Informasi
Keywords
corporate image, organizational culture, public relations, rebranding, tax.
Document Type
Article
Abstract
This paper explains how the process of rebranding the logo of the Directorate General of Taxes (DGT) of the Republic of Indonesia carried out by DGT public relations in shaping the image by displaying the cultural values of the Ministry of Finance. This is motivated by the lack of a comprehensive explanation of the process of rebranding the logo in previous studies. At DGT, logo rebranding is carried out because of the low level of the public's trust in the DGT. Therefore, one of the strategies of the DGT public relations is the formation of an institutional image. This study uses a research method with a qualitative approach with data collection conducted by interviewing selected informants using purposive sampling techniques and source triangulation as a technique in testing the validity of the data. The results are analyzed using the Assessment, Communication and Analysis, Design, and Action planning model. The rebranding process was 1) describing the problem, 2) using all channels communication and objectives in delivering a new logo, 3) using professional consultants in planning that consist of research, strategy development, and implementation, 4) as well as carrying out plans, setting rules, and supervising all activities in the DGT's rebranding process.
Tulisan ini menjelaskan bagaimana proses rebranding logo Direktorat Jenderal Pajak (DJP) RI yang dilakukan oleh Humas DJP dalam membentuk citra dengan menampilkan nilainilai budaya organisasi Kemenkeu. Hal ini dilatarbelakangi oleh kurangnya penjelasan yang komprehensif terhadap proses rebranding logo pada studi-studi sebelumnya. Pada DJP, rebranding logo dilakukan karena rendahnya tingkat kepercayaan masyarakat terhadap DJP. Oleh karena itu, salah satu strategi Public Relations (PR) adalah dengan pembentukan citra institusi. Penelitian ini menggunakan metode penelitian dengan pendekatan kualitatif dengan pengumpulan data dilakukan dengan cara wawancara kepada informan terpilih menggunakan teknik purposive sampling dan triangulasi sumber sebagai teknik dalam uji keabsahan datanya. Hasilnya dianalisis menggunakan model perencanaan Assessment, Communication and Analysis, Design, dan Action. Proses rebranding yang dilakukan yaitu 1) menggambarkan masalah, 2) menggunakan semua saluran komunikasi dan tujuan dalam memberikan logo baru, 3) menggunakan konsultan profesional dalam perencanaan yang terdiri dari penelitian, pengembangan strategi, dan implementasi, 4) serta melaksanakan perencanaan, menetapkan aturan, dan melakukan pengawasan terhadap seluruh kegiatan pada proses rebranding Ditjen Pajak RI.
First Page
30
Last Page
45
Page Range
30-45
Issue
1
Volume
50
Digital Object Identifier (DOI)
10.21831/informasi.v50i1.29594
Source
29594
Recommended Citation
Noviardi, F., Rahmanto, A. N., & Slamet, Y. (2020). Logo rebranding: Indonesian tax authority public relations strategy in forming organizational culture images. Informasi, 50(1), 30-45. https://doi.org/10.21831/informasi.v50i1.29594
References
Anderson, M. R. (2010). Community psychology, political efficacy, and trust. Political Psychology, 31(1), 59-84. Doi: 10.1111/j.1467-9221.2009.00734.x
Anggoro, M. L. (2000). Teori & profesi kehumasan serta aplikasinya di Indonesia. Bumi Aksara.
Arkin, R.M., Shepperd, J. A. (1989). Self-presentation styles in organizations. In P. Giacalone, Robert A., Rosenfeld (Ed.), Impression management in the organization (pp. 125-139). New Jersey: Lawrence Erlbaum Associates, Inc.
Azizah, N. Z. N., & Imran, A. I. (2019). Proses Public Relations PT. Kereta Api Indonesia (Persero) dalam Membangun Citra Positif melalui Media Sosial Instagram @Keretaapikita. Performance: : Jurnal Personalia, Finansial Operasional, Marketing Dan Sistem Informasi, 26(1), 19-26. Doi: 10.20884/1.jp.2019.26.1.1385
Benedict, R. (1934). Patterns of culture. Boston; New York: Houghton Mifflin Company.
