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https://doi.org/10.46799/ijssr.v3i12.647%

This%work%is%licensed%under%a%Attribution-ShareAlike%4.0%International%(CC%BY-SA%4.0)

Public'Relations'Strategy'of'Sekolah'Islam'Terpadu'(SIT)'

Auliya'Bintaro'in'Maintaining'Consumer'Loyalt'

23453,6789:,";<=:>:1?,2<85@A,"B@75@B@C82#

Business%Communication,%Universitas%Muhammadiyah%Jakarta,%Indonesia1,2%

Email:%[email protected]1,%aminah.swarnawati@umj.ac.id2%

Keywords$

2D"E12FE,

Public'Relations'Strategy,'Cyber,'

Consumer'Loyalty$

Educational+ institutions+ must+ carry+ out+ Public+ Relations+ (PR)+

strategies+but+ cannot+ be+ separated+ from+ businesses+ such+ as+ the+

Sekolah+ Islam+ Terpadu+(SIT)+ Auliya+ Bintaro.+ The+ Customer+

Division+carries+out+the+PR+strategy+to+reach+its+consumers,+namely+

the+Muslim+middle+class.+The+study+aimed+to+find+out+1)+SIT+Auliya+

Bintaro's+ PR+ strategy+ in+ maintaining+ consumer+ loyalty+ 2)+

Obstacles+ to+ SIT+ Auliya+ Bintaro's+ PR+ strategy+ in+ maintaining+

consumer+loyalty.+RACE+(Research,+Analysis,+Communication,+and+

Evaluation)+ is+ the+ theory+ used.+ This+ research+ method+ uses+ case+

studies+ with+ a+ qualitative+ approach.+ Data+ collection+ techniques+

through+ in-depth+ interviews+ and+ literature+ studies.+ Selection+ of+

informants+as+many+as+3+people+by+purposive+means.+The+results+

showed+ that+ SIT+ Auliya's+ Customer+ Division+ runs+ its+

communication+programs+by+the+four-step+process+of+strategic+PR+

management,+namely+RACE,+with+findings+of+the+application+of+PR+

through+Cyber,+which+is+indicated+to+ maintain+consumer+loyalty.+

The+online+tools+studied+are+Instagram,+websites,+and+WhatsApp.+

The+obstacles+encountered+stem+from+the+lack+of+human+resources+

and+adequate+ facilities+ and+ infrastructure+ to+ carry+ out+ PR+

strategies+through+Cyber,+the+search+for+content+materials+in+the+

field,+and+problems+that+can+cause+complaints+from+consumers.+

INTRODUCTION)

Islamic% private% schools% as% educational% institutions% offer% various% advantages% both% in% terms% of%

educational%programs%facilities%and%infrastructure%that%support%learning.%This%school%combines%general%

education%and%religious%education%into%one%interwoven%curriculum.%With%this%approach,%all%subjects%and%

all%school%activities%cannot%be%separated%from%the%frame%of%Islamic%values.%As%an%educational%institution%

regulated% privately,% this% makes% this% Islamic% private% school% inseparable%from%a% business% institution%

(Rashid%et%al.,% 2019).%Therefore,%establishing%this% Islamic%private% school%will%incentivize%producers%of%

education%service%providers%to%improve%their%quality%to%compete%with%other%education%service%providers.%

The%rapid%development%of%Islamic-based%private%schools%compared%to%other%private%schools%in%

Bintaro%is%quite%an%interesting%phenomenon%in%the%educational%environment.%This%is%marked%by%the%high%

interest%of%parents%of%students%who%come%from%the%Muslim%middle%class%to%enroll%their%children%in%Islamic%

private%schools.%The%demands%of%the%Muslim%middle%class,%who%are%now%increasingly%open-minded%and%

techy,%assume%that%the%role%of%study%and%education%is%not%only%limited%to%reading%and%writing%the%Qur'an%

but%also%supported%by%the%latest%studies%and%education%that%are%relevant%by%the%demands%of%the%times.%

They% prefer% and% like% Islam-based% education,% which% can% make% their% children% smart% in% mathematics,%

physics,%or%English%proficiency%while%having%noble%Islamic%values%and%character.%

Despite%the%rise%in%interest%in%the%Muslim%middle%class,%parents'%enrollment%of%Islamic%private%

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schools%has%also%had%its%ups%and%downs.%Along%with%the%number%of%Islamic%private%schools,%the%number%

of%students%in%each%Islamic%private%school%has%fluctuated.%The%Islamic%private%school%is%now%competing%

to%become%the%best%and%most%favorite%school.%

Eight%Islamic%private%schools%that%are%included%as%favorite%schools%of%parents%of%students%living%in%

the%Bintaro%area%are%Amalina%School,%Annissa-Izada%School,%Auliya%School,%Budi%Mulia%School,%Al-Azhar%

Bintaro%School,%Mutiara%Harapan%School,%Khalifa%IMS%Bintaro%School%and%Al%Kautsar%Bintaro%School.%One%

of%the%strategies%carried%out%by%these%schools%is%to%conduct%Public%Relations%(PR)%through%cyber%with%

online%tools%such%as%social%media%in%the%form%of%Instagram%to%reach%consumer%loyalty%(Dewi, 2016; Susilo

& Fauzy, 2021).%The%following%is%data%on%the%number%of%followers%obtained%until%the%end%of%the%2022%

semester.% has% the% highest% number% of% Instagram% followers% among% other% private% Islamic% schools.% The%

school,%located%in%the%Bintaro%area,%precisely%on%Jalan%Jombang%Raya,%is%one%of%the%Islamic%private%schools%

that%has%experienced%the%impact%of%intense%competition%in%New%Student%Admissions%(PSB).%

SIT%Auliya%was%established%on%April%25,%1994,%starting%from%the%birth%of%the%Auliya%Integrated%

Islamic%Kindergarten%(TKIT)%in%Jalan%Cempaka,%Bintaro.%This%made%SIT%Auliya%the%first%Islamic%school%in%

the%Bintaro%Jaya%area,%South%Jakarta.%SIT%Auliya%carries%the%concept%of%Integrated%Islamic%education%that%

combines% Islamic% values% in% all% aspects% of% learning;% this% school% develops% students'% potential% and%

competencies%to%become%Smart,%Creative,%and%Pious.%Now%SIT%Auliya%continues%to%grow%and%develop%into%

an%innovative%school%in%the%learning%system,%supported%by%a%dedicated%team%of%educators%and%the%school's%

collaboration%with%parents%in%various%collaboration%programs.%

During%its%28-year%journey,%SIT%Auliya%has%developed%education%levels%for%students%who%want%to%

study%here,%starting%from%Kindergarten%(TK),%Elementary%School%(SD),%Junior%High%School%(SMP)%to%High%

School%(SMA).%The%tight%competition%in%student%admission%targets%makes%SIT%Auliya%have%to%think%of%a%

unique%and%appropriate%strategy%for%attracting%new%students%and%maintaining%the%comfort%of%its%students%

so%that%when%they%graduate%from%school,%parents%and%students%still%entrust%SIT%Auliya%with%the%next%level%

of%school%education.%

Along% with% the% emergence% of% globalization,% of% course,% it% does% not% know% national% borders.%

Likewise,%the%media%influences%and%is%influenced%by%globalization.%With%the%advancement%of%information%

technology,%many%phenomena%occur%in%society;%one%is%the%emergence%of%new%media,%or%online%media.%The%

term%digital%media%(new%media)%emerged%at%the%end%of%the%20th%century%and%was%used%to%refer%to%new%

media%that%combines%conventional%media%with%the%internet.%The%emergence%of%the%term%new%media%is%

closely%related%to%the%presence%of%the%internet%in%this%world.%

The%rapid%development%of%technology,%the%digital%world,%and%the%internet%have%impacted%the%shift%

in%the%public%relations%(PR)%trend%worldwide;%PR%has%begun%to%be%carried%out%through%cyberspace.%PR%

strategies%through%cyber%are%considered%more%prospective%because%prospective%customers%start%buying%

or%using%products%or%services%online,%especially%during%the%COVID-19%pandemic%(Hermawan & Hernawati,

