Analysis of Net Promoting Score Utilization

Transcription

1 Analysis of Net Promoting Score Utilization Diani Nurul Muthmainnah* & Dr. Bambang Dwi Prasetyo** *Communication Science Major (Concentration: Communication Management), Faculty Social and Politic Science, University Brawijaya, INDONESIA. diani.muthmainnah{at}aiesec{dot}net **Head of Communication Science Department, Faculty Social and Politic Science, University Brawijaya, INDONESIA. prast_cdbl{at}yahoo{dot}com Abstract Along with the company needs to know the customer's opinion about the company or their products, Net Promoting Score is present as a modern survey equipment or metric. To analyze the use of the Net Promoting Score by taking the case of AIESEC as the media to see the NPS utilization as this organization has used the NPS so far. The finding through this research is that the NPS is still lack in measuring the product's condition. The reason is that the result of the NPS is too general and less detailed in explaining the personal opinion of the customer. NPS has helped in small scope in analyzing the customer, as for the survey result of the NPS. Keywords Customer; Metric; Net Promoting Score; Product s Condition; Satisfaction; Survey. Abbreviations Association Internationale des étudiants en Sciences Économiques et Commerciales (AIESEC) (In English: International Association of Students in Economic and Commercial Sciences); Net Promoting Score (NPS). I. INTRODUCTION C ONTINUOUS purchasing activity by customers is the ultimate ambition from each businessmen, thus it motivates them to compete each other to satisfy their customers [Akh Muwafik Saleh, 13]. Customer satisfaction is defined as the quality, the quality itself is something related to products, services, which meet or exceed expectations [Philip Kotler, 6]. Satisfaction is feeling happy or upset someone who emerged after comparing the perception, Impression of the performance or result of a product and expectation. So that when the customer is satisfied, the opportunity to gain customer loyalty is also getting bigger. According to Griffin [5] Customers called faithful or loyal if customers could indicate the purchase behavior regular and start decision-making. And as a form of the faithfulness of the customers, then perform the act of the purchase of goods or services that occurred uniformly at least two times for a certain period. According to Griffin [5] argues that customer loyalty is characterized by: 1. Make a purchase on a regular basis (repeat buyer) Customer repurchases the same products offered by the company. 2. Make purchases between product lines and services (purchases a cross product and services lines Customers making a purchase between lines of products/ services offered by the company. 3. Provide references to others (Refers other) Customer performs mouth-to- mouth communication with respect to the product to others. 4. Demonstrate immunity to pull competitors (demonstrates immunity to the full of competitions) Customers will not be keen to offer similar products produced by competitors. Thus based on Kaizen with its statement, only with continuously staying aware and create hundreds of thousands of small increases, it is possible to produce goods and services that satisfy customers authentic quality. The easiest way to reach it is by participation, motivation and continuous improvement of each and all of the employees in the organization. Staff participation is depended on the commitment senior management, a clear strategy and gritbecause kaizen is not shortcut but a process that runs continuously to create desired results [Sheila Cane & Martin Widjokongko, 3]. In the making of changes continuously in order to meet customer satisfaction, companies must know how customer s opinion in the use of goods or services from them, so negative or positive opinions given by the costumer that's made of materials evaluation by the company to continue to make improvements and continuous improvement to create goods or services which are intended by the customer. There are some survey forms that manage to be done by company or organization to understand their customer satisfaction [Daryanto & Ismanto Setyobudi, 4]. ISSN: X 2014 Published by The Standard International Journals (The SIJ) 366

