Strategi kampanye public relations BMW Group Indonesia dalam mengedukasi konsumen tentang pentingnya mobil listrik melalui promosi BMW I8 Roadster = BMW group Indonesia’s public relations strategy in educating customer in the significance of electric cars through BMW I8 Roadster promotion

Chencerissa, Chencerissa (2019) Strategi kampanye public relations BMW Group Indonesia dalam mengedukasi konsumen tentang pentingnya mobil listrik melalui promosi BMW I8 Roadster = BMW group Indonesia’s public relations strategy in educating customer in the significance of electric cars through BMW I8 Roadster promotion. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kendaraan listrik di Indonesia merupakan hal yang baru dan masih belum umum di masyarakat. Saat ini pemerintah sedang berfokus untuk mengembangkan ekosistem untuk kendaraan listrik di Indonesia. Melihat hal ini, BMW turut membantu untuk membangun infrastruktur kendaraan listrik melalui edukasi yang dijalankan. BMW melakukan edukasi penggunaan mobil listrik sebagai salah satu startegi untuk bersaing dengan kompetitornya yaitu Mercedes Benz. Salah satu cara yang digunakan BMW dari segi public relations untuk melakukan edukasi mobil listrik adalah menjalankan kampanye edukasi penggunaan mobil listrik pada ajang Gaikindo Indonesia International Autoshow 2018 lalu. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode penelitian deskriptif. Pengumpulan data primer dilakukan melalui wawancara sementara data sekunder melalui studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada informan kunci Vice President of Corporate Communication BMW Indonesia. Hasil penelitian menunjukkan bahwa BMW Indonesia menggunakan keenam tahapan dalam pelaksanaan kampanye edukasi mobil listrik pada ajang GIIAS 2018. / Electric vehicle in indonesia is new thing and is not common.Now the government is focusing to develop ecosystem to electric vehicle in indonesia. Considering this, BMW help to build the ecosystem of electric vehicle through educational campaign. BMW runs educational campaign as a strategy to compete with Mercedes Benz. In public relations ways, BMW was trying to educate society about electric vehicle is through educational campaign on Gaikindo Indonesia International Autoshow 2018. This research study used descriptive qualitative research methodology. The collection of primary data done through interviews, while secondary data through study literature and documentation. Interviews were conducted to key informants: vice president of corporate communication BMW indonesia. The result showed that BMW indonesia using 6 public relations step in the implementation of educational campaign in the electric cars on GIIAS 2018.

Item Type:	Thesis (Bachelor)
Creators:	Creators NIM Email ORCID Chencerissa, Chencerissa NIM0000015430 UNSPECIFIED UNSPECIFIED
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Rondonuwu, Roy Robert NIDN0029105501 roy.rondonuwu@uph.edu
Additional Information:	SK 41-15 CHE s ; 31001000137597
Uncontrolled Keywords:	BMW; kampanye edukasi; mobil listrik; public relations; BMW; educational campaign; electric vehicle; public relations.
Subjects:	H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions:	University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User:	Stefanus Tanjung
Date Deposited:	09 Dec 2024 04:04
Last Modified:	09 Dec 2024 04:04
URI:	http://repository.uph.edu/id/eprint/65712

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