Komunikasi Persuasi Humas dan Sahabat dalam Program Solusi Umroh

Abstract

Abstract.The waiting list for Hajj trip as stated in the Ministry of Religious Affair for July the 14th 2017 has reached as long as 13 years period. In accordance to this, many people consider that Umrah can be counted as the altenative fo them to go to Makkah. The high level of people’s interest and desire to go to Makkah through Umrah created a trend of travel and service for Umrah especially in Bandung, for instance PT. SBL (Solusi Balad Lumamapah). The researcher aims to find out about how the persuasion communication is being applied through its public relations and sahabat SBL. The subjects of this study are the people who did the persuasion communication in PT. Solusi Balad Lumampah. The finding of this study is that the public relations division would explain briefly about the Umrah for only 1 million rupiah program to Sahabat, then Sahabat would pass on the information towards the customers, but first they will explain about the Fadillah (virtue) of Umrah, then about the 3 calls from Allah, next is about the travel lisence, the address of the office, Umrah provider, 5 pasti Umrah in the Misnistry of Religious Affair, then after all those explanations Sahabat will explain about the programs and seminar on Open Presentation Plan (OPP). The public relations division and Sahabat both use various media in introducing the program to the customers such as through talkshow program in television, and using many kinds of social medias such as twitter, facebook, instagram to upload their on going events, and printed medias as well such as brochures which is being given to the customer during a face to face session, they also use whatsapp to broadcast their recent programs and sales, putting on street banner and standing banner to inform people who pass by. Last, about the reason and intension for the use of persuasive technique in PT. SBL to introduce their Umrah with only 1 million rupiah is that the heterogenity of their customer make them need different kind of program therefore the care should also be different. And reward for Sahabat SBL to make them enthusiastic in doing the job (Syi’ar).

Keywords: Public Relations, Case Study, Persuasion, Persuasive Technique

Abstrak. Masa tunggu antrian haji yang terdapat di Kementerian Agama periode 14 Juli 2017 adalah 13 tahun lamanya. Melihat panjang serta lamanya masa antrian pergi ibadah haji membuat ibadah umroh menjadi alternatif bagi masyarakat yang ingin ke Baitullah. Tingginya minat masyarakat akan pergi umroh melahirkan banyak jasa perjalanan umroh di Bandung, salah satunya PT. SBL (Solusi Balad Lumampah). Peneliti ingin mengetahui bagaimana komunikasi persuasi yang dilakukan humas dan Sahabat SBL. Subjek dalam penelitian ini adalah orang yang melakukan komunikasi persuasi di PT. Solusi Balad Lumampah. Hasil penelitian ini adalah humas menjelaskan program secara singkat lalu mengarahkan kepada Sahabat, Sahabat mengenalkan program solusi umroh 1 juta dengan terlebih dahulu menjelaskan fadillah (keutamaan) umroh, lalu 3 panggilan Allah, lalu izin travel, alamat kantor, provider umroh, 5 pasti umroh Kementerian Agama, barulah masuk kepada program-program lalu seminar Open Presentation Plan (OPP). Kemudian hasil dari humas dan Sahabat menggunakan berbagai media dalam memperkenalkan program solusi umroh 1 juta ialah humas dan Sahabat menggunakan televisi untuk acara talkshow, twitter, facebook, instagram untuk mengunggah program-program dan kegiatan yang sedang dilakukan, brosur digunakan ketika tatap muka langsung dengan calon jamaah, whatsapp untuk mengirim pesan mengenai program atau promo yang sedang berlangsung, lalu spanduk dan standing banner untuk memberitahu orang atau tetangga yang datang bertamu ke rumah. Yang terakhir mengenai latar belakang PT. SBL menggunakan berbagai teknik persuasi melalui humas dan Sahabat dalam memperkenalkan program solusi umroh 1 juta karena banyaknya jamaah yang berbeda-beda sehingga membutuhkan penanganan yang berbeda pula. Dan reward sebagai pemacu Sahabat SBL untuk lebih semangat dalam menjalankan syi’ar.

Kata Kunci: Humas, Studi Kasus, Persuasi, Teknik Persuasi