2 Directly report This is a measurement that is done through direct questions. Derived dissatisfaction. The question to be addressed includes two main points which are how high expectation of the customer toward particular attribute and how well the performance that they have experienced. Problem analysis The customer that becomes the respondent is asked to utter the problem which is related to the company that has been faced and as well to give the feedback for improving the performance. Importance-performance analysis In this technique, the respondent is asked to rank various attributes from the company s offering based on how important those attributes are. Then, the respondent is also asked to rank the attributes of how well the company s performance is. In practice, the author takes the object of survey form for directly report through Net Promoting Score (NPS) which developed by Frederick Reichheld [9]. NPS is modern form of a questionnaire by using one single question to predict the customer perception. The customers as the respondent are asked the following question such as, How likely you to recommend company / brand / product to a friend / colleague/ relative? which will be answered by filling the score within range of 0 to 10. The NPS differentiates customer into 3 (three) types, which are, detractor (1-6), passive (7-8) and promoter (9-10) through formula of percentage of promoter minus percentage of detractor (% promoter - % detractor = NPS). The Harvard business review article stated that there is a strong relation between high NPS and high growth and one of advantages that as well stated in that article is that using additional metrics alongside NPS offers insignificant predictive advantage. (Frederick Reichheld [9] argues that everything you need to know to predict growth can be explained with NPS; he goes so far as to assert that other survey-based metrics, such as customer satisfaction, have no link to grow at all). In his research Frederick Reichheld [9] says By substituting a single question for the complex black box of the typical customer satisfaction survey, companies can actually put consumer survey results to use and focus employees on the task of stimulating growth. He wrote Our research indicates that satisfaction lacks a consistently demonstrate connection to actual customer behavior and growth. This finding is borne out by short shrift that investors give such reports as the American Customer Index. The ACSI, published quarterly in the Wall street Journal, reflects customer satisfaction ratings of some 200 U.S, companies. In general, it is difficult to discern a strong correlation between high customer satisfaction scores and outstanding sales growth, which means that he rejects the previous metric that is the American Customer Index. In his research Frederick Reichheld [9] believes that Net Promoting Score is the most effective metric to determine customer satisfaction and have a strong relationship to the development of the company, by providing a single question, he believes the company could see their customer behavior, between detractor, passive or promote In Indonesia, one of example for organization that is using NPS is AIESEC (it is the biggest International Youth Organization), in which this organization makes NPS as metric to measure, to evaluate, and to improve continuously the customer loyalty which reflects that implementation of Kaizen Theory. As one of the members of this organization, the author has found the inaccuracy of NPS. There is a question that is addressed to NPS, Does the meaning of the message that is sent by the customer through NPS can be translated by the recipient which is organization or company? II Type of Research RESEARCH METHOD Type of research is the most fundamental in a research which in this research, the type goes to qualitative research. Qualitative research determines to explain phenomenon deeply by collecting data as deeply as possible [Rachmat Kriyantono, 7]. In addition, according to Mudrajad Kuncoro [8], research method of qualitative descriptive means to analyze those data by describing or picturing the collected data just the way they are to be presented thus it can be understood easily by the reader. In qualitative research, it does not need to use population terminology, but it is called social situation based on Spradley which comprises of three elements which are place, actors and activity that interact in synergy [Sugiyono, 11]. This research has subjective character which requires the researcher is the integral part from the data; it means that the research actively defines the type of expected data. Based on that, the researcher becomes the research instrument that has to go on field to find the data [Rachmat Kriyantono, 7]. The researcher do the observation as the descriptive approach in the research, it is simply because it manages to picture and describe comprehensively the utilization of Net Promoting Score. In this research, the researcher would find out the data of Net Promoting Score which fits to the needs of the research based on the written of verbal data that in end it would be described Location and Timeframe of Research The research would be conducted in Malang where the research picked AIESEC Universitas Brawijaya as the informant and place to observe. It has to be AIESEC because the use of NPS as their survey instrument. The research was conducted for one year since July 1 st 2013 up to June 30 th Research Focus In a qualitative research it needs core problem or focus to be discussed. Sugiyono [10] explained that scope of the ISSN: X 2014 Published by The Standard International Journals (The SIJ) 367

