Article Per Year (5 Year)
p-Index From 2021 - 2026
5.906
P-Index
This Author published in this journals
All Journal Indonesian Journal of Dialectics Sosiohumaniora Jurnal Penelitian Komunikasi Jurnal Ilmu Komunikasi Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat Jurnal Kajian Komunikasi Jurnal The Messenger Jurnal Ilmu Sosial dan Ilmu Politik Jurnal Studi Komunikasi PRofesi Humas SINERGI: Jurnal Ilmiah Ilmu Manajemen Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Nyimak: Journal of Communication The Spirit of Society Journal : International Journal of Society Development and Engagement Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Bina Hukum Lingkungan Jurnal Agregasi Jurnal Manajemen Komunikasi JURNAL PUSTAKA KOMUNIKASI JURNAL LENSA MUTIARA KOMUNIKASI Jurnal Pendidikan dan Konseling KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT Jurnal Praksis dan Dedikasi Sosial Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Jurnal Bakti Masyarakat Indonesia Jurnal Pewarta Indonesia Jurnal Ilmiah Wahana Pendidikan Prima Abdika: Jurnal Pengabdian Masyarakat Jurnal Ilmu Sosial Indonesia (JISI) Asean Journal of Science and Engineering (AJSE) Journal of Scientific Communication (JSC) Nautical: Jurnal Ilmiah Multidisiplin Indonesia Jurnal Pendidikan Dasar dan Sosial Humaniora Jurnal Ilmiah Multidisiplin (JUKIM) Jurnal Signal Bina Hukum Lingkungan International Journal of Agriculture System Jurnal Inovasi Pengabdian dan Pemberdayaan Masyarakat Jurnal Audiens Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya Multi Discere Journal INJECT Interdisciplinary Journal of Communication Ranah: Jurnal Kajian Bahasa
Suwandi Sumartias
Program Studi Hubungan Masyarakat Fakultas Ilmu Komunikasi Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

Published : 67 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : multi discere journal

 1 
Analisis Strategi Repositioning PT XYZ dalam Perspektif Framework for Strategic Repositioning Salsabilla, Dewi Riskie; Priyatna, Centurion Chandratama; Lukman, Syauqy; Sumartias, Suwandi
Multi Discere Journal Vol. 5 No. 1 (2026): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v5i1.5756