2022; Rosliana & Loisa, 2018).% Good%and% targeted%communication%is%one% of%the%keys% to%PR% strategies%

through% cyber,% which% is% a% very% important% strategy% to% be% used% by%SIT% Auliya% PR% Practitioners% in%

establishing%good%relationships%with%their%public%online%(Al%Khomsa,%2015;%Nur’aini,%2020).%Every%other%

Islamic%private%school%must%have%a%strategy%that%distinguishes%it%from%other%educational%services%to%avoid%

losses%(Octaviani & Setyanto, 2019; Putra et al., 2021).% Maintaining% good% relationships% and% consumer%

loyalty% requires% communication% activities% that% require% strategy.% Not% only% conveying% messages% about%

products% and% services% to% the% public% but% also% having%the% right% message% content,% interesting,% easy% to%

understand,% the% right% program% and% media% that% suits% the% target.% This% is% done% so% that% all% forms% of%

communication%to%be%conveyed%can%run%effectively.%

SIT%Auliya%PR%Practitioners%face%several%challenges%in%carrying%out%PR%strategies%through%cyber,%

namely% handling% complaints% about% school% services% and% facilities,% building% good% relationships% with%

parents% (Customers),% and% organizing%events.% Practitioners.% SIT% Auliya% PR% needs% to% learn% to% find%

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opportunities%to%benefit%from%cyber%PR%strategies.%SIT%Auliya%must%also%continue%to%innovate%by%using%PR%

strategies%through%cyber,%namely%by%utilizing%the%use%of%online%media%and%social%media%that%are%currently%

trending,%namely%Websites%that%have%been%supported%by%Search%Engine%Optimization%(SEO),%YouTube,%

Facebook,%Instagram,%Google%My%Business%and%WhatsApp%to%attract%consumers%and%maintain%loyalty.%

SIT%Auliya%carries%out%its%external%function%with%PR%through%cyber,%namely%carrying%out%activities%

that% can% establish% good% relations% such% as% establishing% relationships% with% public% officials% such% as% the%

Mayor% of% South% Tangerang% and% the% Head% of% the% South% Tangerang% Education% and% Culture% Office,%

collaborating%with%communities%or%brands%to%create%campaigns%and%events%and%organizing%hot%events.%

Maintaining%customer%loyalty%is%very%important%for%private%Islamic%schools%such%as%the%Auliya%Sekolah%

Islam%Terpadu%because%it%will%be%more%difficult%if%the%school%relies%only%on%new%customers.%

The% Islamic% private% schools% use% various% strategies% to% seize%their% market% share,% which% is% the%

Muslim%middle%class.%One%of%the%strategies%used%is%to%use%PR%strategies%through%cyber.%The%difficulty%of%

Islamic%private%schools%getting%new%customers%can%be%due%to%the%considerable%cost%factor.%This%makes%PR%

strategy%through%cyber%a%way%to%reach%their%target%market%and%maintain%consumer%loyalty.%Seeing%the%

phenomenon%of%intense%competition%in%Islamic%private%schools,%the%role%of%Auliya%Sekolah%Islam%Terpadu%%

PR%Practitioners%in%developing%different%cyber%PR%strategies%to%maintain%consumer%loyalty%and%compete%

with%other%Islamic%private%schools%is%important.%Based%on%the%background%description,%this%study%aims%

to%analyze%SIT%Auliya%Bintaro's%Public%Relations%Strategy%for%maintaining%consumer%loyalty.%

METHODS)

This% research% uses% a% qualitative% approach% with% the% object% of% research% focusing% on% the% Public%

Relations%(PR)%strategy% applied% by% SIT%Auliya.%The%research% location% was%conducted%at% SIT% Auliya,% Jl.%

Jombang% Raya% No.49,% Jombang,% Ciputat,% South% Tangerang% City,% Banten,% with% a% research% period% from%

August%2022%to%November%2022.%

The% research% method% used% is% the% case% study% method.% This% approach% allows% researchers% to%

conduct% detailed% investigations% of% specific% phenomena% in% the% context% of% the% object% under% study,% SIT%

Auliya.%This%case%study%was%conducted%by%collecting%data%through%in-depth%interviews%with%informants,%

such% as% Customer% Division% Head,% Media% Manager,% and% Service% Supervisor% from% SIT% Auliya.% The%

determination% of% informants% is% carried% out% purposively,% considering%their% competence% and%

understanding%of%the%PR%strategy.%

Research% data% sources% consist% of% primary% and% secondary% data.% Primary% data% was% obtained%

through%in-depth%interviews%with%selected%informants,%namely%SIT%Auliya,%the%customer%division%head,%

the% media% manager,% and% the% service% supervisor.% The% secondary% data% was% obtained% from% SIT% Auliya's%

media%publicity,%books,%journals,%and%articles%related%to%PR%and%consumer%loyalty.%

Data%collection%techniques%are%conducted%through%in-depth%interviews%and%document%analysis.%

In-depth%interviews%are%conducted%to%understand%the%PR%strategies%applied%deeply.%Document%analysis%

was%conducted%on%media%publicity%and%other%official%documents%related%to%SIT%Auliya's%PR%strategy.%

The%data%analysis%process%follows%the%Miles%and%Huberman%model,%which%consists%of%four%stages:%

data%collection,%data%reduction,%data%display,%and%data%conclusion.%Data%obtained%from%interviews%and%

documents% were% analyzed% to% identify% themes,% patterns,% and% important% information% related% to% SIT%

Auliya's%PR%strategy.%

The%validity%of% the%data%is% checked%through%triangulation%techniques%by% comparing%data%from%

different%sources%and%methods.%Different%informants,%such%as%parents%of%students%and%Public%Relations%

Experts,%were%interviewed%to%ascertain%the%veracity%and%validity%of%the%information%obtained%from%the%

main% informant,% namely% the% internal% party% of% SIT% Auliya.% Thus,% this% study% ensures% the% reliability% and%

accuracy%of%the%research%results.%

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RESULTS)

1;K;@7IA,25@G9K8K,1;K;@7IA,"C;NK,H:7,!<NG;<;5C853,F9=;7,61,"C7@C;39,

In% the%PR% process% step% of% the% RACE% model,% through% research% (research),% the% identification% of%

strengths,% weaknesses,% opportunities,%and% threats% to% organizations% or% institutions% is% carried% out%

(Dilenschneider,%2022).%In%this%research% step,%the%Customer%Division%of%SIT% Auliya%identified%that% the%

Auliya%Bintaro%Sekolah%Islam%Terpadu%has%strength%in%its%characteristics%as%the%first%Islamic%School%in%the%

Bintaro%area.%This%is%marked%by%the%birth%of%this%school,%starting%from%the%Kindergarten%unit,%established%

in% 1994% with% a% total% of% 25% students% at% first.% With% Integrated% Islamic% education,% SIT% Auliya% combines%

Islamic%values%in%all%aspects%of%learning%to%develop%students'%potential%and%competencies%to%become%a%

Smart,% Creative% and% Pious% generation.% With% the% encouragement% and% support% of% parents,% SIT% Auliya%

continues%to%grow%and%add%its%school%units%to%every%level%of%education,%namely%Elementary%School%(SD)%

in%2000,%Junior%High%School%(SMP)%in%2006,%and%High%School%(SMA)%in%2014.%Until%now,%SIT%Auliya%has%

approximately%1500%active%students%and%12,000%alumni.%

This%characteristic% has%received%a% positive% response% from% parents%who%distinguish%SIT%Auliya%

from%schools%that%are%its%competitors.%The%service%subdivision,%part%of%the%SIT%Auliya%Customer%Division,%

can%conduct%research%through%surveys%and%ethnography.%Ethnography%allows%the%service%subdivision%

team%to%invite%parents%to%open%communication%by%sitting%together%outside%the%school.%This%activity%is%

usually%carried%out%in%relaxed%places%that%evoke%a%fresh%atmosphere%so%that%the%communication%is%open%

and%heart%to%heart.%This%communication%is%important%because%some%things%from%the%discussion%result%in%

suggestions,%proposals,%and%an%inventory%of%problems%that%must%be%addressed%immediately.%

