Strategi eksternal public relations PT. Todachi Indonesia dalam mempertahankan reputasi positif sebagai pengganti produk kompor Hitachi = PT. Todachi Indonesia's external public relations strategy in main

Gunawan, Silvya (2013) Strategi eksternal public relations PT. Todachi Indonesia dalam mempertahankan reputasi positif sebagai pengganti produk kompor Hitachi = PT. Todachi Indonesia's external public relations strategy in main. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Adanya pertukaran teknologi antara pihak Hitachi yang memutuskan untuk berhenti memproduksi kompor dengan PT. Citra Surya Abadi Prima yang dahulu merupakan supplier dan tempat produksi kompor merek Hitachi, menelurkan sebuah merek baru bernama Todachi. Untuk tetap bertahan sebagai produk merek baru namun kualitas lama yaitu kualitas Hitachi, Todachi berusaha mempertahankan reputasi positifnya sebagai pengganti produk kompor Hitachi dengan menjalankan beberapa strategi yang didukung dengan menjaga consumer relations. Metode yang digunakan dalam penelitian ini adalah metode penelitian studi kasus dengan pendekatan kualitatif. Terdapat dua sjenis sumber data dalam penelitian ini yaitu sumber data primer dan data sekunder. Teknik pengumpulan data yang penulis gunakan adalah wawancara mendalam dan teknik observasi nonpartisipan dalam mengumpulkan data primer, serta studi kepustakaan dan teknik dokumentasi untuk mengumpulkan data sekunder. Wawancara mendalam dilakukan dengan satu key informant dan dua informants. Dari penelitian yang dilakukan, diperoleh bahwa PT. Todachi Indonesia menjalankan beberapa strategi eksternal untuk mempertahankan reputasi positif sebagai pengganti produk kompor Hitachi yang didukung dengan menjalankan consumer relations. / Technology substitution between Hitachi who decided to stop their gas stove production and PT. Citra Surya Abadi Prima who was a supplier and production place of Hitachi gas stove, produce one new brand named Todachi. To stay stand as a new brand with old quality which is Hitachi’s quality, Todachi keep on maintaining their good reputation as Hitachi stove substitution product by implementing some strategies which is supported by maintaining consumer relations. The method used in this research is by using case study method with qualitative approach. There are two sources of data, primary and secondary data. The data collecting techniques are using in depth interview and nonparticipant observation technique to collecting the primary data, and using literature study and documentation to collecting the secondary data. In depth interview is applied with one key informant and two informants. From the result of the research, PT. Todachi Indonesia is implementing some external strategies to maintaining good reputations as Hitachi stove substitution product which is supported by maintaining consumer relations.

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