Eksistensi humas dalam relokasi pedagang kaki lima di Kota Yogyakarta

MANI, La, Dr. Ir. Ageng Setiawan Herianto, M.Sc

2010 | Tesis |

Penelitian ini bertujuan untuk mengetahui eksistensi humas dalam proses negosiasi pada relokasi PKL di Kota Yogyakarta yang dilakukan tanpa konflik antara PKL dan Pemerintah Kota Yogyakarta. Penelitian ini dilakukan dengan metode gabungan pendekatan kualitatif dan kuantitatif. Pendekatan kualitatif dilakukan untuk memahami proses negoisasi antara humas dan publiknya,sedangkan pendekatan kuantitatif untuk mengetahui kepuasan PKL atas kinerja humas dalam menjalankan fungsi dan perannya. Informan yang diwawancarai dalam pendekatan kualitatif sebanyak 21 orang. Sampel PKL pada pendekatan kuantitatif dipilih dengan metode cluster random sampling sebanyak 70 orang.Hasil penelitian menunjukkan bahwa keberhasilan negoisasi didukung oleh kerjasama humas dengan seluruh pemangku kepentingan. Kunci keberhasilan relokasi PKL terletak pada konsistensi humas Pemerintah Kota untuk merealisasikan seluruh butir kesepakatan hasil negoisasi. PKL Kota Yogyakarta di tempat relokasi sebagai publik primer menyatakan puas terhadap humas karena telah menjalankan fungsi dan peran sebagaimana yang diinginkan PKL.

The study objective is to determine the existence of public relations in the negotiation process on the street vendor relocation program which were executed without any conflict between them and the Yogyakarta municipality government.This study was conducted using a combination of qualitative and quantitative approach. A qualitative approach was undertaken to understand the process of negotiations between the government public relations institution and their publics, while the quantitative approach was to determine the satisfaction level of the street vendors concerning the performance; function, and roles of the institution.Twenty one informants were interviewed using in depth interview means as part of the qualitative study. The Street vendors sample was 71 persons who selected by a cluster random sampling method. The results showed that a successful negotiation in the relocation program is supported by the integrative cooperation approach with all stakeholders. The key success of the relocation lay on the consistency in realizing the whole agreement items as results of negotiation process between two parties. The street vendors as the primary public in the new relocated market confirm their satisfaction toward the public relations function and roles as requested by them.

Kata Kunci : Eksistensi,Humas,Negoisasi,Relokasi,Pedagang kaki lima,Street vendors,Relocation