Analysis of Cutlip's the Four Elements Corporate Image in Building the Image of Komisi Penyiaran Indonesia Daerah (KPID) Jawa Barat through Program Magang Rasa Kerja (MAGER)

Abstract

This research aims to analyze Cutlip's four elements of corporate image in the Mager Program at KPID West Java. Mager Program is a program that only exists at KPID and is not affiliated with the central KPI. The purpose of the Mager Program is to monitor broadcast content in order to improve service quality. This research uses a qualitative approach in which the technique of determining informants uses purposive sampling technique by obtaining data from interviews and observations. The results found that the analysis of four image elements including thoughts about the corporation means that the Mager Program turns out to have a positive impact on broadcast content, recognition of the corporation means that the Mager Program is recognized for successfully collaborating with educational institutions in West Java, reputation of the corporation means that the reputation of KPID West Java is getting better in the eyes of the public, and the comparability of the firm with its competitors means that the Mager Program only exists in KPID West Java and not in other KPIDs. Thus KPID West Java through the Mager Program has succeeded in maintaining the company's image as a broadcast institution that maintains the quality of broadcast content.