3 qualitative research is called as research focus. Research focus explains about the core problem that is very general as its character. Focus of this research is the utilization of Net Promoting Score in AIESEC Universitas Brawijaya in processing the message that has been resulted through NPS itself Type and Source of Data Source of Data that used by the researcher in this research is qualitative data in the form of description not in a number. The data that would be collected are in two types, 1. Primary Data Primary data is the data coming from the earliest source. In this research, primary data that are used refers to the record of Net Promoting Score of AIESEC Universitas Brawijaya for one year period from July 1 st 2013 until June 30 th Another primary data is coming from the interview with Quality Board of AIESEC Universitas Brawijaya to gain more complete and detail data for the phenomenon. 2. Secondary Data Secondary data is the data that is gotten by finding and collecting it out. In this research, secondary data are gained from journal, book or article which relates academically with this research from competent authors Research Subject Research subject of this research is purposive sampling. Purposive sampling is data sample collection technique by determined consideration. Determined consideration here is like picking out a certain informant because this person is considered as the most who knows about our expected data, or it might be the leader of that organization which will make easier steps for the researcher to observe the object or social situation [Sugiyono, 11]. In this research, the research has chosen the criteria, which are, 1. Someone who understands Net Promoting Score 2. Someone who has applied Net Promoting Score in his organization or company 3. Someone who holds prominent role in the related organization 2.6. Data Collection Method There are three used methods, 1. Participative Observation According to Patton in Sugiyono [11], it is stated that the advantages of observation are, On field observation will allow the researcher to understand the context of the data in a whole of social situation which results with holistic understanding and perspective, Observation also allows the direct experience which enables the researcher to use inductive approach which means it will not be affected by concept or theories by theorist. Inductive approach opens the possibility of discovery a new thing. Observation on field as well gives a chance to the researcher to find out more something which might not be looked observantly by others, specifically by the people in that environment because they would say it is common thing which as well might not be gained from interview. Observation enables the researcher to find the stuff that could be untold from respondent due to sensitivity issue which may harm the institution of his identity. Comprehensive description can be gained through observation because it learns directly something which it is out of the respondent perception. Direct observation will also allow the researcher to get personal impression not only data which it means the researcher experience the social situation by himself. In this observation, the research involve in daily activities of people that are being the object of the research as the source of the research. While the researcher does its observation, it will also give chance for the researcher to do what the object does to experience the ups and downs of the object [Sugiyono, 2011]. In this participative observation, it is classified into four which are passive observation, moderate observation, active observation, and complete observation. The researcher would use the complete observation where the researcher was the part of Executive Board of AIESEC Universitas Brawijaya as Vice President of Incoming Exchange Global Internship Program. Therefore, the researcher participated wholly towards the activities of the organization to gain the expected data naturally. 2. In Depth Interview This method was done by giving the questions to chosen informant to gain more needed information which relates to the research. Interview was done intensely in order to gain complete data. In depth interview was done to Galuh Purbaningtyas as the official administrator of AIESEC Universitas Brawijaya that held authority of Net Promoting Score. She as well was responsible to quality of internal and external experience delivery of AIESEC Universitas Brawijaya. Through this interview, the researcher gained information and was able to understand the thought of informant through intense process of in depth interview. 3. Historical Document According to Ruslan & Rosady [1], this method is done by the researcher to gain data in the form of documentation of archive of the company. In this research it applied through getting the archive of Net Promoting Score records in AIESEC Universitas Brawijaya. The records were from July 1 st 2013 until June 30 th The limit of the archive was based on the period of leadership in AIESEC Universitas ISSN: X 2014 Published by The Standard International Journals (The SIJ) 368

