Penguatan citra sebagai mall rekreasi pada living world melalui event Snowy Christmas (Desember 2015- Januari 2016) = Reinforcing the image of family’s recreation mall on living world through Snowy Christmas event (December2015-Januari 2016)

Meilori, Meilori (2016) Penguatan citra sebagai mall rekreasi pada living world melalui event Snowy Christmas (Desember 2015- Januari 2016) = Reinforcing the image of family’s recreation mall on living world through Snowy Christmas event (December2015-Januari 2016). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Mall selain menjadi pemenuh kebutuhan, dapat menjadi tempat rekreasi yang menarik dan menyenangkan, hal ini mendorong bertambahnya mall-mall baru di Tangerang Selatan. Persaingan dilakukan dengan menyelenggarakan berbagai event. Salah satunya ialah special event yang bertema salju, dalam rangka memperingati hari Natal. Event Snowy Christmas bertujuan menarik minat keluarga untuk berekreasi ke mall. Penelitian ini bertujuan untuk mengetahui bagaimana pelaksanan aktivitas public relations yang dilakukan divisi Marketing Komunikasi Living World berupa event Snowy Christmas memperkuat citra dan mengapa divisi Marketing Komunikasi Living World menggunakan event Snowy Christmas pada Desember 2015–Januari 2016 dalam memperkuat citra sebagai mall rekreasi keluarga. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus dengan melakukan proses wawancara open ended. Hasil penelitian menunjukkan bahwa event Snowy Christmas terbukti memperkuat citra Living World sebagai mall rekreasi keluarga, yang didukung oleh Information Theory dan Model Komunikasi Laswell./ Mall is a place where people can fulfill their needs, but also can be a fun and exciting recreational place. This trend, triggers other malls to growing rapidly at South Tangerang. Competition amongst mall can be seen from various activities such as event that every mall held, and one of those is a snow-themed event, in order to celebrate Christmas day. This kind of special events, are capable of attracting and persuading customer to visit their Mall. This study then aims to find out how Snowy Christmas Event on Desember 2015- Januari 2016 as one form of Public Relation’s Activity of Living World’s Marketing Communication Division in an effort to strengthening the image of family’s recreation mall and why do Marketing Communication’s Division of Living World used that kind of strategy. From the results of research, and supported by Information Theory and Laswell Communication Methods, Living World’s image as a family’s recreation mall image can be strengthened through Snowy Christmas event.

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