Advertising Service Performance in The Public Service Development Division of LPP RRI Bengkulu
Keywords:
Public Service Advertising, Employee Performance, RRI Bengkulu, Public Administration, Performance IndicatorsAbstract
This study aims to analyze the performance of employees in the Public Service Development Division of LPP RRI Bengkulu, particularly in relation to the management and attraction of public service advertisement clients. Given the crucial role of radio as a mass communication medium, LPP RRI Bengkulu functions not only as a government broadcaster but also as a provider of promotional services. Employing a qualitative descriptive approach, data were collected through observation, interviews, and documentation with purposive sampling. Key informants included division managers and advertisement clients. The theoretical framework is based on Mahsun's (2006) performance indicators: input, process, output, outcome, benefit, and impact. Findings indicate that employee performance generally meets organizational expectations in terms of service delivery, though several obstacles remain—such as insufficient staff, limited technical training, and inadequate infrastructure. Issues with internet bandwidth and technical supervision further hinder optimal advertisement service execution. Moreover, there is a need for increased technical training to enhance staff skills, particularly in negotiation, proposal drafting, and client communication. The research concludes that while the current performance level is adequate, improvements in staffing, training, and infrastructure are needed to boost efficiency and service quality. The insights gained from this study are expected to contribute to the theoretical discourse in public administration, while also providing practical recommendations for LPP RRI Bengkulu in optimizing its advertisement services
References
Ardani, F. A. P. (2005). Upaya Biro Layanan Usaha RRI Jember untuk Menarik Konsumen Jasa Iklan. [Skripsi Sarjana, Universitas Jember].
Bennorth, K. (2019). Patient’s Perception is the New Reality: The Intersection of Multiple Stakeholders and Their Experience and Perception of Your Organization, and Why It Matters. The Modern Hospital: Patients Centered, Disease Based, Research Oriented, Technology Driven, 421–431, https://doi.org/10.1007/978-3-030-01394-3_39
Chahal, H. (2014). Development of marketing capabilities scale in banking sector. Measuring Business Excellence, 18(4), 65–85, ISSN 1368-3047, https://doi.org/10.1108/MBE-06-2013-0037
Elrod, J.K. (2020). Integrated marketing communications: a strategic priority in health and medicine. BMC Health Services Research, 20, ISSN 1472-6963, https://doi.org/10.1186/s12913-020-05606-7
Eysenbach, G. (2020). How to fight an infodemic: The four pillars of infodemic management. Journal of Medical Internet Research, 22(6), ISSN 1438-8871, https://doi.org/10.2196/21820
Gentzke, A.S. (2022). Tobacco Product Use and Associated Factors Among Middle and High School Students - National Youth Tobacco Survey, United States, 2021. Morbidity and Mortality Weekly Report. Surveillance Summaries (Washington, D.C. : 2002), 71(5), 1–29, ISSN 1545-8636, https://doi.org/10.15585/mmwr.ss7105a1
Ibrahim, I. (2019). The effectiveness of mass marketing communication as a digital logistics tools in promoting a new online public service platform. International Journal of Supply Chain Management, 8(4), 177–185, ISSN 2051-3771
Karavadra, B. (2020). Women's perceptions of COVID-19 and their healthcare experiences: A qualitative thematic analysis of a national survey of pregnant women in the United Kingdom. BMC Pregnancy and Childbirth, 20(1), ISSN 1471-2393, https://doi.org/10.1186/s12884-020-03283-2
Kominfo. (2020). Peta Jalan Digitalisasi Penyiaran Indonesia 2020–2024. Kementerian Komunikasi dan Informatika Republik Indonesia.
Mahsun, M. (2006). Pengukuran Kinerja Sektor Publik. Yogyakarta: BPFE.
Manurung, S. T. M., Lengkong, F. D. J., & Ruru, J. M. (2021). Employee performance in public broadcasting institutions: A case study of LPP RRI Manado. Jurnal Administrasi Publik, 7(1), 1–10.
McQuail, D. (2010). McQuail’s Mass Communication Theory (6th ed.). London: Sage Publications.
Robertson, M. (2021). Exploring changes in body image, eating and exercise during the COVID-19 lockdown: A UK survey. Appetite, 159, ISSN 0195-6663, https://doi.org/10.1016/j.appet.2020.105062
Romli, A. S. (2004). Jurnalisme Radio: Panduan Praktis Menjadi Penyiar Profesional. Bandung: Simbiosa Rekatama Media.
Schwartz, L.M. (2019). Medical Marketing in the United States, 1997–2016. JAMA - Journal of the American Medical Association, 321(1), 80–96, ISSN 0098-7484, https://doi.org/10.1001/jama.2018.19320
Scuotto, V. (2017). The effect of social networking sites and absorptive capacity on SMEs’ innovation performance. Journal of Technology Transfer, 42(2), 409–424, ISSN 0892-9912, https://doi.org/10.1007/s10961-016-9517-0
Sedarmayanti. (2003). Manajemen Sumber Daya Manusia: Reformasi Birokrasi dan Manajemen Pegawai Negeri Sipil. Bandung: Refika Aditama.
Sugiyono. (2010). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Surya Dharma. (2005). Manajemen Kinerja. Jakarta: Pustaka Pelajar.
Wang, H. (2018). SHINE: Signed heterogeneous information network embedding for sentiment link prediction. WSDM 2018 - Proceedings of the 11th ACM International Conference on Web Search and Data Mining, 2018, 592–600, https://doi.org/10.1145/3159652.3159666
Zamroni. (1992). Paradigma Pendidikan Alternatif. Yogyakarta: Bigraf Publishing.
