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Pengaruh Komunikasi Interpersonal, Kampanye Sosial Media dan Citra Organisasi terhadap Kepuasan Konsumen di Bea Cukai Surakarta
Abstract
Komunikasi interpersonal merupakan teknik komunikasi kerap kali dipergunakan untuk memudahkan pelayanan kepada konsumen serta dapat meningkatkan citra organisasi sebuah organisasi. Komunikasi interpersonal masih dianggap kurang penting dalam pengelolaan organisasi, karena kurangnya pemahaman pimpinan atau SDM yang terdapat di dalamnya. Tujuan pembuatan riset ini ialah memastikan dampak dari upaya atau kontribusi Kantor Bea Cukai Surakarta melalui komunikasi interpersonal, kampanye media sosial terhadap kepuasan konsumen melalui citra organisasi sebagai variabel intervening. Metode penelitian ini ialah kuantitatif dengan perolehan data melalui 100 responden menggunakan purposive sampling. Data didapat melalui kuesioner. Analisis penelitian menggunakan smart PLS. Hasil Penelitian menyebutkan citra organisasi berpengaruh terhadap kepuasan konsumen dan citra organisasi mampu memediasi hubungan komunikasi interpersonal dan kampanye media sosial terhadap kepuasan konsumen. Kontribusi penelitian menunjukkan bahwa komunikasi interpersonal, kampanye media sosial berpengaruh terhadap kepuasan konsumen, komunikasi interpersonal dan kampanye media sosial berpengaruh terhadap citra organisasi. Substansi penelitian memberikan kontribusi kepada kantor bea cukai berupa komunikasi interpersonal dan citra organisasi serta kampanye sosial media akan memberikan dampak yang penting bagi keberhasilan lembaga dalam mencapai tujuannya untuk menertibkan pemungutan bea dan cukai. Kantor bea cukai diharapkan dapat memberikan sebuah kontribusi yang mampu untuk memajukan lembaga melalui komunikasi interpersonal, kampanye media sosial yang dimulai dari pihak internal organisasi.
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DOI: https://doi.org/10.31315/jik.v20i2.6615
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