Upaya HDCI Banyumas dalam Merestorasi Citra Harley Davidson
Kata Kunci:
Citra, Filantropi, Harley Davidson, Komunikasi, Organisasi, RestorasiAbstrak
The existence of the Harley Davidson motorbike club in Indonesia is
experiencing a fluctuating image shift. One of the reasons is suspected
to be several traffic accidents related to Harley Davidson motorbike
users in Indonesia. This condition was swiftly realized by the Harley
Davidson Club Indonesia (HDCI) Banyumas Raya by trying to restore
the image of the Harley Davidson motorbike club. HDCI Banyumas
Raya's efforts to restore the image of Harley Davidson are the
fundamental reason for the urgency of this research. Through a
qualitative approach with data collection techniques in the form of
interviews, observations, and literature studies, this research will
dissect the efforts of HDCI Banyumas Raya through the perspective of
Benoit's image restoration theory which pays attention to 5 aspects,
namely denial, evasion of responsibility, reducing the offensive,
corrective action, and mortification. The research results show that
HDCI Banyumas Raya's strategy in restoring the image of the Harley
Davidson motorbike club is carried out with a social philanthropy
strategy in the Greater Banyumas area. HDCI Banyumas Raya realizes
that although these efforts cannot completely restore the image of the
Harley Davidson motorbike club, at least there is a positive image that
has emerged from HDCI Banyumas Raya through social philanthropy.
It is hoped that the existence of this positive image can provide
another perspective on the existence of the Harley Davidson
motorbike club in Indonesia. The negative image circulating in society
needs to be balanced appropriately with the emergence of a positive
image in order to give birth to two comparative points of view
Unduhan
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