Strategi Komunikasi Lembaga Kemahasiswaan dalam Membangun Reputasi

Abstract

Abstract. Student organizations play a strategic role in representing the identity and image of a faculty through organizational communication, yet studies that specifically connect the communication strategy of student bodies to reputation building remain limited. This study analyzes how the Student Executive Board (BEM) of the Faculty of Communication Science, Universitas Islam Bandung (FIKOM UNISBA), under the Arutala Cabinet of the 2025/2026 period, formulates and implements its communication strategy in building organizational reputation. Using a constructivism paradigm, a qualitative method, and a case study approach, data were collected through in-depth interviews with six core officials, participatory observation, and documentation, and were validated through source triangulation involving eight students from four cohorts as well as expert triangulation with a scholar of organizational communication. Data were analyzed using an interactive model consisting of data condensation, data display, and conclusion drawing or verification. The findings show that the communication strategy is formulated in a planned manner through a tiered separation of roles between core officials as policy makers and technical departments as creative executors; that information and communication services are delivered through four stages of the public relations process and a convergence of multichannel media; and that its implementation combines orderly internal message flows with a balance of formal and informal external approaches. The strategy is shown to build a credible, reliable, trustworthy, and responsible reputation, which is integrated into a new framework termed the Student Organization Communication Model, in which student legislative oversight functions as a feedback loop that sustains the reputation over time.

Keywords: communication strategy, organizational reputation, student organization.

Abstrak. Lembaga kemahasiswaan memiliki peran strategis dalam merepresentasikan identitas dan citra fakultas melalui komunikasi organisasi, namun kajian yang secara khusus mengaitkan strategi komunikasi lembaga kemahasiswaan dengan pembentukan reputasi masih terbatas. Penelitian ini menganalisis bagaimana Badan Eksekutif Mahasiswa (BEM) Fakultas Ilmu Komunikasi Universitas Islam Bandung (FIKOM UNISBA) Kabinet Arutala Periode 2025/2026 merumuskan dan mengimplementasikan strategi komunikasinya dalam membangun reputasi organisasi. Penelitian menggunakan paradigma konstruktivisme dengan metode kualitatif dan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam dengan enam pengurus inti, observasi partisipatif, dan dokumentasi, serta diuji keabsahannya melalui triangulasi sumber dengan delapan mahasiswa dari empat angkatan dan triangulasi pakar bersama seorang akademisi komunikasi organisasi. Analisis data dilakukan melalui model interaktif yang terdiri atas reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa strategi komunikasi dirumuskan secara terencana melalui pemisahan peran berjenjang antara pengurus inti selaku perumus kebijakan dan departemen teknis selaku eksekutor kreatif; pelayanan informasi dan komunikasi dijalankan melalui empat tahapan proses hubungan masyarakat dan konvergensi saluran multichannel; sedangkan implementasinya memadukan keteraturan arus komunikasi internal dengan keseimbangan pendekatan formal dan informal secara eksternal. Strategi tersebut terbukti membentuk reputasi yang kredibel, andal, tepercaya, dan bertanggung jawab, yang terintegrasi ke dalam kerangka baru bernama Model Komunikasi Lembaga Kemahasiswaan, dengan pengawasan legislatif mahasiswa berfungsi sebagai umpan balik yang menjaga keberlanjutan reputasi tersebut.

Kata Kunci: strategi komunikasi, reputasi organisasi, lembaga kemahasiswaan.