Meanwhile,%surveys%are%usually%carried%out%through%polls%and%questionnaires%presented%in%digital%

form,%making%it%easier%for%parents%to%fill%out.%This%Online%Form%is%shared%via%WhatsApp,%which%can%be%

accessed%anywhere%and%anytime.%Still,%a%definite%filling%deadline%exists%to%process%the%collected%data%as%

evaluation%material.%

+O "PQE,!>;5C8H8I@C8:5,

Any%information%that%becomes%a%weakness%in%SIT%Auliya%will%gradually%trigger%SIT%Auliya%to%

improve.% But% now,% SIT% Auliya% focuses%more% on% the% outcome% or% output% of% its% products,% namely,%

educating%children%to%become%a%smart,%creative,%and%pious%generation.%

Any%weaknesses%in%Human%Resources%(HR)%will%certainly%be%upscaling,%which%is%enhanced%

by% training%teachers% and% staff% who% present% resource% persons% with% expertise% in% their% fields% and%

reputable%formal%institutions.%

Cyber%PR%SIT%Auliya%captures%the%opportunity%well.%With%the%development%of%today's%digital%

era,%prospective%parents%of%students%are%more%familiar%with%gadgets,%which%is%a%great%opportunity%

for%Cyber%PR%SIT%Auliya%to%do%digital%marketing.%Digital%marketing%uses%the%Ads%feature%integrated%

with% the% Instagram% platform.% The% Instagram% Ads% feature% can% expand% the% reach% of% posts% on% SIT%

Auliya's%Instagram,%which%is%limited%to%reaching%only%its%followers.%Boosting%Instagram%content%posts%

can%widen%the%reach%of%posts%more%targeted%at%prospective%parents%of%students%interested%in%finding%

information%about%schools%on%social%media.%The%reach%of%posts%can%also%be%set%demographically%as%

desired%according%to%SIT%Auliya's%target%consumers%in%the%middle-class%group.%Instagram%content%

boosted%with%Instagram%Ads%will%have%a%"Sponsored"%mark.%

Carrying% the% theme% "Best% School"% and% "Favorite% School,"% SIT% Auliya% not% only% targets% to%

become%a%dream%school%in%the%Bintaro%area%but%also%with%a%high%sense%of%optimism,%SIT%Auliya%is%

expected%to%expand%its%work%throughout%Indonesia%by%opening%branch%schools.%

SIT%Auliya%also%does%not%escape%the%threats%that%exist%in%its%institution.%The%threat%can%be%in%

the%form%of%factors%of%services%provided%by%the%school%to%parents,%competitors%who%are%schools%that%

stand%in%the%Bintaro%area%and%its%surroundings,%and%even%from%the%content%of%posts%

produced%by%the%media% subdivision.%From%every%threat% faced,%both%internal%and% external,%

!5C;75@C8:5@G,0:475@G,:H,":I8@G,";7J8I;,@5>,1;K;@7IA,%https://ijssr.ridwaninstitute.co.id/%

!0""1,Page%.$%)

Auliya% School% always% prepares% itself% to% make% a% breakthrough% or% innovation% to%overcome% these%

threats.%For%example,%when%facing%a%global%pandemic%experienced%by%the%world%due%to%covid-19.%The%

world%of% education%at%that% time%experienced%the% same%problem,%namely% social% distancing,%where%

learning% could% not% be% done% face-to-face.% Therefore,% SIT% Auliya% remains% focused% on% learning% and%

teaching%with%students.%Even%though%they%are%at%home,%learning%is%still%packaged%in%an%interesting%

virtual% manner.% SIT% Auliya% strives%to% provide% adequate% facilities% and% infrastructure,% such% as% a%

dedicated%internet%connection,%webcam,%computer,%and%other%supporting%tools,%so%online%learning%

runs%smoothly.%This%learning%product,%called%Auliya%Home%Learning,%was%also%published%in%national%

online%media%as%a%form%of%special%attention%of%SIT%Auliya%in%education%to%penetrate%time%and%space.%

This%is%certainly%the%best%service%to%parents%so%their%children%continue%learning%from%school%as%they%

should%but%still%maintain%applicable%health%protocols.%%

This%publication%activity%is%included%in%one%of%the%Public%Relations%Mix%Strategy%(PR%MIX)%

concepts,% namely% PENCILS,% developed% by% Thomas% L.% Harris.% The% PENCILS% strategy% consists% of%

Publications,%Events,%News,%Community%Involvement,%Information%or%image,%Lobbying,%negotiation,%

and% Social% responsibility.% According% to% Harris,% Public% Relations% Mix% combines%institutional% or%

company%communication%channels%that%aim%to%convey%messages%to%the%external%public%to%achieve%

good%and%profitable%communication%relationships%for%institutions%or%companies.%Because%it%uses%a%

cyber%PR%strategy,%SIT%Auliya's%customer%division%uses%online%media%communication%channels%that%

facilitate% sharing% links% so% that% messages% loaded% in% online% media% can% be% shared% through% various%

platforms,%including%social%media,%the%internet,%and%instant%messenger.%%

$O 2KK;KK<;5C,:H,"4II;KK,H7:<,F9=;7,61,67@IC8I;K,

The% Cyber% PR% strategy% run% by% SIT% Auliya% has% certain% targets% to% assess% the% success% of%

implementing%Cyber%PR.%The%easiest%assessment%is%when%the%number%of%incoming%students%reaches%

the%target%set%at%the%New%Student%Admission%Work%Meeting%(Raker%PSB).%From%the%PSB%Raker%event,%

several%important%elements%that%became%evaluation%materials%for%implementing%PSB%in%the%previous%

academic%year%were%discussed,%and%solutions%to%problems%and%obstacles%were%sought.%

After%finding%a%solution,%then%set%PSB%targets%and%targets%that%are%adjusted%to%the%Main%Work%

Indicators%(IKU)%of%the%Customer%Division.%Please%note%again%that%SIT%Auliya%is%a%tiered%educational%

institution%from%kindergarten%to%elementary%and%junior%high%school,%so%it%is%hoped%that%students%with%

good%experience% during%school% can%continue%to% the%next% level.% Parents%play% an% important%role% in%

deciding%their%children%to%go%to%school.%Therefore,%with%this%Cyber%PR%strategy,%parents%can%monitor%

their%children's%activities%at%SIT%Auliya.%Every%published%post%content%has%a%deep%meaning%to%parents.%

The%enthusiastic% response%of% parents% can% be%seen%when% sharing% posts% published%on%SIT% Auliya's%

social%media%to%her%social%media.%When%the%relationship%between%students%and%their%parents%has%

been%built%so%closely,%both%face-to-face%and%online,%it%will%produce%a%good%perception%in%their%eyes.%

Good%perception%in% the% eyes%of% consumers% is%important%so% that% they%will% continue% to%choose% SIT%

Auliya%as%their%favorite%school.%

.O 6G@55853,CA;,#;RC,"C;N,:H,F9=;7,61,67@IC8I;,

Several%things%are%taken%after%implementing%a%cyber-PR%strategy,%so%it%is%necessary%to%plan%

the%next%steps.%SIT%Auliya's%Customer%Division%innovates%and%improves%along%with%the%development%

of%technology%and%the%times.%For%example,%the%latest%IG%content%feature%is%Reels,%a%message%packaged%

in% audiovisual% form% currently% most% in% demand% by% young% people,%better% known% as% the% millennial%

generation.% This% innovation% of% delivering% messages% using% IG% Reels% is% very% effective% in% the%

affordability% of% its% messages,% which% have% an% average% performance% of% 1000% impressions% from%

followers%and%from%the%homepage,%exploring%and%scrolling%up%other%people's%IG%accounts.%

To%convince% parents% of% new% students% to% send% their% children% to% SIT% Auliya,% the% Customer%

Division%is%looking%for%parents%who%can%express%their%positive%impressions%and%experiences%with%SIT%

Auliya.%This%step%is%a%continuation%of%establishing%a%relaxed%communication%relationship%before.%The%

