STRATEGI MARKETING PUBLIC RELATIONS PEGIPEGI DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN

ANDRIYANIH, LILIS (2019) STRATEGI MARKETING PUBLIC RELATIONS PEGIPEGI DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Pegipegi (PT. Go Online Destination) is one of the travel agents (Online Travel Agent) in Indonesia, many competitors are Agent Tour & Travel in Indonesia such as Traveloka, Tiket.com, KAI access, Mister Aladin. The existence of very tight competition, making companies compete to carry out various strategies to attract consumers, this opens up a very wide opportunity for the community to get products/services that suit their wants and needs. make Pegipegi must have a different strategy with its competitors to attract, maintain Customer Loyalty. This study aims to determine Pegipegi Public Relations Marketing Strategy in maintaining customer loyalty. This research uses a theoretical basis according to Thomas L. Haris which explains that doing a Public Relations Marketing Strategy. namely: pull strategy tactics (interesting), push strategy (to encourage). And the third tactic, pass strategy. The method used in this study is a case study by conducting interviews with six sources of paradigm used are constructivists, with a qualitative descriptive approach. The results of this study found that Pegipegi carried out various activities of the Public Relations Marketing Strategy. Like Push Strategy: working with banking companies in Indonesia, Pull Strategy: holding events, press conferences and publications on social media such as Facebook, Instagram, Twitter, Pass Strategy: doing CSR, and the PepePoint Reward program Keywords: Strategy, Marketing Public Relations, Customer Loyalty Pegipegi (PT. Go Online Destination) merupakan salah satu biro perjalanan (Online Travel Agent) di Indonesia, banyak pesaing Agent Tour & Travel di Indonesia seperti, Traveloka, Tiket.com, KAI access, Mister Aladin. Adanya persaingan yang sangat ketat, membuat perusahaan berlomba-berlomba melakukan berbagai strategi untuk menarik para konsumen, hal ini membuka peluang yang sangat luas bagi para masyarakat untuk mendapatkan produk/jasa yang sesuai dengan keinginan dan kebutuhan mereka. membuat Pegipegi harus memiliki strategi yang berbeda dengan para pesaingnya untuk menarik, mempertahankan Loyalitas Pelanggan. Penelitian ini bertujuan untuk mengetahui Strategi Marketing Public Relations Pegipegi dalam mempertahankan loyalitas pelanggan. Penelitian ini menggunakan landasan teori menurut Thomas L haris yang menjelaskan bahwa melakukan Strategi Marketing Public Relations. yaitu : taktik pull strategy, push strategy, pass strategy. Metode yang digunakan dalam penelitian ini adalah studi kasus dengan melakukan wawancara kepada enam narasumber, paradigma yang digunakan adalah konstruktivis, dengan pendekatan deskriptif kualitatif. Hasil penelitian ini mendapatkan bahwa Pegipegi melakukan berbagai kegiatan Strategi Marketing Public Relations. Seperti Push Strategy: bekerja sama dengan perusahaan perBankkan, Produk dan Brand terkait, Pull Strategy: mengadakan event, konferensi Pers, dan publikasi di media social seperti, facebook, Instagram, Twitter, Pass Strategy: melakukan CSR, dan program PepePoint Reward Kata Kunci : Strategi , Marketing Public Relations, Loyalitas Pelanggan

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 196
NIM: 44214110157
Uncontrolled Keywords: Strategi , Marketing Public Relations, Loyalitas Pelanggan
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.5 Relations of Individual to Society/Hubungan antara Individu dan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Dec 2019 03:37
Last Modified: 08 Jan 2020 03:08
URI: http://repository.mercubuana.ac.id/id/eprint/52924

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