STRATEGI KOMUNIKASI DIGITAL BERBASIS VRIO DALAM PENGELOLAAN KAMPANYE #SAYABERBUDAYASAFETY OLEH CORPORATE COMMUNICATION KPP MINING

Abstract

The development of digital media has encouraged companies to utilize digital communication as a medium for delivering workplace safety messages to employees. This study aimed to analyze the digital communication strategy implemented by the Corporate Communication division of PT Kalimantan Prima Persada (KPP MINING) in managing the internal campaign #SayaBerbudayaSafety and to identify the forms of messages and communication media used in the campaign. This research employed a qualitative approach with a case study method. Data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted using the VRIO framework (Value, Rarity, Imitability, Organization). The findings showed that the digital communication strategy was implemented through content planning, the use of content pillars, and the utilization of internal digital media such as Instagram and WhatsApp. Campaign messages were developed using persuasive, educational, and visual approaches tailored to the characteristics of the company’s internal audience. The VRIO analysis indicated that the #SayaBerbudayaSafety digital communication strategy possessed strategic value, distinctive communication characteristics, and organized communication management.