Strategi Kampanye Dinas Perhubungan Kota Bekasi Dalam Sosialisasi Program Biskita

Ramadhan, Istiani Tiara (2025) Strategi Kampanye Dinas Perhubungan Kota Bekasi Dalam Sosialisasi Program Biskita. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

Public transportation plays an important role in overcoming the problems of dense traffic, air pollution, and the need for an effective transportation system in urban areas. Bekasi City presents the Biskita service as an effort to reduce traffic density and encourage people to use mass transportation. This study aims to analyze the campaign strategy of the Bekasi City Transportation Agency in socializing the Biskita Trans Bekasi Patriot program to the public. This study applies a descriptive qualitative method with a componential campaign model, this study examines the campaign stages, starting from determining the communicator, message processing, media used, target audience, to feedback. The results of this study conclude that the campaign strategy carried out by the Bekasi City Transportation Agency is collaborative and utilizes various communication media such as Instagram social media, local radio broadcasts, and direct socialization activities in the field. The campaign not only emphasizes the delivery of one-way information, but also builds two-way communication through direct interaction and online media. However, the campaign still faces obstacles such as limited human resources, as well as limited budget in producing campaign content. Keywords: Department of Transportation, Public Relations, Campaign, Public Transportation

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