Keberkesanan Strategi Perhubungan Awam terhadap Ekuiti Jenama: Perspektif Warga Tentera Udara Diraja Malaysia
Effectiveness of Public Relations Strategies on Brand Equity: Perspectives of Royal Malaysian Air Force Personnel
DOI:
https://doi.org/10.53840/ejpi.v12i3.250Keywords:
Ekuiti Jenama, Kesedaran Jenama, Asosiasi Jenama, Tanggapan Kualiti, Kesetiaan JenamaAbstract
Kajian ini meneliti keberkesanan perkhidmatan perhubungan awam Tentera Udara Diraja Malaysia (TUDM) berdasarkan ekuiti jenama dari perspektif warga TUDM sendiri. Tumpuan diberikan kepada pengukuran tahap kesedaran jenama, asosiasi jenama, tanggapan kualiti, dan kesetiaan jenama dalam kalangan warga kerja TUDM dalam usaha membentuk ekuiti jenama organisasi. Tinjauan kuantitatif telah dilaksanakan melibatkan 600 responden dari empat lokasi utama TUDM – merangkumi Markas TUDM (peringkat strategik) dan tiga pangkalan TUDM (peringkat operasi/taktikal). Responden dipilih secara persampelan rawak mudah, dan soal selidik diedarkan secara fizikal kepada kumpulan sasar. Dapatan kajian menunjukkan jurang yang ketara bagi setiap dimensi ekuiti jenama antara dua kumpulan tersebut (strategik vs. operasi/taktikal). Secara spesifik, kumpulan pegawai di Markas TUDM mencatatkan skor lebih tinggi bagi kesedaran, asosiasi, tanggapan kualiti dan kesetiaan jenama berbanding anggota di pangkalan. Hal ini mencerminkan perbezaan pemahaman warga TUDM tentang keberkesanan aktiviti komunikasi strategik yang dijalankan oleh Bahagian Perhubungan Awam TUDM mengikut peringkat dan lokasi tugas, di mana faktor-faktor seperti tahap jawatan, lokasi bertugas, pemahaman strategi, kadar penerimaan informasi dan tingkah laku mempengaruhi persepsi mereka. Oleh itu, kajian ini merumuskan bahawa strategi komunikasi korporat yang lebih berkesan – dengan memberi fokus pada pemilihan platform dan jenis komunikasi yang sesuai – amat diperlukan untuk meningkatkan pemahaman dan pengetahuan warga TUDM tentang organisasinya, sekaligus memupuk kesetiaan serta imej positif TUDM secara menyeluruh.
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