Penerapan aktivitas marketing public relations pada pelaksanaan event "1001 Nights Arabian Night Food Festival" di LA Plaza

Sendjaja, Novina (2014) Penerapan aktivitas marketing public relations pada pelaksanaan event "1001 Nights Arabian Night Food Festival" di LA Plaza. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Summarecon Agung, Tbk merupakan perusahaan terbesar dalam bidang properti yang terkemuka di Indonesia, dimana ia membangun kota di kawasan Kelapa Gading, yang bernama Summarecon Kelapa Gading. Dengan konsep “kota di dalam kota”, Summarecon Kelapa Gading membangun Sentra Kelapa Gading yang terdiri dari Mal Kelapa Gading, La Piazza, dan Gading Food City. Sentra Kelapa Gading menjadi jantung kawasan Summarecon Kelapa Gading dimana sebagai pusat bisnis dan pusat perbelanjaan. Seiring dengan waktu, kebutuhan konsumen meningkat dengan pesat sehingga Sentra Kelapa Gading membuat inovasi untuk memenuhi kebutuhan para konsumennya. Penulis melakukan magangnya di Sentra Kelapa Gading sebagai Public Relations Department dan melihat adanya penerarapan Marketing Public Relations pada pelaksanaan event “1001 Nights Arabian Night Food Festival” di La Piazza yang merupakan bentuk aktivitas Marketing Public Relations yang menggunakan special event, promotion, publicity, dan media relation. Kegiatan ini berkosentrasi pada penerapan aktivitas yang digunakan untuk mencapai tujuan perusahaan / PT. Summarecon Agung Tbk is the largest company focus on the property industry in Indonesia, where it’s built the city in Kelapa Gading area named Summarecon Kelapa Gading. With the concept of "city within a city”, Summarecon Kelapa Gading Kelapa Gading build Sentra Kelapa Gading which consist of Mal Kelapa Gading, La Piazza, and Gading Food City . Sentra Kelapa Gading become the centre of Summarecon Kelapa Gading where as a business center and a shopping center. Over time, the increase of consumers’ need rapidly so that the Sentra Kelapa Gading make an innovation to fullfil the customers’ need. The Author did the internship in the Public Relations Department at Sentra Kelapa Gading and put the application of Marketing Public Relations. The Marketing Public Relation activity such as using special event, promotion, publicity, and media relation is carried out by doing the event “1001 Nights Arabian Night Food Festival” at Lapiazza. The event was concentrated to put the application of the activity in order to achieve company’s intention.

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