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process%of%taking%her%video%testimonial%was%in%a%school%environment%with%a%message%sentence%that%

was%made%naturally%without%losing%the%essence%of%her%impressions%and%experiences%after%sending%

her%child%to%SIT%Auliya.%

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Cyber%PR%practitioners%analyze%by%identifying%the%main%public%or%audience%that%is%expected%to%

communicate.%In%communication%activities,%the%target%audience%is%important%to%determine%because%it%is%

directly%related%to%funding,%message%effectiveness,%scheduling%activities,%and%achieving%goals%when%the%

point%to%be%achieved%escapes% the%reach%and% ease%of%evaluation%of%communication%activities% (Wahid &

Rizki, 2018).%

It%is%also%very%important%for%Cyber%PR%Practitioners%to%tailor%PR%goals,%strategies,%and%tactics%for%

each% public.% Senior% founder% and% international% public% relations% consultant% News% Hampshire,% Patrick%

Jackson,%formulated%several%objectives%for%the%public%relations%campaign:%the%first%is%public%awareness,%

which% is% to% create% public% awareness% related% to% the% social% field.% The% second% is% to% Offer% Information,%

providing% information% related% to% the% campaign% program% to% interested% audiences.% The% third% is% public%

education,%which%provides%understanding%to%the%audience%in%expressing%their%opinions%emotionally%by%

not% forgetting% ethics% and% reasonable% limits.% The% fourth% is% Reinforcing% Attitude% and% Behavior,%

strengthening%a%value%or%changing%the%audience's%behavior%through%the%communicator's%approval;%the%

last% is% Behavior% Modification,% changing% the% audience's% behavior%by% convincing% certain% social% safety%

programs.%

+O S;9,64=G8I,!>;5C8H8I@C8:5,

Public%identification%of%SIT%Auliya%can%be%done%by%surveying%consumers%who%have%entered%

Auliya% School% and% comparing% consumer% interest% in% joining% Auliya% School% with% competitors.% The%

survey%was%conducted%after%the%observation%session%by%the%psychologist%and%passed%the%observation.%

Parents%registered%online%and%observed%must%complete%the%commitment%form%before%paying%for%Re-

Registration.%The%financial%admin%asked%where%the%parents%got%their%SIT%Auliya%info.%Does%anyone%

reference%it?%Usually,%there%will%be%special%rewards%for%people%who%have%referred%new%parents%from%

external%SIT%Auliya%entry%lists.%

The%identification%of%parents%as%middle-class%people%can%also%be%seen%from%the%commitment%

form.% Parents% were% asked% about% the% School% Entrance% Fee% (BMS)% payment% stage.% Is% it% cash% or%

periodically?%All%information%regarding%financial%matters%is%explained%clearly%and%transparently%so%

that% the% commitment% form% is% the% initial% gate% for% the% formation% of% trust% between% the% school% and%

parents.%

To%detect%SIT%Auliya's%target%audience%through%digital%marketing%tools%from%both%SEO%and%

SMO,%refer%to%the%following%image.%

T8347;,+O,"!E,24G89@,E@73;C,24>8;5I;,U;<:37@NA8IK,

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The% graph% shows% that% SIT% Auliya's% Cyber% PR% activities% are% more% widely% accessed% and% in%

demand%by%mothers%aged%25-34%and%ages%35-44.%

$O F9=;7,61,Q=V;IC8J;K?,"C7@C;38;K?,@5>,E@IC8IK,

One%of%the%ultimate%goals%of%SIT%Auliya's%Cyber%PR%activities%is%consumer%loyalty.%Building%

good%relationships%through%Cyber%PR%to%achieve%loyalty%is%building%interaction%with%the%audience%

and% providing% the% audience% with% an% understanding% of% the% context% of% information.% In% addition,%

making% strategies% must% also% be% objectively% based% (the% achievement% of% goals% assessed% based% on%

cognitive,%affective,%conative,%and%action%loyalty).%When%viewed%objectively,%this%cyber%PR%strategy%

aims%to%reach%the%level%of%action%loyalty.%

From%the%analysis%conducted%by%Cyber%PR%SIT%Auliya%in%determining%the%goals,%strategies%and%

tactics% of% Cyber% PR,% there% are% results% where% parents% of% students% have% an% enthusiastic% sense% of%

interaction%with% online% tools%provided% by% Cyber%PR% SIT% Auliya.%Parents%who% are% happy% with% the%

Events%organized%by%SIT%Auliya%get%positive%reviews%to%convey%the%impression%as%an%IG%story%feature.%

Parents%of%students%who%received%excellent%service%from%SIT%Auliya%were%happy%to%share%positive%

comments,%which%ultimately%became%word%of%mouth%mutually%beneficial%for%both%parties.%

This%indicates%the%accuracy%of%the%analysis%of%the%main%public%identification%as%well%as%the%

strategies%and%tactics%carried%out%by%Cyber%PR%SIT%Auliya%to%maintain%consumer%loyalty.%

.O 1;K;@7IA,25@G9K8K,:H,F:<<458I@C8:5,"C;NK,H7:<,CA;,!<NG;<;5C@C8:5,:H,F9=;7,61,"C7@C;39,

Three% elements% must%be% present% in% all% communication% efforts,% namely,% the% source% of% the%

sender,% the% message,% and% the% destination% or% receiver.% To% communicate% effectively,% words% and%

symbols%from%the%sending%source%must%have%the%same%meaning%as%the%meaning%understood%by%the%

recipient%of%the% message.% Effective%communication%depends%heavily% on%the%involvement% of% these%

three%elements.%Online%tools%used%by%Cyber%PR%SIT%Auliya%have%adjusted%to%consumer%segmentation%

from%both%parents%and%students.%This%is%evidenced%by%the%affordability%of%published%messages%that%

always%get%a%response.%%

This%website%contains%all%the%information%about%SIT%Auliya,%starting%from%the%kindergarten-

elementary-junior-high-high%school%units.%Not%only%that,%the%information%contained%is%also%about%the%

leadership%starting%from%the%SIT%Auliya%Foundation%and%Management.%The%communities%formed%by%

the%Foundation%are%also%informed%on%this%website,%namely%ISTIYA%(Ikatan%Silaturahim%Orang%Tua%

Auliya)%and%Majelis%Taklim%Auliya.%This%website%has%a%domain%name,%www.sekolahauliya.sch.id.%

After% undergoing% several% developments,% this% website% is% not% only% a% place% for% information%

traffic% about% SIT% Auliya.% Still,% it% can%also% serve% the% audience% to% answer% messages% through% the%

HaloAuliya%WhatsApp%ChatBot%and%register%schools%through%SISTA%(SIT%Auliya%Information%System).%

For%the%publication%of%each%learning%activity%at%SIT%Auliya%that%can%be%monitored%through%

social%media,%the%Customer%Division%uses%Instagram%with%the%account%name%@sekolah_auliya.%Here's%

what%his%Instagram%account%looks%like.%The%SIT%Auliya%Customer%Division%uses%instant%messenger%to%

establish%interaction%with%parents%using%the%WhatsApp%application,%which%is%very%popular%and%can%

be%used%for%all%circles.%

a. U;H85853,PA;5,C:,F7;@C;,@5>,T7@<;,W;KK@3;K,

The%main%principle%of%framing%the%content%of%the%message%for%communication%is%to%know%

the%public's%views%and%the%problem%situation.%The%second%principle%is%to%know%the%target%public's%

needs,%interests,%and%concerns%(Cutlip,%2012).%In%determining%the%time%for%message%creation,%the%

SIT%Auliya%Customer%Division%refers%to%the%program%schedule%according%to%the%school%year%period%

compiled%on%the%academic%calendar.%In%addition,%segmenting%is%based%on%audience%age,%namely%

segmentation%for%adolescents%and%adults.%

b. D:CCG;5;IXK,85,F9=;7,61,2IC8J8C8;K,

The% barriers% to% understanding% and% explaining% the% message% are% between%the% message%

creator% and% the% recipient.% There% are% several% obstacles% encountered% in% the% communication%

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process,%namely%social%barriers,%age%barriers,%language%or%vocabulary%barriers%and%economic%and%

political%barriers%(Cutlip,%2012).%The%Customer%Division%faces%several%obstacles%by%prioritizing%

optimism%so%the%community%can%absorb%information%properly.%Obstacles%can%come%from%various%

sides,% such% as% complaints% from% consumers% that% must% be% handled% immediately% and% from%

supporting%devices%for%Cyber%PR%activities%such%as%internet%network%connections%and%technical%

obstacles%internally% contained% in% human% resources% and% externally%contained% in% school% units.%

