Strategi Komunikasi Membangun Customer Relationship Pada Inkubator Bisnis Puspiptek

Authors

  • Shiddiq Sugiono Puspiptek, Kementerian Riset dan Teknologi

DOI:

https://doi.org/10.21111/ejoc.v5i2.4612

Keywords:

Strategi Komunikasi, Customer Relationship, Inkubator Bisnis, Communication Strategy, Business Incubator

Abstract

AbstrakSaat ini inkubator bisnis menjadi salah satu fasilitas yang memiliki peran dalam meningkatkan perekonomian di Indonesia. Fungsinya adalah untuk melahirkan UMKM yang siap bersaing. Technology Business Incubation Center (TBIC) merupakan inkubator bisnis yang dikelola oleh Pusat Penelitian Ilmu Pengetahuan dan Teknologi (Puspiptek) Kementerian Riset dan Teknologi dengan menerapkan metode in wall. Melalui program inkubasi bisnis, TBIC melakukan berbagai aktivitas pendampingan bisnis agar peserta inkubasi (tenant) memiliki jiwa technopreneur dan siap bersaing. Komunikasi menjadi aspek yang penting dalam membangun ikatan dengan tenant inkubator bisnis. Penelitian ini bertujuan untuk menggambarkan tujuan pembangunan ikatan dengan pelanggan, menjelaskan strategi komunikasi yang dilakukan oleh TBIC Puspiptek untuk membangun ikatan dengan pelanggan serta mengevaluasi strategi tersebut. Metode wawancara semi terstruktur digunakan untuk memperoleh data penelitian. Informan dalam penelitian ini adalah manajemen TBIC Puspiptek yang pernah maupun sedang menjabat hingga akhir tahun 2019. Data hasil penelitian diolah dengan analisis deskriptif pendekatan kualitatif. Hasil penelitian menyebutkan bahwa pembangunan ikatan dengan pelanggan TBIC Puspiptek dimaksudkan untuk menciptakan kekeluargaan dan memberikan dampak positif. Adapun strategi yang digunakan adalah pendekatan komunikasi informal, membangun iklim komunikasi positif, penggunaan teknologi digital serta mengadakan monitoring dan evaluasi. TBIC Puspiptek masih harus memperbanyak kegiatan informal sehingga dapat menggali informasi lebih dalam dari pelanggan.AbstractCurrently the business incubator is one of the facilities that has a role in improving the economy in Indonesia. Its function is to establish SMEs that are ready to compete. Technology Business Incubation Center (TBIC) is a business incubator managed by the Research Center for Science and Technology (Puspiptek) of the Ministry of Research and Technology by applying the in wall method. Through the business incubation program, TBIC carries out various business assistance activities so that incubation participants (tenants) have a technopreneur spirit and are ready to compete. Communication is an important aspect in building bonds with business incubator tenants. This study aims to describe the objectives of building bonds with customers, explain the communication strategies used by TBIC Puspiptek to build bonds with customers and evaluate these strategies. The semi-structured interview method was used to obtain research data. The informants in this study were TBIC Puspiptek management who had or are currently serving until the end of 2019. The research data were processed with descriptive analysis with a qualitative approach. The research result states that the building of bonds with TBIC Puspiptek customers is intended to create family bonds and have a positive impact. The strategy used is an informal communication approach, building a positive communication climate, using digital technology and conducting monitoring and evaluation. TBIC Puspiptek still has to multiply informal activities so that it can dig deeper information from customers.

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Published

2021-01-04

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Vol. 5 No. 2 (2020): ETTISAL: Journal of Communication

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