GLADYS, CLAUDYA SEPTINA (2020) STRATEGI MARKETING PUBLIC RELATIONS PT MARDOHAR CATUR TUNGGAL GAYA DALAM MENSOSIALISASIKAN KESADARAN KONSUMEN TERHADAP KEPENTINGAN PRODUK COVERALL. S1 thesis, Universitas Mercu Buana.
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Abstract
The lack of awareness of the importance of protective clothing in work safety is due to the high rate of work accidents in Indonesia. In socializing the importance of personal protective clothing, companies need to make certain strategies so that the objectives of the socialization are conveyed properly. PT Mardohar Catur Tunggal Gaya as a garment company that produces protective clothing, has a Marketing Public relations strategy in promoting consumer awareness of the importance of coverall products as safety clothing. The theory used in this research is the foundation of Rusady Ruslan's theory which discusses the 3 concepts of Marketing Public Relations strategies namely Pull Strategy, Push, Strategy, Pass Strategy. This research paradigm uses the post-positivism paradigm. This research approach is qualitative with descriptive qualitative research methods. In collecting data, this study uses in-depth interviews with key informants and informants, observations and literature studies. The results of this study are the Marketing Public Relations strategy used in socializing consumer awareness of the interests of coverall products, namely the most dominant push strategy implemented. In encouraging Marketing Public Relations efforts to socialize consumer awareness, a direct presentation is conducted where marketing educates consumers in depth related to the interests and needs of coverall products. Key Words : Marketing Public Relations, Awareness, Socialization, Coverall Kurangnya kesadaran akan pentingnya pakaian pelindung dalam keselamatan kerja menjadi akibat tingginya tingkat kecelakaan kerja di Indonesia. Dalam mensosialisasikan pentingnya pakaian pelindung diri, perusahaan perlu membuat strategi tertentu sehingga tujuan dari sosiaslisasi tersebut tersampaikan dengan baik. PT Mardohar Catur Tunggal Gaya sebagai perusahaan garmen yang memproduksi pakaian pelindung, memiliki strategi Marketing Public relations dalam mensosialisasikan kesadaran konsumen terhadap kepentingan produk coverall sebagai pakaian keselamatan. Teori yang digunakan dalam penelitian ini adalah landasan teori Rusady Ruslan yang membahas mengenai konsep 3 strategi Marketing Public Relations yaitu Pull Strategy, Push, Strategy, Pass Strategy. Paradigma penelitian ini menggunakan paradigma post-positivisme. Pendekatan penelitian ini kualitatif dengan metode penelitian deskriptif kualitatif. Dalam pengumpulan data, penelitian ini menggunakan metode wawancara mendalam kepada key informan dan narasumber, observasi serta studi kepustakaan. Hasil dari penelitian ini adalah strategi Marketing Public Relations yang digunakan dalam mensosialisasikan kesadaran konsumen terhadap kepentingan produk coverall yaitu strategi push yang paling dominan dilaksanakan. Dalam mendorong usaha Marketing Public Relations mensosialisasikan kesadaran konsumen dilakukan kegiatan presentasi langsung dimana marketing mengedukasi konsumen secara mendalam terkait kepentingan dan kebutuhan produk coverall. Kata Kunci : Marketing Public Relations, Kesadaran, Sosialisasi, Coverall
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 20 100 |
| Call Number: | SK/42/20/009 |
| NIM/NIDN Creators: | 44213120060 |
| Uncontrolled Keywords: | Marketing Public Relations, Kesadaran, Sosialisasi, Coverall |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 18 Mar 2022 11:02 |
| Last Modified: | 24 Mar 2023 02:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58370 |
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