Tata Kelola Supplier Relations PT Madubaru (PG-PS Madukismo) :(Upaya PG Madukismo Dalam Membangun Dukungan Petani Tebu Pasca Program Swasembada Gula Nasional).

TAQWA, Yungki Kantiana, I Gusti Ngurah Putra

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT The position of suppliers is vital for company continuity. Supplier is also one of the critical chains of corporate profits. Therefore, the awareness of the importance of company and suppliers integration is increasing. This lead paradigm shifts on the supplier relations itself. Supplier relations that used to be viewed as a transactional relations right now shift to a more relational one, which underlining the importance of long term relationship, coordination and communication. In this point, public relations could take its roles as a management functions. Sugar is a staple food that is closely related to the national food endurance. Indonesia, however, was once the second largest sugar exporter in the world, today it turned into a sugar importer. Therefore, to meet the domestic sugar needs, the government run National Sugar Self-Sufficiency Program that being targeted to be fulfilled in 2014. PT Madubaru (PG-PS Madukismo) is the only sugar factory in the province of Yogyakarta that is given the task of succeeding the national food procurement programs, especially sugar. Therefore, this company has important role in Sugar Self-Sufficiency Program in that area. In practice, this government programs have to meet a variety of constraints, especially in the shortage of supply of sugarcane as raw material in the sugar production. With the majority of sugar mills in Indonesia that concentrated in the region of the Java island, the constraints that is faced is relatively the same. Public interest to plant sugarcane is low. Sugarcane cultivation is often inferior to the other and there is a negative perception that has been built around the cultivation of sugarcane. This perception can’t be separated from the contribution of the Tebu Rakyat Intesifikasi (TRI) program of the New Order regime, which eventually became a mechanism to force farmers. Although TRI has been removed through Presidential Decree No. 5 in 1997 Jo Presidential Decree No. 5 jo 1998 and the autonomy of farmers is guaranteed through cultivation Act (Act 12/1992), the farmer’s negative perception of the cultivation of sugarcanes have already attached. Meanwhile, PG Madukismo and another sugar fabric in Java rely entirely on sugarcane farmer supply. Because of this, farmer’s willingness and trust is very important for the sustainability of Madukismo fabric. This study aims to determine how supplier relations is run by Madukismo fabric post National Sugar Self-Sufficiency Program and how public relations strategies are used in the effort to build its supplier supports. This research uses case study methods. From the research, supplier relations in PG Madukismo is run by Bagian Tanaman (Departement of plantation) and become one

Kata Kunci : Tenaga Kerja