PERSEPSI PELANGGAN TERHADAP PROGRAM "LISTRIK PRABAYAR" PT. PLN (PERSERO) DISTRIBUSI JAWA TIMUR MELALUI MEDIA MASSA CETAK (Studi Kasus Kualitatif Persepsi Pelanggan di Surabaya Terhadap Sosialisasi program "Listrik Prabayar" PT. PLN (Persero) Distribusi Jawa Timur Melalui Media Massa Cetak Koran)

The study was based on the utilization of mass media, namely print newspaper print media as the Javanese solar post and media to optimize the performance of PT. PLN (Persero) Distribution of East Java, as the role of public relations at one of the state-owned companies, namely PT. PLN (Persero) Distribution of East Java, with the development of business enterprises, the public should increasingly be considered. Through the Public Relations function which includes the function of the communicator, the function relationship (Relationship), that the use of printed mass media of this paper can maximize service to customers located in the area of East Java . Utilization of newspaper print media is also to determine the extent to which the performance of PT. PLN (Persero) Distribution of East Java in a socialization program of prepaid electricity. Once the community, with the print media is facilitated in the customers see, and judge the service as well as information from PLN through the print media that in fact as a promotional tool. The method in this study is descriptive qualitative, ie a method that is easier to adjust when in fact double the research, presents researchers with a direct connection between the object of researchers, more sensitive and able to adjust to a lot of influence on the patterns of face value. Techniques of data analysis in this research is descriptive method, the data collected in the form of words and images. Data collection techniques in the form of interviews with four informants in-depth interview with the guide-interview. To obtain a positive public perception, qualitative method used was based on six aspects that perception consists of attitudes, motives, interests, interests, experiences, and expectations. The results of this study is the use of print media to sosilisasi prepaid electricity program can build a positive perception among customers with PT. PLN (Persero) in East Java. Key words: Perception and Socialization Media newspapers