Several%obstacles%need%to%be%detected%as%the%source%of%the%problem.%%

Identifying%Cyber%PR%obstacles%at%SIT%Auliya%comes%from%inadequate%human%resources.%

Based%on%information%submitted%by%Cyber%PR%experts%who%observe%the%ins%and%outs%of%Cyber%PR%

activities,%human%resources%in%Indonesia%are%still%limited%in%their%creativity%in%managing%Cyber%PR%

activities.%Although%the%development%of%technology%and%information%entering%Indonesia%has%been%

so%rapid,%Indonesians'%understanding%of%digital%skills%is%still%not%good.%Only%limited%as%a%user%but%

can%not%analyze%what%makes%social%media%work%effectively%and%efficiently%based%on%its%function.%

Our%human%resources%still%do%not%fully%understand%digital%ethics%and%security,%so%the%practice%of%

norms%on%social%media%is%still%not%good.%

“...%Although%it%has%advanced%rapidly,%there%is%still%a%lack%of%competence%from%Cyber%PR%

to%understand%or%our%creativity%is%limited;%sometimes,%because%our%understanding%of%

digital% creativity%is% still% lacking,% digital% skills% are% still% lacking.% You% know,% using%

Instagram,%but%we%don't%know%how%to%analyze%it;%sometimes,%there%is%still%something%

like%that,%right?%Even%an%understanding%of%digital%security%and%knowledge%about%digital%

security%and%ethics%is%minimal.%We%publish%only%the%important%thing%is%that%our%content%

comes%out%and%the%public%awareness%ladder%can.%But%we%must%also%understand%that%

there%are%norms%that%apply%and%that%can%trigger%a%negative%response%from%society.%And%

so%another%obstacle%is%that%not%all%of%our%target%audience%is%digitally%literate.%So%double%

in%terms%of%PR% practitioners,%sometimes%they%still%don't% master%digital%skills,%digital%

creativity%is% still% lacking,% analytical% thinking% and% creative% thinking% are% still% lacking,%

right?%Digital%Ethics%and%Digital%knowledge%about%Digital%Ethics%and%Digital%Security%is%

minimal,%right?%Likewise%with%our%target%audience%who%sometimes%they%are%confused%

about%how%to%access%information%through%PR%activities"%(interview%with%Mrs.%S.A.%Utari%

on%October%16,%2022)%

Identifying%obstacles%from%other%cyber%PR%activities%at%SIT%Auliya%is%the%search%for%content%

materials% in% the% field% and% a% list% of% problems% that% consumers% can% complain% about.% The% data% is%

obtained%by%means%of%surveys%and%ethnography%by%activities%that%are%often%carried%out%as%before%

and% are% still% considered% relevant% in% inventorying% problems% from% the% audience% directly% and%

quickly.% Input% and% suggestions% from% the% audience% also% sometimes% come% from% direct% message%

communication% channels% on% social% media,% so% messages% from% the% audience% are% considered%

constructive%suggestions%in%a%familial%manner.%

With%these%obstacles,%the%solutions%sought%by%the%Customer%Division%in%carrying%out%SIT%

Auliya's% Cyber% PR% strategy% include% managing% HR% skills% by% HRD% (Human% Resources%

Development).%As%previously%explained,%SIT%Auliya%conducts%training%relevant%to%the%problems%

to%be%solved%by%inviting%speakers%from%experts%and%related%agencies%with%expertise%in%their%fields.%

This%is%a%real%step%from%the%SIT%Auliya%Customer%Division%in%unraveling%obstacles%by%the%obstacles%

encountered.%

Suggestions%and%proposals%that%enter%the%Customer%Division%will%be%accommodated%and%

managed%according%to%the%level%of%existing%problems.%If%included%in%the%category%of%mild%problems,%

the%best%solution%will%be%immediately%responded%to,%and%the%best%solution%will%be%sought%so%that%

the%problem%is%resolved%immediately.%When%the%problem%is%of%moderate%level,%the%problem%will%

be%resolved%through%meetings%with%other%divisions%and%related%sections%related%to%the%problem%

to%be%faced.%The%problem%will%be%brought%into%the%Auliya%Sharing%Session%if%it%is%high-level.%This%

!5C;75@C8:5@G,0:475@G,:H,":I8@G,";7J8I;,@5>,1;K;@7IA,%https://ijssr.ridwaninstitute.co.id/%

!0""1,Page%.$*&

event%is%a%discussion%event%between%foundation%leaders,%SIT%Auliya%management,%and%all%school%

unit% leaders% with% parents% who% are% members% of% communities% such% as% the% Auliya% Parents%

Association% (ISTIYA),% Auliya% Taklim% Council,% Auliya% Community% Cooperative% and% Class%

Coordinator%consisting%of%parents%of%students%from%each%school%unit%from%TK-SD-SMP-SMA.%The%

result%of%this%event%and%became%the%first%step%in%the%formulation%of%new%policies%and%program%

innovations.%The%added%value%is%found%in%every%problem-solving%plan,%parents%can%also%unravel%

the%problem.%For%example,%in%fulfilling%skill%development%for%human%resources%at%SIT%Auliya,%you%

can%invite%resource%persons%from%parents%of%students%who%are%experts%in%their%fields,%references%

to%educational%tourist%attractions%when%there%is%a%field%trip%program%and%even%vendor%or%producer%

relationship%information%that%can%support%all%the%needs%needed%by%SIT%Auliya%at%a%more%affordable%

cost% and% guaranteed% quality.% SIT% Auliya% solves% problems% that% occur% by% deliberation.% Of% these%

deliberations,%a%positive%and%strong%collaboration%between%the%school%and%parents%will.%

c. U;C;7<85853,CA;,1;K4GCK,C:,=;,2IA8;J;>,85,W@85C@85853,F:5K4<;7,Y:9@GC9,

SIT%Auliya's%Customer%Division%determines%the%results%of%maintaining%customer%loyalty%

by% developing% from% excellent% service% to% customer% experience.% Customer% Experience% is% the%

experience%of%the%Customer%in%the%process%of%interaction%with%the%product%or%service%which%can%

be%formed%through%how%the%Customer%perceives%the%product%or%service%physically%(sense),%how%

the% Customer% feels% using% the% product% or% service% physically% (feel),% how% clearly% the% Customer%

understands% the% benefits% of% the% product% (think),% how% the% product% or% service% can% connect%

customers% with% others,% or% with% things% they% are% likely% to% meet% in% the% future% (relate)% and% how%

products%can%motivate%customers%to%be%able%to%have%a%positive%attitude%towards%products%(Act)%

(Izogo%et%al.,% 2018).% This% finding% about% customer%experience% is% closely% related% to% establishing%

good% relations% between% an% institution% and% its%audience% through% social% media.% Social%media%

activities% can% be% trusted% as% an% effort% to% provide% the% best% positive% service% and% experience% in%

transacting%and%communicating%with%customers.%This%is%marked%by%consumer%actions%in%liking%

uploads,% sharing%uploads,%giving%positive%comments,%and%transacting% through%company% social%

media%(Suha,%2021).%

The%implementation%of%SIT%Auliya's%Cyber%PR%strategy%to%maintain%consumer%loyalty%is%

always%monitored%for% the% accuracy%of%the% process% flow% from%start%to%finish.% The% process% flow%

monitoring%guide%is%seen%from%several%kinds%of%supporting%documents%such%as%the%Innovation%

Work%Plan%(RKI),%which%is%a%policy%resulting%from%Work%Deliberation%in%each%school%year,%Key%

Work%Indicators%(IKU)%standards,%Budget%Work%Plan%(RKAB)%and%Customer%Division%time%table%

for%1%school%year.%

RKI,% which% is% the% working% area% of% the% Customer% Division,%refers% to% the% Service% IKU%

regulations% and% Perception% IKU% regulations.% IKU% Services% consists% of% 5% aspects:% School%

Information%Services,%Parent%Relations%Services,%Supporting%Product%Services%for%Learning%and%

Teaching% Activities,% Cleaning% Services,% and% Security% and% Safety%Services.% Meanwhile,% IKU%

