STRATEGI KOMUNIKASI IDENTITAS CORPORATE DENGAN PENGGUNAAN IMAGE LGBT

Abstract

The House of Raminten is a company that carries Javanese culture as a concept of its corporate identity, however they also use communication strategies to create a corporate identity related to LGBT. The purpose of this study is to find out how the house of Raminten uses communication strategies to create a corporate identity related to the LGBT. Raminten is not only able to survive in Indonesia, but also receives acceptance from the public, the government and the absence of complaints from them. This research used a qualitative method with a case study approach. The analysis focused on time series analysis and pattern matching analysis, to get a complete description related to the location of the study, namely The House of Raminten Yogyakarya. Data collection were collected by interview, observation and documentation. Interviews and observations were made with the House of Raminten managers, employees and customers. While documents were obtained from photos, social media accounts and articles about the House of Raminten. The results showed that since the establishment of The House of Raminten, they did not introduce identity as a company that supports LGBT, but The House of Raminten introduced itself as a "Javanese Traditional" restaurant. The House of Raminten has a communication strategy to create a corporate identity related to traditional Javanese restaurants, including: 1) Selling Javanese traditional menus and then given a unique name, 2) Waiters use Javanese traditional clothes 3) Design spatial like a Javanese house, 4 ) Using social media like Facebook and Instagram as advertising media, 5) At first The House of Raminten recruited many LGBT employees, this made the image of The House of Raminten very close to the LGBT community. There are several images formed in the community, including: 1) The House of Raminten as a unique place to eat, 2) The House of Raminten is able to represent Yogyakarta, 3) The House of Raminten as a place to eat for all circles, 4) The House of Raminten as places to eat with LGBT employees, 5) high tolerance towards LGBT, 6) high tolerance among employees of The House of Raminten towards LGBT built since its establish.The results showed that since the beginning The House of Raminten did not promote the company as a company with an LGBT image, but the LGBT image emerged over time due to the tolerance of the founder, the presence of symbols such as statues and transgender images, and the absence of explicit promotion and statement from The House of Raminten to support LGBT people who could create controversy in society.