Benoit, W. L. (1995). Account, Excuses, and Apologies: A Theory of Image Restoration Strategies. Albany: State University of New York Press.
Bolhuis, W., De Jong, M. D. T., & Van den Bosch, A. L. M. (2015). Corporate rebranding: effects of corporate visual identity changes on employees and consumers. Journal of Marketing Communications, 24(1), 3-16. Doi: 10.1080/13527266.2015.1067244
Bungin, B. (2015). Pemasaran dan Brand Destinasi. Jakarta: Kencana.
Cangara, H. (2013). Perencanaan dan Strategi Komunikasi. Jakarta: PT. Raja Grafindo Aksara.
Cian, L., Krishna, A., & Elder, R. S. (2014). This Logo Moves Me: Dynamic Imagery from Static Images. Journal of Marketing Research, 51(2), 184-197. Doi: 10.1509/jmr.13.0023
Clark, J.R., & Lee, D. R. (2001). The optimal trust in government. Eastern Economic Journal, 27(1), 19-34. Retrieved from https://www.jstor.org/stable/40326012
Collange, V. (2015). Consumer reaction to service rebranding. Journal of Retailing and Consumer Services, 22, 178-186. Doi: 10.1016/j.jretconser.2014.07.003
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage Publications.
Cutlip, S.M., Center, A.H., & Broom, G. M. (2009). Effective Public Relations (9th ed.). Jakarta: Kencana.
Detik Finance. (2018, September 16). Tingkat Kepatuhan Pajak Masyarakat RI Masih Rendah. Retrieved from https://finance.detik.com/berita-ekonomi-bisnis/d-4214299/tingkat-kepatuhan-pajak-masyarakat-ri-masih-rendah
Dominick, J. R. (1999). Who Do You Think You Are? Personal Home Pages and Self-Presentation on the World Wide Web. Journalism & Mass Communication Quarterly, 76(4), 646-658. Doi: 10.1177/107769909907600403
Eek, D., Loukopoulos, P., Fujii, S., & Garling, T. (2002). Spill-over effects of intermittent costs for defection in social dilemmas. European Journal of Social Psychology, 32(6), 801-813. Doi: 10.1002/ejsp.122
Fajri, C. (2017). Peran Humas Dalam Meningkatkan Loyalitas Stakeholders Universitas Ahmad Dahlan. Informasi, 47(1), 97-108. Doi: 10.21831/informasi.v47i1.14885
Goffman, E. (1959). The Presentation of Self in Everyday Life. New York: Doubleday.
Goi, C. L., & Goi, M. T. (2011). Review on models and reasons of rebranding. International Conference on Social Science and Humanity, 5(2), 445-449. Retrieved from http://www.ipedr.com/vol5/no2/99-H10243.pdf
Harlow, R. F. (1976). Building a public relations definition. Public Relations Review, 2(4), 34-42. Doi: 10.1016/S0363-8111(76)80022-7
Hetherington, M. J. (1999). The effect of political trust on the presidential vote, 1968-96. American Political Science Review, 94(2), 311-326. Doi: 10.2307/2585398
Hunt, N. C., Iyer, G. S., & Jimenez, P. (2019). Election Outcome and Tax Compliance: The Role of Political Party Affiliation, Affect Balance, and Trust in Government. Applied Psychology, 68(2), 341-372. Doi: 10.1111/apps.12165
Indonesia Ministry of Finance. (2015). Peraturan Menteri Keuangan Nomor 234/PMK.01/2015 tanggal 20 November 2015 Tentang Organisasi dan Tata Kerja Kementeriangan Keuangan. Jakarta: System for Documentation and Legal Information (JDIH) Indonesia Ministry of Finance.
Indonesia Ministry of Finance. (2018). Keputusan Menteri Keuangan Nomor 865/KMK.03/2018 Tanggal 21 Desember 2018 Tentang Logo Direktorat Jenderal Pajak. Jakarta: Indonesia Ministry of Finance.