Perception%consists%of%4%aspects:%Perception%of%Education,%Perception%of%Employees,%Perception%

of%Service,%and%Perception%of%Brand%Unit%and%School.%

The% RKAB% prepared% for% the% SIT% Auliya% Customer% Division% is% listed% under% the% account%

name% Marketing% and% Service% Shopping.% Derivatives% of% the% account% are% 4% funding% allocations:%

Marketing%and% branding,% Service% and% community,% New% Student% Admissions% (PSB),%and% Hot%

Events.% Based% on% observations,% Hot% Events% is% an% activity% that% is% a% big% celebration% of% the%

Foundation%and%School%Unit,%which%is%part%of%the%responsibility%of%the%Customer%Division.%

Some% of% the% events% held% were% during% the% momentum% of% welcoming% parents% and% new%

students% called% Auliya% Welcoming% Day,% a% Report% on% the% achievements% of% student% trips% while%

studying% at% SIT% Auliya% for% parents% of% grade% 6% elementary,% 9% junior% high% and% 12% high% school%

students% called% Auliya% Achievement% Review% and% the% momentum% of% student% graduation% of% all%

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school%units% starting% from%TK-SD-SMP-SMA%namely%Auliya% Graduation%Day.% Then,%to% facilitate%

monitoring%of%Cyber%PR%activities,%the%Customer%Division%created%a%timetable%in%which%one%of%the%

references%refers%to%the%academic%calendar%set%by%each%school%unit%so%that%the%Cyber%PR%strategy%

is%carried%out%in%the%hope%of%maintaining%consumer%loyalty%can%be%monitored%easily.%

d. EA;,647N:K;,:H,"!E,24G89@,F9=;7,61,Z7:4N,C:,W@85C@85,F:5K4<;7,Y:9@GC9,

Cyber%PR%SIT%Auliya%undergoes%consistency%and%commitment%to%maintaining%consumer%

loyalty% and% aligning%performance% with% the% school's% vision% and% mission.% Based% on% the%

observations,% there% is% one% important% factor% that% can% make% all% teachers% and% employees% of% SIT%

Auliya% able% to% align% performance% with% the% vision% and% mission% of% the% school,% namely% the%

application%of%work%culture%values%as%outlined%in%the%Auliya%Dedication%Culture%(ADC).%

Internal% communication% can% be% understood% as% the% foundation% and% building% of% an%

organizational%culture.%Organizational%culture%determines%the%work%atmosphere%in%a%company%

based%on%values,%company%mission,%and%work%processes.%When%all%company%members%hold%the%

same% values% and% understand% the% company's% work% guidelines% and% mission% in% detail,% the%

organizational% culture% will% more% significantly% contribute% to% the% company's% development%

(Agustini & Purnaningsih, 2018).% The% form% of% internal% communication% in% instilling% Auliya%

Dedication%Culture%at%SIT%Auliya%is%the%We%Time%held%every%Friday.%From%the%meaning%of%the%word%

We%Time,%we%can%see%that%to%spread%noble%values%that%can%realize%the%school's%vision,%there%is%a%

need%for%charging%activities%for%teachers%and%staff%so%that%the%values%of%work%culture%known%as%

ADC%can%be%implemented%properly.%

Maintaining%consumer%loyalty%certainly%requires%strong%effort%and%determination%from%

teachers% and% employees.% No% exception% in% packaging% the% information% submitted.% SIT% Auliya's%

Customer%Division%believes%that%all%message%delivery%must%be%packaged%properly%but%must%not%

lie.%Every%publication%that%is%carried%out%always%tells%good%things%about%the%advantages%of%school%

products,%so%the%value%of%honesty%is%the%most%important%thing%in%establishing%good%relationships%

with%the%audience.%From%the%good%relationship%between%these%consumers,%the%Customer%Division%

can% choose% parents% of% students% as% well-known% consumers% to% become% school% advocates% while%

attracting%new%consumers.%

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The%rapid%growth%of%social%media%greatly%increases%the%social%visibility%of%consumers%and%

the%amount%of%online%brand%information%(So%et%al.,%2018).%The%Cyber%PR%strategy%carried%out%by%

the%SIT%Auliya%Customer%Division%is%an%effort%to%strengthen%online%school%branding%and%social%

visibility%of%consumers%in%cyberspace.%Therefore,%online%branding%continuously%intensifies%where%

SIT%Auliya%branding%is%campaigned%every%year.%

Social%visibility%can%directly%impact%the%extent%consumers%will%spread%positive%Word%of%

Mouth%(WOM)%(So%et%al.,%2018).%SIT%Auliya%indeed%feels%the%importance%of%social%visibility%in%line%

with%the%development% of%the%digital% era%as%it%is%today.%There%is% a% lot% of%news% from% someone's%

comment%column%on%the%internet%and%social%media,%which%can%become%viral%and%spread%through%

word%of%mouth%(WOM).%Data%from%the%New%Student%Admission%Committee%(PSB)%also%shows%that%

prospective%parents%know%SIT%Auliya%mostly%from%online%tools,%namely%social%media,%the%internet,%

and%instant%messengers.%

The% determination% of% the% period% of% the% SIT% Auliya% Cyber% PR% campaign% in% maintaining%

consumer% loyalty% also% refers% to% the% school% activity% program% for% 1% school% year.% The% period% is%

divided%into%3%periodicals%starting%from%half%a%semester,%one%semester%and%one%year.%

Routine% Cyber% PR% activities% are% known% to% maintain% consumer% loyalty% based% on%

observations%from%the%following%Cyber%PR%Experts.%

"Yes,%we%can%maintain%loyalty%as%long%as%we%regularly%routinely%have%certain%reps%

!5C;75@C8:5@G,0:475@G,:H,":I8@G,";7J8I;,@5>,1;K;@7IA,%https://ijssr.ridwaninstitute.co.id/%

!0""1,Page%.$*$

and%continue%to%provide%things%that%are%as%informative%and%educative%as%possible%

about%our%program.%Then%it%will%increase%their%trust,%public%trust%consumer%trust%in%

our%products%and%eventually%they%become%loyal"%(interview%with%Mrs.%S.A.%Utari%on%

October%16,%2022)%

1;K;@7IA,25@G9K8K,[J@G4@C8:5,"C;NK,:H,F9=;7,61,"C7@C;39,!<NG;<;5C@C8:5,

Evaluation% is% a% stage% that% should% not% be% left% out% in% any% activity% that% has% been% done.% Because%

evaluation%can%be%considered%as%a%new%first%step%to%start%the%next%activity.%For%an%effective%evaluation,%a%

starting%point%must%be%established,%a%basis%for%comparison%must%be%researched,%and%specific%objectives%

must%be%set%(Watson & Noble, 2014).%

The%SIT%Auliya%Customer%Division%carried%out%several%evaluation%efforts%in%carrying%out%the%Cyber%

PR%strategy%to%maintain%consumer%loyalty%through%several%ways%as%an%assessment%of%the%extent%of%the%

success%of%the%strategy.%The%results%of%the%evaluation%are%used%as%valuable%input%material%for%subsequent%

programs.%

+O PA9,"!E,24G89@\K,F9=;7,61,8K,F:5K8>;7;>,"4II;KKH4G,85,W@85C@85853,F:5K4<;7,Y:9@GC9,

SIT% Auliya's% Cyber% PR% strategy% can% successfully% maintain%consumer% loyalty% by% fulfilling%

information%consumers%are%interested%in.%Because%by%providing%information%on%consumer%interests,%

it%can%bring%relationships%and%interactions%closer%directly%and%indirectly.%%

Information% in% the% form% of% helpful%content% with% valuable% values% certainly% requires%

appropriate%means%to%convey%it%well%to%the%audience.%Seeing%the%development%of%information%flow%

in%this%digital%era,%SIT%Auliya%uses%social%media%in%the%form%of%Instagram,%which%has%5895%followers%

and%2797%posts.%

The%existence%of%SIT%Auliya%on%the%internet%can%be%reached%through% the%website%with%the%

Domain% name% www.sekolahAuliya.sch.id.% The% achievement% of% audience% interaction% on% the% SIT%