4 Brawijaya that holds in that time frame. It followed the existence of research subject based on his role in AIESEC Universitas Brawijaya Data Analysis Technique In this research, the researcher used interactive analysis technique from Miles and Huberman. Its reason was because the fit of the technique with descriptive qualitative research itself. This analysis process takes some steps, 1. Data Reduction According to Sugiyono [11], data reduction is summing up the core discussion by focusing on prominent points. It means that the researcher has gained many raw data that need to be filtered by throwing out the unneeded data and only focus on related and important data. 2. Data Presentation According to Sugiyono [11], in qualitative research, data presentation can be done in a simple description, scheme, flow chart, etc. Miles and Huberman stated that in Sugiyono [11] the most frequent form of display data for qualitative research data in the past has been narrative text. In this research, researcher devised the data structurally. That process is needed in order to create conclusion easily. 3. Conclusion Drawing Sugiyono [11] has also stated that the third step in analyzing data for qualitative research is conclusion drawing and verification. Early conclusion or hypothesis is temporary statement; it will change if there are no available strong evidences which may support in data collection process. In this step, researcher concludes the meaning that can be gained from data that will be tested. In this step, the researcher creates the suggestion and recommendation for the next research about similar theme Data Validity Every research has to pass the process of data validity test. According to Rachmat Kriyantono [7], generally, data validity in qualitative research is in the process when the researcher does the data collection on the field as well in the process of interpretative analysis towards the data. Dwidjowinoto [Rachmat Kriyantono, 7] has stated that to analyze data in qualitative research, it manages to use triangulation analysis. Based on Willam Wiersma [Sugiyono, 11] Triangulation is qualitative cross validation. It assesses the sufficiency of the data according to the convergence of multiple data sources or multiple data collection procedures. In this research, the researcher chose triangulation technique. According to Sugiyono [11], triangulation technique to test the data credibility is done through data checking to the same sources with different technique. Interview Figure 1: Triangulation Technique for Data Collection according to Sugiyono [11] In this research, the researcher gained the data by observing then rechecking by doing interview and monitoring the documentation and organization archive of AIESEC Universitas Brawijaya. In case that the result from those three techniques result differently then the researcher will do further discussion to the related subject as the source to assure that later the gained data is true. III. Questionnaire RESULT Observation Kaizen theory states that each company and organization is suggested to improve continuously and to perfect the system in ongoing method. Essentially, Kaizen tells about the needs of continuous improvement by organization or company to fulfill the need and expectation of customer in order to create satisfaction. Kaizen is more focus on the process to generate authentic result. Kaizen theory as well explains about the importance of communication. Communication is defined as the tool to transfer various ideas and information. Effective communication can be created if the transfer process of it is clear and the recipient understands the message exactly the same like what is sent [Sheila Cane & Martin Widjokongko, 3]. AIESEC as one of organizations that implements Kaizen Theory as well does the improvement continuously. To answer the question, definitely it relates to communications principle particularly about translating message. According to David K. Berlo [2], the meaning of a message depends on their self by meaning it is defined through their backgrounds not in the words in the message. When it comes to define the score of 0 to 10 in NPS by customer, it has definitely various meanings. Therefore, the author analyzes the message of NPS by using Symbol Theory by Susanne Langer, Verbal and Non-Verbal Theory. In communications, Theory symbol of Sussanne Langer (in Little John 2012: 155) sees meaning as a complex relationship between symbols, objects and humans involving denotation (meaning together) and connotation (meaning private). Which means that when someone wants to use the symbol as a representation of the perceived meaning, then it could be the recipient symbol denotation or connotation thinking. In fact that not all symbol manages to describe the phenomenon. Scale in NPS which are 0,1,2,3,4,5,6,7,8,9, and 10 are Considered as the symbol that represents the internal ISSN: X 2014 Published by The Standard International Journals (The SIJ) 369

