THE STUDY OF COMMUNICATION STRATEGY DEVELOPMENT FOR SEKOLAH TINGGI ILMU KESEHATAN INSAN UNGGUL SURABAYA

  • Fefe Ali Sugito STIE IBMT Surabaya
  • Aristyawan Aristyawan STIE IBMT Surabaya
  • Amanda Rochimahadi

Abstract

Regarding to some rumours emerged in 2006 about unlicensed nursing schools: some bad publicity has tarnishing the image of some licesed nursing school in Indonesia especially in East Java. Customers become vigilant in choosing university. They have difficuly to differ licensed and unlicensed schools. This also happened to Sekolah Tinggi Ilmu Kesehatan (STIKES) Insan Unggul Surabaya, which is registered as one of licensed school in East Java. Thus, this research aimed to find the best communication strategy for STIKES Insan Unggul Surabaya. Special considerations are given to public relations, advertising, and personal selling as the major communication strategy in the basis of rumours handling. The five possible factors in public relation are also investigated. Those five possible factors are publication, sponsorhip, news, public service activity, media identity. Meanwhile, the research is done by surveying 200 nursing students of STIKES Insan Unggul Surabaya. This research will process the primary data through validity test, reliability test, and structural equation modelling, appropriate cause and effect relationship between effective communication strategy and its tools are analysed. The results is aiming not only to get an idea of how effective communication strategy can be derived, but also to measure how big each observable variable contribution toward latent variable is. The result of the reserach is that there is an effect of the tools of communication strategy toward effective communication strategy. It shows that there are opportunities to expand the existing communication strategy through publishing news release and reserach journals or magazines. Futhermore, the effective communication strategy is not only involving the effort of STIKES Insan Unggul staffs only, but also involving stundents and medical experts. It can be shown through the practice of clinical training and health seminar sponsorship.

Keywords : Nursing Schools, Communication Strategy, Tarnished Image

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Published
2012-06-14
How to Cite
Ali Sugito, F., Aristyawan, A., & Rochimahadi, A. (2012). THE STUDY OF COMMUNICATION STRATEGY DEVELOPMENT FOR SEKOLAH TINGGI ILMU KESEHATAN INSAN UNGGUL SURABAYA. JURNAL EKSEKUTIF, 9(1). Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/20
Section
Articles