Auliya%website%in%the%period%2%August%–%30%October%2022%was%7338%users%and%22,457%page%views.%

SIT% Auliya% also% established% its% communication% through% instant% messenger% through%

WhatsApp,% which% has% stored% 2120% contacts% and% 11% WhatsApp% Groups.% Facilities% and% content%

produced%by%the%Customer%Division%that%are%easily%accessible%to%consumers%are%important%points%to%

feel%the%benefits%and%clarity%of%service%information%provided%to%consumers.%

f. U;C;7<85853, CA;, U@C@, #;;>;>, H:7, [J@G4@C8:5, :H, F9=;7, 61, 2IC8J8C9, 6G@5K, 85, W@85C@85853,

F:5K4<;7,Y:9@GC9,

Cyber% PR% SIT% Auliya% has% several% data% needed% to% evaluate%Cyber% PR% activity% plans% in%

maintaining% consumer% loyalty,% including% data% obtained% from% media% team% reports% and% digital%

marketing%consultants%every%month.%Search%Engine%Optimization%(SEO)%data%shows%the%ranking%of%

the%SIT%Auliya%website%indexed%by%popular%search%sites,%namely%Google,%on%the%First%Page.%With%the%

help%of%digital%marketing%consultants,%the%SIT%Auliya%website%strives%to%always%rise%on%the%Google%

First% Page% so% that% audiences% with% certain% keywords% easily% find% the% visibility% of% the% SIT% Auliya%

website.%12%keywords%are%monitored%as%evaluation%material%every%month.%

Other%data%were%obtained%through%surveys%and%ethnography%conducted%by%the%SIT%Auliya%

Customer% Division.% The% importance% of% this% data% is% because,% in% every% aspect,%it% is% considered% the%

target%of%the%policy%that%has%been%set%at%the%Work%Deliberation%so%that%it%becomes%a%policy%of%SIT%

Auliya%Management%that%must%be%lived.%

The% target% set% is% called% IKU,% which% is% the% Main% Work% Indicator.% This% IKU% report% is% an%

evaluation%material%that%is%reported%periodically%both%per%semester%and%per%academic%year.%When%a%

percentage%of%the%IKU%target%is%not%achieved,%a%solution%will%be%found%for%the%problem%that%causes%

why%the%IKU%target%is%not%in%line%with%expectations.%So%that%in%the%future,%there%are%corrective%steps%

to%ensure%work%as%planned.%

An%inventory%of%complaint-handling%data%is%also%needed%to%evaluate%cyber%PR%activity%plans%

to%maintain%consumer%loyalty.%The% data%is% a%list%of% problems%found% by%the% service%subdivision%of%

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Agung%Priyo%Sembodo1,%Aminah%Swarnawati2%

!0""1,Page%.$*.

ethnography.% Ethnography% is% conducted% by% means% of% in-depth% interviews% and% observations% of%

students'%parents.%Ethnography%aims%to%find%a%way%of%life%or%lifestyle%based%on%the%point%of%view%of%

parents%of%students%and%the%interaction%of%certain%socio-cultural%groups%(culture-sharing%groups)%in%

a%specific%space%or%context%by%comparing%them%with%other%social%systems.%

Q5G85;,E::GK,

In%practice,%PR%practitioners%can%utilize%online%tools%to%carry%out%their%functions%to%communicate%

with%the%public.%The%existence%of%online%tools%makes%communication%and%information%distribution%easier%

to%do%in%cyberspace.%Simply%by%accessing%internet-connected%communication%devices,%such%as%gadgets,%

computers,% or% laptops,% humans% can% communicate% with% each% other% and% send% information.% A% PR%

practitioner%can%use%the%right%online%tools%to%send%information%on%the%activities%of%his%institution,%be%it%

promotions,%events,%dissemination%of%releases,%and%so%on%(Puspitasari%et%al.,%2022).%

Online%tools%commonly%used%by%PR%companies%or%organizations%are:%

1. Social%Media%

Social% Media% or% social% media% is% very% effective% for% doing% PR% activities% because% netizens%

immediately%receive%the%information.%Social%media%users%are%still%classified%as%millennials%between%

18%and%34%years%old%(Kemp,%2021).%Liana%Evans%(in%Aditya%et%al,%2013)%categorizes%social%media%into%

six%types,%namely:%

a. Social%News%Sites%

This%type%of%social%media%provides%a%user%experience%to%send%news,%information,%articles,%videos,%

and%photos,%which%will%then%be%given%an%assessment%(vote%like%or%dislike)%on%the%information,%

like%Digg.com%or%Reddit.com,%a%global%social%news%platform.%

b. Social%Networking%

This% type% is% the% most% popular% in% Indonesia,% starting% from% the% Friendster% era,% continued% by%

MySpace,%and%until%now,%the%most%global%is%Facebook.%Although%since%2011,%Google+%began%to%

try%to%compete,%the%number%of%Facebook%users%in%Indonesia%is%still%the%largest%compared%to%other%

social%media.%

c. Social%Sharing%

Some%social%media%platforms%focus%on%featuring%various%content.%Popular%ones%include%YouTube%

and%Instagram,%where%YouTube%allows%someone%to%share%content%in%the%form%of%videos,%and%

Instagram%with%photo%content.%Both%of%these%platforms%are%always%developing%their%features%

according%to%the%needs%of%their%users.%With%the%highlighted%function,%users%can%quickly%know%in%

cyberspace%if%they% have% unique%and% preferred%content.%Therefore,% several%influencer% figures%

emerged%from%among%Youtubers%and%Celebrities.%

d. Blog%

This%type%of%social%media%gives%a%person%the%experience%of%expressing%himself%through%articles%

of%ideas,%thoughts,%and%information.%So%many%young%bloggers%in%Indonesia%have%become%famous%

for% their% writings% and%become% the% main% initiators% or% role% models% for% others% in% working% or%

working.%

e. Microblogging%

As% the% name% implies,% microblogging% provides% an% experience% for% users% to% write% messages% or%

information% that% contain% only% 140% characters% because% of% its% limitations.% What's% interesting%

about%this%social%network%is%its%limitations%that%allow%Twitter%to%replace%the%SMS%(Short%Message%

Service)%function%in%today's%younger%generation.%They%often%communicate%using%Twitter%and%

when%interesting%information%can%easily%spread%with%the%retweet%feature.%

f. Forum%

Forums%become%a%place%to%discuss%everything%from%everyday%topics%such%as%places%to%eat,%books,%

gadgets,% games,% automotive,% and% football%to% strange% things% you% might% not% think% to% discuss.%

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!0""1,Page%.$*L

Forums%become%the%first%place%for%a%person%to%seek%information%from%others%who%may%be%more%

experts%in%his%field%of%interest.%Currently,%the%forum%with%the%largest%community%members%in%

Indonesia%is%Kaskus.%

2. Internet%

PR% practitioners% use% the% internet% as% an% online% tool% to% provide%information% from% their%

institutions%through%websites%and%emails.%

a. Website%

A%website%or%site%can%be%defined%as%a%collection%of%pages%that%display%text%data%information,%still%

or%moving%image%data,%animation%data,%sound,%video,%or%a%combination%of%all%of%them,%static%and%

dynamic,%forming%a%series%of%interconnected%buildings,%each%of%which%is%linked%by%a%web%page%

(hyperlink).%If%the%information%content%of%a%website%remains%unchanged,%rarely%changes,%and%

the%content%of%information%only%comes%from%the%same%direction%as%the%website%owner,%it%is%static.%

