Citra Perusahaan Sebagai Aset

Abstract

PT Perkebunan Nusantara XIII Pontianak is an agro-business and agro-industrial con1pany spread across West Kali1nantan, East Kalimantan, South Kalimantan and Central Kalimaantan. The research are to find out how the company image is at PT Perkebunan Nusantara XIII Pontianak, to find out the company image constraints faced by PT Perkebunan Nusantara XIII Pontianak, and to find out how to solve the problem of corporate image at PT Perkebunan Nusantara XIII Pontianak. In this study the authors used qualitative data analysis methods with data collection using interviews and documentation and using descriptive data presentation methods. Based on the results obtained from interviews and documentation, it can be concluded that the company image at PT Perkebunan Nusantara XIII Pontianak is quite good. The obstacles faced in building a company image are a lack of funds and labor and a lot of damaged factory equipment so that production is not optimal. The solutions for the obstacles faced are improving the company's internal, making maximum use of human resources, repairing damaged factory equipment, using the right of reply to respond to negative news against the company, and holding meetings to resolve customer complaints.