AFRIYANTI, WINDA (2020) GUEST RELATIONS THE PALLAS DALAM MEMBANGUN CITRA SEBAGAI EVENT SPACE, RESTO, BAR DAN LOUNGE BERKELAS DI JAKARTA. S1 thesis, Universitas Mercu Buana.
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Abstract
The Pallas as one of the companies engaged in customer-oriented food service, makes the role of Customer Relations very important in its efforts to achieve company goals. The author is interested in conducting research and making problems that occur as a topic of Guest Relations then the focus of this research is: How the process of Guest Relations activities carried out by The Pallas Public Relations in building Image as Classy Event Space, Restaurants, Bars and Lounges in Jakarta . As a theoretical foundation in this study, the authors summarize 5 scientific articles that have similarities and differences with the research topic so that it can be developed broadly, researchers also use several concepts that are also still related to this research topic, including public relations, public activities relations, then researchers include the concept of customer relations, and which is mainly related to the concept of guest relations, in this study the authors use the concept of guest relations proposed by Freddy Rangkuti in his book Measuring customer Relationship about 4R Relationship, Retention, Referral, Recovery. The paradigm used in this study is the post positivism paradigm. And The research method is qualitative and the type of data collection in the study through primary data is through in-depth interviews with 5 informants, and secondary data through data or documents owned by The Pallas. And the type of validity of the data obtained by means of triangulation of data, both informants and existing theories. The results of the research that refer to Freddy Rangkuti's 4R concept are: Relations, The pallas builds relationships with his guests with social media, retention, The Pallas often gives discounts to his guests, referrals, the influence of promotions from the mouth is quite good looking from his guest book, then recovery, improving complain with apologies and additional services for guests. The image that is currently being built by The Pallas is still limited to the image as a restaurant concept. Keywords: Guest Relations, The Pallas, Image The Pallas sebagai salah satu perusahaan yang bergerak dalam bidang pelayanan jasa makanan yang berorientasi pada pelanggan, menjadikan peran Customer Relations sangat penting dalam usahanya mencapai tujuan perusahaan. penulis tertarik untuk melakukan penelitian dan menjadikan permasalahan yang terjadi sebagai topik Guest Relations maka yang menjadi fokus dari penelitian ini adalah: Bagaimana proses aktivitas Guest Relations yang dilakukan oleh Public Relations The Pallas dalam membangun Citra sebagai Event Space, Resto, Bar Dan Lounge Berkelas Di Jakarta. Sebagai landasan teoritis pada penelitian ini, penulis merangkum 5 artikel ilmiah yang memiliki kesamaan serta perbedaan dengan topik penelitian agar dapat dikembangan secara luas, peneliti juga menggunakan beberapa konsep – konsep yang juga masih berkaitan dengan topik penelitian ini, diantaranya public relations, aktivitas – aktivitas public relations, kemudian peneliti mencantumkan konsep customer relations, dan yang terutama terkait konsep guest relations, dalam penelitian ini penulis menggunakan konsep guest relations yang dikemukakan oleh Freddy Rangkuti dalam bukunya Measuring customer Relationship tentang 4 R yaitu Relationship, Retention, Refferal, Recovery. Adapun Paradigma yang digunakan didalam penelitian ini adalah paradigma post positivisme. Dan metode penelitiannya yaitu kualitatif dan tipe pengumpulan data pada penelitian melalui data primer yaitu melalui wawancara mendalam dengan 5 informan, dan data sekunder melalui data – data atau dokumen yang dimiliki oleh The Pallas. Dan tipe keabsahan data yang didapat dengan cara yaitu triangulasi data, baik narasumber maupun teori yang ada. Hasil penelitian yang mengacu pada konsep 4R Freddy Rangkuti yaitu : Relations, The pallas membangun hubungan dengan tamunya dengan media social, retention,The Pallas kerap memberikan diskon untuk tamunya, referral, pengaruh promosi dari mulut cukup baik dilihat dari guest booknya, lalu recovery, memperbaiki complain dengan permohonan maaf dan pelayanan tambahan untuk tamu. Terkait citra yang saat ini dibangun oleh The Pallas masih sebatas citra sebagai konsep resto. Kata Kunci : Guest Relations, The Pallas, Citra
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