Indonesia Ministry of Finance. (2019a). APBN 2019. Retrieved from https://www.kemenkeu.go.id/apbn2019
Indonesia Ministry of Finance. (2019b). Nilai-Nilai Kementerian Keuangan. Retrieved from https://www.kemenkeu.go.id/profil/nilai-nilai-kementerian-keuangan
Jefkins, F. (2004). Public Relations. Jakarta: PT. Gelors Aksara Pertama Erlangga.
Kaur, H., & Soch, H. (2018). Satisfaction, Trust and Loyalty: Investigating the Mediating Effects of Commitment, Switching Costs and Corporate Image. Journal of Asia Business Studies, 12(4), 361-380. Doi: 10.1108/JABS-08-2015-0119
Khopipah, S., & Turistiati, A. T. (2019). Challenges of dual roles of marketing public relations and public relations in developing a positive image of PT. Overseas Zone. Informasi, 49(2), 91-100. Doi: 10.21831/informasi.v49i2.28256
Kim, S. (2010). Public trust in government in Japan and South Korea: Does the rise of critical citizens matter? Public Administration Review, 70(5), 801-810. Doi: 10.1111/j.1540-6210.2010.02207.x
Kirchler, E., Hoelzl, E., & Wahl, I. (2008). Enforced versus voluntary tax compliance: The '"slippery slope"' framework. Journal of Economic Psychology, 29, 210-225. Doi: 10.1016/j.joep.2007.05.004
Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations. Evanston, Illinois: Row, Peterson.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga, 14.
Lin, L.Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism Review, 65(3), 16-34. Doi: 10.1108/16605371011083503
Littlejohn, S.W., & Foss, K. A. (2011). Theoris of Human Communication (10th ed.). America: Waveland Press, Inc.
Lomax, W., Mador, M., & Fitzhenry, A. (2002). Corporate Rebranding: Learning from Experience. UK: Kingston Business School.
Lund, D. B. (2003). Organizational Culture and Job Satisfaction. Journal of Business & Industrial Marketing, 18(3), 219-236. Doi: 10.1108/0885862031047313
Melewar, T. C., & Saunders, J. (1998). Global corporate visual identity systems: standardization, control and benefits. International Marketing Review, 15(4), 291-308. Doi: 10.1108/02651339810227560
Melewar, T.C., Gotsi, M. and Andriopoulos, C. (2012). Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketinging, 46, 600-608. Doi: 10.1108/03090561211235138
Miles, M. B., Huberman, A. M., Huberman, M. A., & Huberman, M. (1994). Qualitative data analysis: An expanded sourcebook. Sage.
Miller, A.H., & Listhaug, O. (1998). Policy preferences and political distrust: A comparison of Norway, Sweden and the United States. Scandinavian Political Studies, 21(2), 161-187. Doi: 10.1111/j.1467-9477.1998.tb00010.x
Miller, D., Merrilees, B., & Yakimova, R. (2014). Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process. International Journal of Management Reviews, 16(3), 265-289. Doi: 10.1111/ijmr.12020
Morissan. (2009). Teori Komunikasi Organisasi. Jakarta: Global Indonesia.
Mulder, L. B., Van Dijk, E., De Cremer, D., & Wilke, H. A. M. (2006). Undermining trust and cooperation: The paradox of sanctioning systems in social dilemmas. Journal of Experimental Social Psychology, 42(2), 147-162. Doi: 10.1016/j.jesp.2005.03.002
Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: Destroying, transferring or creating brand equity? European Journal of Marketing, 40(7/8), 803-824. Doi: 10.1108/03090560610670007
Nguru, M. N., & Ibrahim, A. M. (2018). Public Relations and Employee Performance in Nigerian Institutions of Higher Learning. Informasi, 48(2), 267-279. Doi: 10.21831/informasi.v48i2.21972
Obasan, K. A. (2012). Organisational culture and its corporate image: A model juxtaposition. Business and Management Research, 1(1), 121-132. Doi: 10.5430/bmr.v1n1p121
OECD. (2019). Global Revenue Statistics Database. Retrieved from https://www.oecd.org/tax/tax-policy/global-revenue-statistics-database.htm
Poon, J. P. T. (1997). Communicating a Winning Image. Industrial and Commercial Training, 29(5), 158-165. Doi: 10.1108/00197859710171770
Porta, D. D. (2014). Methodological practices in social movement research. OUP Oxford.