5 feeling of respondents. AIESEC organization could be interpreted symbol number 8 on the NPS as an ugly number, but it could be also the people who responded to the scale actually gives meaning to the number 8 is the number good. Not any of the parties can ensure that the scale on the NPS has meaning which is the denotation or Connotation. Symbol is categorized as verbal message which actually verbal message has 2 types which are spoken and written word. NPS is categorized as written word. Nevertheless to create effective communication, verbal communication that has been generated by NPS is not enough for company to analyze its customer behavior. Therefore, it needs as well non-verbal communication. Verbal and non-verbal communications have holistic character, which is defined to correlate each other. In communication activity, non-verbal communication is needed as the complement of someone in defining a message. Logically, it might be for someone who has given score of 9, in other side his non-verbal behavior, he shows angry facial expression. The perception is that verbal communication can be motivated by many factors such as psychological, cultural, emotional, etc. So as those factors, the verbally uttered message tends to be intentionally done, however for non verbal one is defined as an expression of internal feeling from someone that usually is not able to be translated in words, it is usually seen through facial expression, intonation of speaking and accent that cannot be controlled spontaneously. Commonly, people are way faster to define what is inside of someone s mind through what they see. Supposedly in communication activity, non verbal behavior is used simultaneously with verbal language because non verbal behavior gives accent and emphasis on verbal message. Non verbal behavior as the repetition of verbal language are defined as non verbal communication complete verbal statement and non verbal behavior as the replacement of verbal communication. NPS implements the equalization system to all respondents in generating score, where it results many different understanding from respondents toward scoring system. AIESEC has customer from 166 countries that definitely each country has different characteristic. It describes well that using NPS is difficult for company that has character of global. The question is how to unite the cultural diversity in term of characteristic in defining scoring system. Many countries can easily score 9 or 10. While for others, there is possibility that any countries that see the score of 6 to 8 is already represent its satisfaction. In AIESEC, one of proofs that the author found is that one of respondents from Japan scored 7 but in his comment he stated that AIESEC gave him great experience. In other case, the respondent from Indonesia that scored 7 put critiques and complaints on it which means that Japanese thinks that score of 7 is great score but for Indonesian, score of 7 is good enough by only seeing through the comment that they put. However not all respondent put comments when they fill the survey which means it hamper the process of AIESEC to assess its satisfaction delivery. To answer the second question, the author took the data of AIESEC Brawijaya as accurate data to prove how far NPS helps this organization to get insight in doing improvement continuously based on customer. In AIESEC Local Committee Brawijaya, to do improvement, it needs customer opinion. In the beginning this organization only depended on NPS as survey tool that helped them to get to know its customer satisfaction, customer loyalty, word to mouth and organizational growth. Table 1: NPS Records of AIESEC Brawijaya (1 July June 2014) 423 Records of NPS 207 No responses 21 respondents only filled the scale 216 responses 195 respondents filled complete As what we can see, the NPS utilization in AIESEC Brawijaya resulted 216 responses for period of July 2013 to June 2014 that can be claimed as effective enough where AIESEC Brawijaya had 195 responses that were filled 0 to 10 and explained the aspects that needed to be improved and upheld. Other 21 responses only filled scale 0 to 10 without comments and it means it is not effective because there was no further explanation about customer opinion toward this organization s performance. AIESEC Brawijaya at the same time received 207 not responded surveys that had nothing as input for AIESEC Brawijaya to do evaluation. As what explained before, if