, Public Relations, WhatsApp Business, Service, Masterno Ponorogo.