Pendapat Pimpinan Universitas Swasta Tentang Manfaat Media Sosial Bagi Kinerja Profesi Public Relations

Neni Yulianita, M.E. Fuady


Many enthusiasts to the private university turned out to have consequences for the role of the managers to play their functions, particularly in promoting the university through various media are used as a tool in providing information, ad serving, doing publicity, and so on. The method used is survey method through the study of quantitative approach path analysis. The study population was faculty leaders on eight private universities in West Java. Results of this study certainly expected to be useful and provide input to the profession of Public Relations (PR) private university in West Java in an effort to build relationships with the public through the use of social media as a positive and favorable in order to improve the quality of relationships with its stakeholders and produce the findings of new data and information that are useful for PR private university related to the use of social media.


Social media, Public relations profession, Quality of the relationship, and Stakeholder

Full Text:



Dozier, D. M. & Broom, G. M. (2006). The entrality of practitioner roles to public relations theory. In C. H. Botan & V. Hazleton (Eds.), Public relations theory II (pp. 137–170). Mahwah, NJ: Erlbuam.

Hanna, Richard, Andrew Rohm, Victoria L. Crittenden (2011). We’re all connected: The power of the social media ecosystem. Business Horizons. Vol. 54, pp. 265-273.

Hansen, Derek, Ben Shneiderman, Marc A. Smith. (2011). Analyzing social media networks with NodeXL: Insights from a connected world. Boston: Elsevier

Kim AJ & Ko E. (2010). Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal Glob Fashion Mark. Vol. 1. No. 3, pp. 164–71.

Kim, Angella J dan Eunju Ko. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research. Vol. 65, pp. 1480–1486.

Kitchen, P. J. (2010). A marketing communication scenario for 2010. Research Paper for CIPR. London, UK: Chartered Institute of Public Relations.

Lee, Nicole. M., Sha, Bey-Ling, Dozier, David M., & Sargent, Paul. (2015). The role of new public relations practitioners as social media experts. Public Relations Review.Vol. 41. No. 3, pp. 411–413.

Noor, Juliansyah. (2014). Metodologi Penelitian; Skripsi, Tesis, Disertasi dan Karya Ilmiah. Jakarta: Prenada Media Group.

Papasolomou, Ioanna & Yioula Melanthiou. (2012). Social Media: Marketing Public Relations’ New Best Friend. Journal of Promotion Management. Vol. 18, pp. 319-328.

Richter A & Koch M. (2007). Social software-status quo und Zukunft. Technischer Bericht, Nr. 2007–01. München: Fakultät für Informatik Universität der Bundeswehr München

Sha, B.-L. & Dozier, D. M. (2012). Social media usage and classic practitioner roles. In Paper presented at the International Public Relations Research Conference March. Miami : FL

Sweetser, Kaye D. & Tom Kelleher. (2011). A survey of social media use, motivation and leadership among public relations practitioners. Public Relations Review. Vol. 37, pp. 425–428.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Creative Commons License
Jurnal Communicate is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.