Transparansi Komunikasi Business to Business PT YMT Ads dalam Membangun Kepercayaan Klien

Adrian Rafael Hakeem; Citra Eka Putri; Muchamad Fauzi Djamal

doi:10.32509/kelola.v12i1.7870

Transparansi Komunikasi Business to Business PT YMT Ads dalam Membangun Kepercayaan Klien

Adrian Rafael Hakeem, Citra Eka Putri, Muchamad Fauzi Djamal

Abstract

This study examines a client-trust problem surrounding AdTech performance claims that connect digital exposure with transactions in physical stores. In Online-to-Offline (O2O) validation, PT YMT Ads holds greater technical knowledge and data access than its clients, while neutral third-party verification remains insufficiently available, making openness, clarity, and communicative accountability central to the company's client relationships. This study aims to understand how PT YMT Ads practices communication transparency and how that practice builds client trust. It adopts a constructivist paradigm, a descriptive qualitative approach, and a single holistic case-study method. Primary data were collected through in-depth interviews with three key informants, namely two Co-Founders and one Chief Growth Officer, supported by company documents and reporting materials, and analyzed through thematic coding guided by communication transparency, Public Relations relationship management, O2O validation, and trust. The findings show that PT YMT Ads practices transparency by providing substantial information, enabling client participation, and demonstrating accountability for results and data corrections. Trust is built through a traceable O2O evidence chain spanning data consent, coupons, store activation, redemption, and purchase receipts, and is further strengthened through the company's ability, benevolence, and integrity, and repaired through verifiable acknowledgment and correction.

Keywords

Communication Transparency; Client Trust; Public Relations; Online-to-Offline Validation; AdTech

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DOI: https://doi.org/10.32509/kelola.v12i1.7870