AIESEC only depends on this NPS so that AIESEC will not be able to predict the customer behavior. Insight that had been gotten by this organization is less than half of total of insight that supposedly to be gotten from customer. Deficiency of NPS that is found in AIESEC as the period of July 2013 until June 2014 includes: NPS is not able to analyze the current profit because its character is knowing current growth so that NPS is not be able to be used as measurement tool of company s success because the benefit still in calculation of future which means it cannot be confirmed precisely. Argumentation: There is nothing can ensure that the promoters will promote AIESEC to their colleague, family or friends as well whether in case they do it, they will do it in the near time or later on. NPS as well cannot ensure accurately the behavior of promoter in recommending AIESEC in practice. Another problem of NPS is that there are many ways to reach the same score. For example, a product can generate same NPS score of 20 when their promoter total is 20%, the passive total is 80% and detractor total is 0% and in another case promoter total is 60%, ISSN: X 2014 Published by The Standard International Journals (The SIJ) 370

6 passive total is 0% and detractor total is 40%. It can be seen that actually the product is going to be far different for the product that has 40% detractor with the 0% one even though the NPS score is the same, 20%. NPS is optimistic, as the evidence in NPS data of AIESEC Brawijaya in period of July to September 2013 in one of its products, GCDP, NPS assessed this product as a good product by seeing the score of NPS of 50 with total of promoter was 20, total of passive was 8 and total of detractor was 4. However, the high score as the result was only coming from total 32 customers or respondents while total of real customers were 83 people by meaning there were 50 people that did not fill NPS. Then, what to categorize those people who did not fill NPS. Clearly seen that generally this product is confirmed that it did not result authentic good for customer yet NPS claimed that GCDP as good product that had good responses. Table 2: NPS Report made by AIESEC Brawijaya for 1 July- 30 September 2013 for IGCDP product NPS Analysis of Promoters and Response Rate Frequency % of Promoter 20 63% 9 9 Promoters 8 3 Passive 8 % of Passive 25% NS 50 Score of NPS 50 igcdp Detractor 4 Total Respond Total Record % of detractors 32 % of Response 82 Rate 13% 39% NPS weakness in this organization as well can be seen from the records of 423 customers that resulted only 216 customers that responded and there were 207 customers that did not respond. It means that in 207 people that had no response on it we cannot ensure or confirm whether they were the part of detractor, passive or promoter. However that amount of no response which can be said as many, is not influencing final score of NPS. After analyzing the NPS in one year range, the author has found some respondents character that cannot be predicted by NPS, Table 3: Concluded Analysis from Total of 216 Filled NPS (21 of them are only scoring not answering questions) for Period of July 2013 to June 2014 Detractor Detractor Passive: This detractor only fills the score yet not answers the question of What improvement could we make to bring your rating closer to 10? Please be specific as possible This thing makes the organization unable to know what things to be improved which is impossible by only seeing the score of it without any comment. There many predictions could be addressed to this kind of detractor, he might be really upset, or lazy, or a non vocal detractor. Detractor Active: This detractor gives the score and answers the questions completely. This thing makes the organization easier to create improvement on the product and performance. This detractor is categorized as a vocal detractor; he possibly writes on his website or social media what he feels toward the company. Promotor Passive: Kind of promoter that does not answer the question of Great! What is the primary reason(s) you gave us a 10 when asked if you would recommend us? The thing that motivates this kind of response is hard to be predicted. This promoter may be categorized as non-vocal of promoter, even the company had positive treatments to this kind of person may be he will not tell to everyone or become a person who will promote the product. Promoter Active: This promoter answers the questions and explains what things to be upheld by th organization. This thing makes the organization notice what to do in keeping the quality of product and performance. Thus, NPS only contributes in small amount in helping this organization to get insights from the customer. The result from the score of NPS basically is not affecting enough toward this organization in doing improvement. For the organization that has many sub division or departments, NPS is not able to explain what to do in each departments which is caused of limitation of NPS result. Here's what was said by the Quality board AIESEC NPS is needed to global organizations such as AIESEC who have customers from different regions, with the NPS that works automatically send a survey to all customers facilitate AIESEC to know the opinion of their products in the eyes of the customer, but of course not as easy as it is to rely only on ISSN: X 2014 Published by The Standard International Journals (The SIJ) 371