Abstract

Repositioning merupakan keputusan strategis dalam manajemen merek yang menentukan kemampuan organisasi mempertahankan relevansi di tengah perubahan pasar, terutama pada organisasi jasa kreatif berbasis digital. Penelitian ini dilatarbelakangi oleh keterbatasan kajian repositioning pada agensi digital skala kecil-menengah dari perspektif Public Relations, khususnya dalam konteks education and impact di Indonesia. Penelitian ini bertujuan menganalisis proses repositioning PT XYZ dari Sustainability Communication Partner menjadi Education and Impact Digital Creative Agency menggunakan Framework for Strategic Repositioning yang mencakup nilai strategis inti, fleksibilitas strategis dan pembelajaran, kepekaan terhadap pelanggan, orientasi eksternal, komitmen manajemen, serta keyakinan terhadap produk dan merek. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus instrumental. Data dikumpulkan melalui observasi partisipatif selama program Job Training pada Juli–September 2025, wawancara semi-terstruktur dengan empat informan kunci, dan analisis dokumen internal perusahaan. Data dianalisis secara tematik dengan pendekatan deductive coding. Hasil penelitian menunjukkan bahwa repositioning dipicu oleh ketidaksesuaian antara positioning awal, kapabilitas internal, dan kebutuhan pasar. PT XYZ menunjukkan kekuatan pada komitmen manajemen, fleksibilitas strategis, dan pemahaman pelanggan, tetapi masih perlu memperkuat orientasi eksternal, validasi pasar, dan penyelarasan internal. Studi ini menegaskan bahwa repositioning agensi digital tidak hanya berkaitan dengan perubahan pesan merek, tetapi juga dengan kesesuaian antara aspirasi brand, kompetensi organisasi, dan legitimasi pasar. Temuan ini berkontribusi pada pengembangan kajian Public Relations strategis dan memberikan implikasi praktis bagi organisasi jasa kreatif dalam merancang repositioning berbasis riset pasar dan kapabilitas internal. Repositioning is a strategic brand management decision that shapes an organization’s ability to maintain relevance in changing markets, particularly for digital-based creative service organizations. This study is motivated by limited research on repositioning in small and medium-sized digital agencies from a Public Relations perspective, especially in education and impact-oriented services in Indonesia. It aims to analyze the repositioning process of PT XYZ from a Sustainability Communication Partner to an Education and Impact Digital Creative Agency using the Framework for Strategic Repositioning, which covers core strategic values, strategic flexibility and learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. This research employed a qualitative instrumental case study. Data were collected through participant observation during a Job Training program from July to September 2025, semi-structured interviews with four key informants, and analysis of internal company documents. The data were examined using thematic analysis with deductive coding. The findings show that repositioning was driven by a mismatch between the initial positioning, internal capabilities, and market needs. PT XYZ demonstrated strengths in management commitment, strategic flexibility, and customer understanding, but still needs to strengthen external orientation, market validation, and internal alignment. This study confirms that digital agency repositioning is not merely a change in brand messages but a strategic alignment among brand aspirations, organizational competencies, and market legitimacy. The findings contribute to strategic Public Relations scholarship and offer practical implications for creative service organizations in designing repositioning based on market research and internal capabilities.
Co-Authors Aang Koswara Aat Ruchiat Nugraha Adi, Achwan Noorlistyo Aditia, Nico Afrilia, Veny agus rahmat Ali Djamhuri Alvin, Alvin Iqbal Baihaqi Amina, Nurtyasih Wibawanti Ratna Ananda, Muhammad Fairuz Satria Ananda, Muhammad Fairuz Satria Andi Alimuddin Unde Anwar Sani Ari Agung Prastowo, Ari Agung ARIADNE, EVIE Asep Suryana Centurion Chandratama Priyatna, Centurion Chandratama Diah Fatma Sjoraida Diana Permatasari Diandra, Mikha Puan Duddy Zein Dwia Aries Tina Pulubuhu Dwia Aries Tina Pulubuhu Edwin Rizal Engkus Kuswarno Erfina Nurussa'adah Evie Ariadne Shinta Dewi Fajar Syuderajat Feliza Zubair Fitria Adianti Putri FX. Ari Agung Prastowo Geuit Septiani Ghassani, Alvenia Azzah Hanny Hafiar Harriadi, Ibrahim Hasna Athifa Hadaina Hendra Hermawan Henny Sri Mulyani Rohayati Herlina Agustin Ilham Gemiharto Inayah Zahra Zahirah Indrayani, Heni Ira Mirawati Iriana Bakti Ismail, Nurzali Iwan Koswara IZZAH, NURUL Jamilah Ahmad Jaya, Joana Karina Putri Hanifah Kholidil Amin Kristin Engjelima Julwinda Nomleni Limilia, Putri Lukiati Komala Erdinaya Mas Agus Firmansyah Nindi Aristi Novitasari, Ai Nuning Kurniasih Nurtyasih Wibawanti Ratna Amina Nurul Fadhillah Nurul Izzah Nuryah Asri Sjafirah Nuryah Asri Sjafirah, Nuryah Asri Nurzali Ismail Paisal Paisal Pradhana, Chandra Priyo Subekti Priyo Subekti Priyo Subekti Purwanti Hadisiwi Putra, Wisma Ramadhan, Ryan Ratnasari, Eny Rd. Funny Mustikasari Elita Restianty, Ajani Retasari Dewi Rima Nurani Sukma Rizana, Aulia Holaw Rosnandar Romli Ryan Ramadhan Salsabila Laily Tabayuni Salsabilla, Dewi Riskie Santi Susanti Santi Susanti, Santi Seniwati Seniwati Sherica Rafa Almira Siti Jamilah Az Zahra Siti Karlinah Siti Karlinah Sudarmo Sudarmo Sudarmono Sudarmono Sufa, Siska Armawati Susie Perbawasari SUTJIPTO, VERA WIJAYANTI Syauqy Lukman Trie Damayanti Veny Afrilia Waruwu, Septiana Rebeka Wawan Setiawan Wibowo , S. Kunto Adi Wina Erwina Yanti Setianti Yustikasari Zulfiningrum, Rahmawati