Prichard, W., Custers, A., Dom, R., Davenport, S., & Roscitt, M. (2019). Innovations in Tax Compliance: Conceptual Framework.
Ratmono, D., & Cahyonowati, N. (2016). Kepercayaan Terhadap Otoritas Pajak Sebagai Pemoderasi Pengaruh Deterrence Factors Terhadap Kepatuhan Wajib Pajak Pribadi. Jurnal Akuntansi Indonesia, 2(1), 1-15. Doi: 10.30659/jai.2.1.1-15
Richard, J.E., & Zhang, A. (2012). Corporate image, loyalty, and commitment in the consumer travel industry. Journal of Marketing Management, 28(5-6), 568-593. Doi: 10.1080/0267257X.2010.549195
Ruslan, R. (1999). Manajemen Humas dan Manajemen Komunikasi (Konsepsi dan Aplikasi). Jakarta: PT Raja Grafika Persada.
Seyitoglu, F., & Yuzbasioglu, N. (2015). The role of strategic communication in hospitality industry. The Case of Antalya, 2(2), 16-35. Doi: 10.5296/jsss.v2i2.6526
Sonenshein, S. (2010). We're changing"”Or are we? Untangling the role of progressive, regressive, and stability narratives during strategic change implementation. Academy of Management Journal, 53(3), 477-512. Doi: 10.5465/amj.2010.51467638
Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumarto, R. H. (2016). Komunikasi dalam Kegiatan Public Relations. Informasi, 46(1), 63-72. Doi: 10.21831/informasi.v46i1.9650
Sutojo, S. (2004). Membangun Citra Perusahaan. Jakarta: Damar Mulia Pustaka.
Tambunan, M. R., & Anwar, R. (2019). Transformasi Budaya Organisasi Otoritas Perpajakan Indonesia Menghadapi Era Ekonomi Digital. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 5(2), 252. Doi: 10.17358/jabm.5.2.253
Tatham, S. (2008). Strategic communication: a primer. Shrivenham: Defence Academy of the United Kingdom.
Tevi, A.C., & Otubanjo, O. (2013). Understanding corporate rebranding: An evolution theory perspective. International Journal of Marketing Studies, 5(3), 87-93. Doi: 10.2139/ssrn.2197664
Theaker, A. (2001). The Public Relations Handbook. London: Routledge.
Torgler, B. (2007). Tax compliance and tax morale: A theoretical and empirical analysis. MA: Edward Elgar Publishing, Inc.
Trice, H. M., & Beyer, J. M. (1993). The cultures of work organizations. Englewood Cliffs: Prentice-Hall, Inc.
Vallaster, C. and Lindgreen, A. (2011). Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand. Industrial Marketing Management, 40(7), 1133-1143. Doi: 10.1016/j.indmarman.2011.09.008
Van den Bosch, A. L., De Jong, M. D., & Elving, W. J. (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10(2), 108-116. Doi: 10.1108/13563280510596925
Wang, J. L. (2016). Literature Review on the Impression Management in Corporate Information Disclosure. Modern Economy, 7(6), 725-731. Doi: 10.4236/me.2016.76076
West, R., & Turner, L. H. (2007). Pengantar Teori Komunikasi. Jakarta: Salemba Humanika.
Willcoxson, L., & Millet, B. (2000). The management of organization culture. Australian Journal of Management and Organization Behaviour, 3(2), 91-99. Retrieved from http://eprints.usq.edu.au/id/eprint/14037
Wu, H. C. (2014). The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments. Asia Pacific Journal of Marketing and Logistics, 26(4), 540-565. Doi: 10.1108/APJML-03-2014-0049
Yalley, A. A. (2018). Voter Response to Logo Rebranding of Electoral Management Bodies in Young Democracies: The Rebranding of the Electoral Commission of Ghana. Journal of Political Marketing, 1-23. Doi: 10.1080/15377857.2018.1477692