7 the score of the NPS, sometimes we just look at the comments filled by our customers, not see the score obtained, but the problem is that not all customers fill in the comments. IV. CONCLUSION AND FUTURE WORK NPS is a starting point for an organization or company to know their own condition in customer s eyes. NPS is used as the tool to continuously motivate internal public organization or company to keep evaluating the performance by not only seeing score of NPS because of its limitation in seeing the score itself does not reflect real condition of organization or company. Well in fact the organization or company should combine NPS with other some survey tools or metrics. It is just like what AIESEC have done in completing NPS utilization by having customer visitation which means to visit the customer physically when the customer is still in Indonesia (for AIESEC Brawijaya), and another one which is Customer Satisfactory Survey that has been done in two ways which are whether to fill the survey directly or to be interviewed by AIESEC side. This survey has 15 questions with 2 kind of type of answers which are yes or no question and a column for comment in each question. But if we talk about how to predict mouth-to-mouth promotion by customer, there will be no an accurate metric can be predicted it. ACKNOWLEDGEMENT All the activity of what we are doing always get support a fabulous being of many parties. For that an expression of gratitude we should give to Galuh Purbanigtyas as quality board AIESEC brawijaya which has given records NPS of AIESEC Brawijaya to writers, Maulana Rizky Aldiansyah and Intan Aisyah as president AIESEC Brawijaya who has introduced AIESEC. REFERENCES [1] Ruslan & Rosady (2006), Metode Penelitian Public Relation Dan Komunikasi, Jakarta: PT. Raja Grafindo Persada. [2] David K. Berlo (1960) The Process of Communication (An Introduction to Theory and Practice), Harcourt School, Pp [3] Sheila Cane & Martin Widjokongko (1998), Kaizen Strategies for Winning through People, Edisi Bahasa Indonesia, Penerbit Interaksa, Batam, Pp [4] Drs. Daryanto & Drs. Ismanto Setyobudi (2014) Konsumen dan Pelayanan Prima, Jakarta: Gava Media, Pp [5] Jill Griffin (2003), Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan, Jakarta: Erlangga, Pp. 5. [6] Philip Kotler (2002), Management Pemasaran Jilid 2, Jakarta: Prenhallindo, Pp. 42. [7] Rachmat Kriyantono (2006), Teknis Praktis Riset Komunikasi: Disertai Contoh Praktis Riset Media, Publik Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran, Jakarta: Kencana Media Group, Pp. 58. [8] Mudrajad Kuncoro (2003), Metode Riset Bisnis dan Eknonomi, Yogyakarta: Erlangga, Pp. 21. [9] Frederick Reichheld (2003), The One Number You Need to Grow, Harvard Business Review, Pp. 3. [10] Sugiyono (2007), Statistika Untuk Penelitian. Bandung: CV, Alfabeta, Pp [11] Sugiyono (2011), Metode Penelitian Kuantitatif, Kualitatif Dan R&D, Pp. 219, 227, 247, 249, 252, 273. [12] Akh Muwafik Saleh (2010), Public Service Communication, Malang: UMM Press, Pp Diani Nurul Muthmainnah. Undergraduate student who is currently pursuing bachelor degree for Communication Science in Faculty of Social and Political Science of Universitas Brawijaya, Indonesia. She has contributed to 3 international conferences, which two of them she was the speaker and another 9 national conferences as well 6 local conferences, which three of them she contributed as the speaker. She involved in International Volunteering Project for HIV/AIDS which was Code Red in Ateneo De Manila University. Diani is currently alumni of AIESEC in Local Chapter of AIESEC Brawijaya with three year experiences as Team Leader of Outgoing Exchange Raising Competition in 2012, Delivery and Reception Manager for as well the latest one was as Vice President of Incoming Exchange Global Internship Program for Dr.Bambang Dwi Prasetyo, M.Si. His doctoral degree was pursued from Universitas Padjajaran, Indonesia for Communication Science in He also joined post doctor program at Flinders University, South Australia in He is now in charge as Head of Communication Science Department in Universitas Brawijaya. He has been contributing to 3 international seminars and 1 national seminar by becoming the speaker. Since 1994 until today, he has written 16 researches in communication science ISSN: X 2014 Published by The Standard International Journals (The SIJ) 372