Kajian strategi marketing public relations push pull pass pt. Dapur cokelat dalam membangun citra perusahaan

Uliasti, Ruth (2014) Kajian strategi marketing public relations push pull pass pt. Dapur cokelat dalam membangun citra perusahaan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian adalah untuk mengetahui bagaimana Strategi Marketing Public Relations PT. Dapur Cokelat dalam membangun citra perusahaan di benak konsumen. Konsep penelitian yang digunakan mengacu pada konsep Marketing Public Relations yang dikemukakan oleh Thomas L.Harris yakni Push, Pull, dan Pass. Serta diimplementasikan melalui kegiatan atau penerapan Marketing Public Relations. Metode yang digunakan peneliti dalam penelitian ini adalah metode studi kasus dan sifat penelitian Deskriptif dengan pendekatan Kualitatif. Data yang diperoleh dari wawancara dengan Key Informant dan Informant adalah data primer, sedangkan untuk data sekunder didapatkan dari studi kepustakaan dan dokumen Marketing Public Relations PT. Dapur Cokelat. Hasil penelitian menunjukkan bahwa strategi Marketing Public Relations yang dijalankan cukup baik, tetapi kegiatan sponsorship dan special event masih perlu dikembangkan lagi. Sedangkan untuk mengukur citra PT. Dapur Cokelat, Peneliti menggunakan konsep The Corporate Image Jigsaw dari Shirley (2000) yang terbagi menjadi empat indikator, yaitu personality, reputation, values, dan corporate identity. Kesimpulannya adalah PT. Dapur Cokelat sudah baik dalam membangun citra perusahaan di benak konsumen. Selain itu, dapat merealisasikan perannya sebagai pelaksana kegiatan Marketing Public Relations tidak hanya dalam bidang pemasaran tetapi juga menciptakan komunikasi dua arah timbal balik antara perusahaan dengan khalayak sasarannya demi tercapainya citra perusahaan yang positif. / The purpose of the study is to determine how the Marketing Public Relations strategy in building the corporate image of the company on consumer’s mind. The concept research that used refers to the concept of Marketing Public Relations that expressed by Thomas L.Harris, namely the Push, Pull, and Pass strategy. And also it is implemented through activities or implementation of Marketing Public Relations. The method used in this study is a method of study case, and descriptive studies of cases with the nature of the qualitative approach. The data that obtained from interviews with key informant and informant is primary data, in other case secondary data is obtained from the literature study, document Marketing and Public Relations of PT. Dapur Cokelat. The results of the research shows that the strategy of Marketing Public Relations run pretty well. Without forgetting that the activity on sponsorship and special event still that requires to be developed further. While the image of PT. Dapur Cokelat, researchers use the concept of The Corporate Image Jigsaw of Shirley (2000) which is divided into four indicators, which is personality, reputation, values, and corporate identity. In conclusion , PT. Dapur Cokelat has developed the image of the company that please the consumer minds. Otherwise, for be able to objectify its role as implementer of marketing public relations is not only on the marketing section but also to create the two ways communications between the company and target market behalf to achieve the image of positif company.

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