Communication Strategies of the Regional Government of Kabupaten Kulon Progo in Implementing Bela Beli Kulon Progo Economic and Cultural Policy through Media Campaigns to Build Regional Branding in the Era of Regent Hasto Wardoyo (2017-2019)

NABILLA ULFATUL I, Drs. Winarto

2021 | Tugas Akhir | D4 BAHASA INGGRIS

Laporan Tugas Akhir ini bertujuan untuk membahas profil Kabupaten Kulon Progo dan membahas strategi komunikasi yang dilakukan oleh Pemerintah Daerah Kabupaten Kulon Progo dalam mengembangkan dan melaksanakan kebijakan ekonomi dan budaya Bela Beli Kulon Progo. Masa penelitian dilakukan pada masa periode kedua kepemimpinan Bupati Hasto Wardoyo periode 2017-2019. Metode pengumpulan data dilakukan dengan dua metode untuk memperoleh data primer dan data sekunder. Metode pertama dilakukan melalui observasi dan studi lapangan dengan melakukan wawancara kepada Bupati Kabupaten Kulon Progo, Drs. H. Sutedjo; Kepala Dinas Kebudayaan Kabupaten Kulon Progo, Dra. Niken Probo Laras, S.Sos., M.H.; Kepala Bidang Aplikasi Informatika Dinas Komunikasi dan Informatika Kabupaten Kulon Progo, Sutarman, S.STp., M.Eng.; Kepala Bidang Penelitian, Pengembangan, dan Pengendalian Badan Perencanaan Pembangunan Daerah (Bappeda) Kabupaten Kulon Progo, Khamdan S., S.Psi., M.P.Science., M.PA.; dan pihak terkait yang semasa kepemimpinan Bupati Hasto Wardoyo turut serta menjalankan program kerja unggulan untuk memperoleh data primer. Selain itu, data sekunder diperoleh dengan melakukan studi pustaka berupa analisis isi melalui buku, jurnal, artikel, media massa, dan media sosial sebagai landasan teori serta melengkapi data dalam Laporan Tugas Akhir ini. Teori yang digunakan adalah teori model komunikasi Laswell; teori langkah-langkah strategi kampanye kehumasan menurut Cutlip, Center, dan Broom; teori media kehumasan oleh Sarmito et. Al.; dan teori langkahlangkah membangun regional branding menurut Aulawi. Lalu, data-data yang diperoleh selanjutnya dianalisis secara kualitatif dengan menggunakan metode grounded-theory. Berdasarkan hasil penelitian, strategi komunikasi yang dilakukan oleh Pemerintah Daerah Kabupaten Kulon Progo dalam mengimplementasikan kebijakan ekonomi dan budaya Bela Beli Kulon Progo dalam rangka membangun branding daerah, khususnya pada periode kedua era kepemimpinan Bupati Hasto Wardoyo tahun 2017-2019 akan menggunakan kampanye kehumasan dalam bentuk media kampanye yang dilakukan melalui dua metode, yaitu metode media non elektronik dan metode media elektronik. Metode media non elektronik dilakukan dengan mengadakan acara dan festival, menerbitkan buku berjudul "Bela Beli Kulon Progo", melakukan sambutan oleh Bupati Hasto Wardoyo, dan mendokumentasikan berita dalam bentuk kliping koran. Sedangkan metode media elektronik dilakukan dengan memanfaatkan media sosial seperti Instagram dan YouTube; membuat dan mengembangkan situs belabeliku.com; media massa seperti publikasi berita melalui media online; publikasi rilis berita melalui situs resmi kulonprogokab.go.id dan jogjaprov.go.id; melalui dialog interaktif di radio TVRI; serta melalui talkshow di TVRI bertajuk "Bela Beli Kulon Progo" dan talkshow bertajuk "Wawancara dengan Tukul Arwana". Strategi komunikasi yang dilakukan adalah pelaksanaan dan implementasi kampanye kehumasan, media kehumasan, dan langkah-langkah membangun regional branding. Hal ini diharapkan dapat mengoptimalkan implementasi kebijakan ekonomi dan budaya Bela Beli Kulon Progo dalam upaya mengembangkan perekonomian daerah untuk meningkatkan pertumbuhan ekonomi daerah.

This Final Project Report aims to discuss the profile of Kabupaten Kulon Progo and discuss the communication strategy carried out by the regional government of Kabupaten Kulon Progo in developing and implementing the Bela Beli Kulon Progo economic and cultural policy. The research period was carried out during the second-term of the leadership era of Regent Hasto Wardoyo in 2017-2019. The data collection method was carried out in two methods to obtain primary data and secondary data. The first method was carried out through observation and field studies by conducting interviews with the Regent of Kabupaten Kulon Progo, Drs. H. Sutedjo; Head of the Dinas Kebudayaan Kabupaten Kulon Progo, Dra. Niken Probo Laras, S.Sos., M.H.; Head of Informatics Applications Division of Dinas Komunikasi dan Informatika Kabupaten Kulon Progo, Sutarman, S.STp., M.Eng.; Head of Research, Development, and Control Division of Badan Perencanaan Pembangunan Daerah (Bappeda) Kabupaten Kulon Progo, Khamdan S., S.Psi., M.P.Science., M.PA.; and related parties who during Regent Hasto Wardoyo's leadership era participated in running a superior work program to obtain primary data. In addition, secondary data were obtained by conducting literature studies in the form of content analysis through books, journals, articles, mass media, and social media as a theoretical basis and complementing the data in this Final Project Report. The theories used are Laswell's communication model theory; the theory of the steps of the public relations campaign strategy by Cutlip, Center, and Broom; public relations media theory by Sarmito et. al.; and the theory of the steps to build regional branding by Aulawi. Then, the data obtained were then analyzed qualitatively using the grounded-theory method. Based on the results of the research, the communication strategies carried out by the regional government of Kabupaten Kulon Progo in implementing the Bela Beli Kulon Progo economic and cultural policy in order to build regional branding, especially in the second-term of the leadership era of Regent Hasto Wardoyo in 2017-2019, were to use a public relations campaign in the form of media campaigns which are carried out through two methods, namely non-electronic media methods and electronic media methods. The non-electronic media methods were carried out by holding events and festivals, publishing a book entitled "Bela Beli Kulon Progo", delivering a speech by the Regent Hasto Wardoyo, and documenting the news in the form of newspaper clippings. Meanwhile, the electronic media methods were carried out by utilizing social media such as Instagram and YouTube; creating and developing the belabeliku.com website; mass media such as news publication through online media; publication of news releases through the official website of kulonprogokab.go.id and jogjaprov.go.id; through interactive dialogue on TVRI radio; as well as through a talk show on TVRI entitled "Bela Beli Kulon Progo" and a talk show entitled “The Interview Show with Tukul Arwana”. The communication strategies carried out were the execution and implementation of public relations campaigns, public relations channels or media, and the steps of building regional branding. It is hoped that this could optimize the implementation of the Bela Beli Kulon Progo economic and cultural policy in an effort to develop regional local economies to increase local economic growth.

Kata Kunci : Bela Beli Kulon Progo, Regent Hasto Wardoyo, Public Relations Campaign, Public Relations Media, Regional Branding