Identitas Lembaga Dalam Membangun Kepercayaan Masyarakat
(Studi Kasus Pada Perusahaan Umum Daerah Air Minum Tirta Mukti Kabupaten Cianjur)
DOI:
https://doi.org/10.29313/bcscm.v6i2.24321Keywords:
Identitas Lembaga, Kepercayaan Masyarakat, Manajemen Reputasi, Komunikasi Organisasi, Pelayanan PublikAbstract
Abstract. This study examines the role of institutional identity at Perumdam Tirta Mukti Cianjur Regency in building public trust, focusing on verbal, visual, and physical identity elements, as well as the use of the "Tukang Ledeng" tagline as a communication strategy. Using a constructivism paradigm with a qualitative case study approach grounded in Charles J. Fombrun's Reputation Management Theory, data were collected through in-depth interviews, observation, and documentation involving the Director, Public Relations, and Marketing staff. The findings show that institutional identity is constructed through the "Tukang Ledeng" tagline, company logo, and employee uniforms, reflecting a humanistic, responsive, and professional character. The tagline effectively creates emotional closeness with the community while differentiating the institution from other public bodies. Public trust is built not from an appealing identity alone, but from the alignment between identity promises and actual service performance.
Abstrak. Penelitian ini mengkaji peran identitas lembaga Perumdam Tirta Mukti Kabupaten Cianjur dalam membangun kepercayaan masyarakat, dengan fokus pada penerapan identitas verbal, visual, dan fisik, serta penggunaan tagline "Tukang Ledeng" sebagai strategi komunikasi. Penelitian menggunakan paradigma konstruktivisme dengan pendekatan kualitatif studi kasus, berlandaskan Teori Manajemen Reputasi Charles J. Fombrun. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap Direktur, staf Humas, dan staf Pemasaran Perumdam Tirta Mukti. Hasil penelitian menunjukkan bahwa identitas lembaga dibangun melalui tagline "Tukang Ledeng", logo perusahaan, dan seragam pegawai yang mencerminkan karakteristik humanis, responsif, profesional, dan dekat dengan masyarakat. Tagline tersebut efektif menciptakan kedekatan emosional sekaligus membedakan Perumdam dari lembaga publik lain. Kepercayaan masyarakat terbentuk bukan dari identitas yang menarik semata, melainkan dari keselarasan antara janji identitas dan kinerja pelayanan nyata.
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