Website%information%content%is%dynamic,%and%information%content%is%interactive%both%from%the%

direction%of%site%owners%and%users%(Susanto%et%al.,%2019).%Through%the%website,%PR%practitioners%

can%provide%interesting%information%and%promotions%by%utilizing%existing%features%to%strengthen%

the%bond%between%the%company%or%organization%and%its%public%(Angwarmase,%2014).%

b. Email%

Email%is%the%main%information%flow%source%and%an%effective%and%efficient%way%of%transmitting%

information%for%sharing%electronic%messages%between%an%organization%and%its%public.%Each%user%

can%exchange%messages%with%other%users%who%have%an%email%address.%In%email,%there%is%a%mailing%

list%feature,%a%list%of%several%email%addresses%combined%into%one%email%address%to%facilitate%the%

process%of%sending%messages.%If%mail%is%sent%to%a%mailing%list%address,%all%emails%registered%as%

members%will%receive%the%same%mail.%A%mailing%list%can%be%used%as%a%discussion%group%for%its%

members%or%to%exchange%information%online.%This%is%done%by%sending%a%letter%to%the%group's%

address%so%that% each%member%can% read%the%message% and%provide%a% response.%There%are% two%

types%of%mailing%lists:%public%mailing%lists%and%member%mailing%lists.%Members%or%non-member%

of%the%mailing%list%can%access%the%public%mailing%list.%At%the%same%time,%a%member's%mailing%list%

can% only% be% accessed% when% the% person% concerned% is% a% previous% member% of% the% mailing% list%

(Anshar,%2019).%

c. Instant%Messenger%

Instant% messenger% is% one% of% the% software% that% uses% Internet% services% and% is% a% form% of%

communication%that%is%much%loved%because%it%provides%text%conversation%services%in%real%time.%

Instant% messenger% is% a% feature% currently% widely% used% by% the% public% to% exchange% messages.%

Instant%messengers%have%created%a%virtual%space%for%interpersonal%communication.%Although%

having%the%ability%to%communicate%without%knowing%time,%fast,%and%practical%has%a%weakness%

that%it%is% easy%to%miscommunicate%or%miscommunicate%when%exchanging%information.%When%

asked%about%informants%who%had%to%choose%between%cyber%or%face-to-face%communication,%they%

all% replied% that% face-to-face% communication% would% be% more% effective.% Instant% messenger%

communication% that% is% popular% today% for% millennials% is% WhatsApp,% Blackberry% Messenger%

(BBM),%Line,%Kakao%and%WeChat.%

64=G8I,1;G@C8:5K,"C7@C;39,CA7:43A,F9=;7,

Using%communication%strategies%in%Cyber%PR%is%like%effective%communication%in%cyberspace.%In%

other% words,% Cyber% PR% establishes% a% relationship% between% cyberspace% and% online% communication%

experiences% (Samsup% &;% Kim% in% Aprinta,% 2014).% The% use% of% cyber% PR% strategies% does% not% experience%

significant% differences% from% conventional% PR% activities.% However,% Cyber% PR% emphasizes% the% use% of%

communication%technology%that%can%provide%efficiency%in%the%consumer%communication%experience,%such%

as%a%sense%of%personal%connection%and%interconnection%between%consumers%and%the%institution.%

By% carrying% out% a% Cyber% PR% strategy,% an% institution% can% connect% directly% with% consumers% and%

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Agung%Priyo%Sembodo1,%Aminah%Swarnawati2%

!0""1,Page%.$*M

potential% customers% without% being% constrained% by% space% and% time% (Mujianto,% 2021).% Then,% the%

advantages%of%carrying%out%a%Cyber%PR%strategy%in%terms%of%time%and%costs%are%more%efficient%and%effective%

than%conventional%PR%activities%that%still%rely%on%the%vortex%of%information%on%conventional%media%such%

as%television%and%newspapers%(Setiawan%et%al.,%2022).%

The% rapid% emergence% of% online% media,% of% course,% impacts%PR% activities.% PR% practitioners% are%

increasingly% encouraged% to% use% online% media% for% their% communication% activities,% giving% rise% to% many%

terms%ranging%from%digital%PR,%electronic%PR,%online%PR,%PR%2.0,%PR%on%the%Net,%and%cyber%PR.%

The%concept%of%Cyber%Public%Relations%is%a%touch%of%dynamism%in%communicating%using%online%

media.% This% allows% Public% Relations% practitioners% to% design% experiences% with% their% public% in% a% more%

personal%and%interactive%manner,%thus%bringing%out%individual%interpretations%from%the%public%involved%

(EB,%2016).%

In%addition,%the%Internet%has%a%very%large%role%in%communication%carried%out%by%organizations,%

especially%in%online%Public%Relations.%According%to%David%Phillips%and%Phillip%Young%(in%Suwatno,%2018),%

three%elements%cannot%be%separated%in% carrying%out%Public%Relations%activities%through%online% media,%

namely:%

1. Platforms:%places%used%to%access%the%internet,%such%as%laptops,%smartphones,%Personal%Computers,%

and%others%

2. Channels:%a%means%to%access%information,%e.g.,%messenger%instances%(WA,%Line,%Telegram),%internet%

(websites,%email,%blogs),%social%media%(Facebook,%Instagram,%Twitter,%TikTok).%

3. The%context:%the%situation%that%exists%when%accessing%information,%such%as%being%traveling%or%in%the%

office,%while%performing%the%activity.%

According%to%Onggo%(in%Puspitasari%&;%Purwani,%2022),%the%benefits%of%Cyber%PR%include:%

1. Constant% Communication% The% Internet%is% like% a% security% guard% who% never% sleeps% with% potential%

targets%of%the%public%around%the%world.%

2. The%fast%response%of%the%internet%allows%PR%Practitioners%to%respond%quickly%to%all%problems%and%

questions%from%the%public.%

3. The%Global%Internet%Market%has%closed%the%geographical%gap%when%connected%to%the%online%world.%

The%use%of%this%internet%media%allows%everyone%around%the%world%to%connect%with%each%other.%

4. Interactive%internet%makes%Cyber%PR%can%get%feedback%from%the%audience%or%web%visitors.%Thus,%PR%

practitioners%can%find%out%what%the%audience%wants%without%guessing.%

5. Communication%between%organizations%and%the%public%is%the%main%objective%of%Cyber%PR%activities%

because%these%activities%will%

6. assist%PR%Practitioners%in%building%strong%and%mutually%beneficial%relationships%that%offline%media%

cannot%do.%

7. Save%money,%Cyber%PR%can%make%organizations%more%efficient%considering%that%Cyber%PR%does%not%

require%printing%costs.%

From% Onggo's% explanation% above,% it% can% be% seen% that% the% internet% comes% by% offering% access%

speeds,%without%borders%or%geographical%barriers,%and%two-way.%

CONCLUSION)

With%the%development%of%technology%and%the%existence%of%the%digital%world,%such%as%social%media,%

internet,%and%instant%messaging,%SIT%Auliya's%Customer%Division%is%faced%with%the%need%to%carry%out%a%

Cyber%PR%strategy.%This%is%because%the%use%of%conventional%PR%alone%is%no%longer%sufficient,%so%there%is%a%

need% for% integration% with% digital% aspects.% It% is% proven% that% digitally% established% relationships% are%

important%in%maintaining%consumer%loyalty.%Through%this%research,%it%can%be%concluded%that%SIT%Auliya%

Bintaro's% Cyber% Public% Relations% Strategy% in% maintaining% consumer% loyalty% is% realized% through%

implementing%the% RACE% strategic% PR% management% process% (Research,% Analysis,% Communication,% and%

!5C;75@C8:5@G,0:475@G,:H,":I8@G,";7J8I;,@5>,1;K;@7IA,%https://ijssr.ridwaninstitute.co.id/%

!0""1,Page%.$*)

Evaluation)% combined% with% Cyber% elements.% At% the% Research% stage,% SIT% Auliya's% Customer% Division%

identifies%SWOT,%assesses%the% success,%and%plans%the%next%steps% in%Cyber%PR%practice.%In%the%Analysis%

stage,%the%main%public%identification%is%done%through%surveys%and%competitor%comparisons.%In%contrast,%

in% the% Communication% stage,% adjustments% with% consumers% are% carried% out% through% personal%

communication,% effective% message% creation,% and% determination% of% campaign% timing% appropriate% to%

school% activities.% At% the% Evaluation% stage,% the% fulfillment% of% information,% the% availability% of% easily%

accessible%content,%and%the%usefulness%of%services%are%considered%as%the%keys%to%success.%However,%the%

Cyber%PR%strategy%obstacles%were%also%identified,%including%technical%obstacles,%consumer%complaints,%

and% internal% HR% challenges.% Therefore,% this% strategy% must% be% optimized% with% optimism% to% overcome%

obstacles%and%ensure%the%public%can%receive%information%well.%

)

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