DEARTA, RACHELA (2021) STRATEGI MARKETING PUBLIC RELATIONS PT SUKSES SINAR ABADI (WATCH WORLD INDONESIA) DALAM MENDORONG PENJUALAN DI MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study discusses the Marketing Public relations (MPR) Strategy of PT. Sukses Sinar Abadi (Watch World Indonesia) in increasing sales during the COVID-19 Pandemic. The background of the problem taken is that the pandemic that hit the whole world, including Indonesia, has affected community activities, one of which is business activities at Watch World Indonesia (WWI). Government policies namely WFH (Work From Home) and PSBB (Large-Scale Social Restrictions) are intended to reduce the number of virus transmission, affecting WWI sales which continues to decline. The purpose of this study was to analyze the MPR strategy carried out by WWI in increasing sales during the pandemic. This research uses descriptive qualitative research type. Data collection techniques were carried out by interview and non-participant observation. The research aims to analyze the MPR Strategy of PT Sukses Sinar Abadi in increasing sales during the COVID-19 Pandemic. Researchers use the theoretical basis of Thomas L Haris which explains the Public relations Marketing Strategy, namely: push strategy, pull strategy, pass strategy. The results of this study indicate that PT Sukses Sinar Abadi (Watch World Indonesia) carries out various Marketing Public relations Strategy activities in increasing sales. Like the 1) push strategy: providing discounts to customers, utilizing social media owned, collaborating with market places, holding online exhibitions, and serving customers directly at Watch World Indonesia's physical stores, 2) pull strategy: interacting with customers through digital media, utilizing customer data to provide the latest information related to ongoing programs, and advertise Watch World Indonesia products through social media and market places, 3) pass strategy: collaborate with endorsers to publish Watch World Indonesia products through more segmented personal social media. Keywords: Marketing Public Relations, Strategy, Sales. Penelitian ini membahas tentang Strategi Marketing Public relations (MPR) PT. Sukses Sinar Abadi (Watch World Indonesia) dalam mendorong penjualan di Masa Pandemi COVID-19. Latar belakang masalah yang diambil yakni, pandemi yang melanda seluruh dunia termasuk Indonesia mempengaruhi kegiatan masyarakatnya, salah satunya kegiatan bisnis di Watch World Indonesia (WWI). Kebijakan Pemerintah yakni WFH (Work From Home) dan PSBB (Pembatasan Sosial Berskala Besar) dimaksudkan untuk menekan angka penularan virus, mempengaruhi penjualan WWI yang terus menurun. Tujuan penelitian ini yakni menganalisa strategi MPR yang dilakukan WWI dalam mendorong penjualan di masa pandemi. Penelitian ini menggunakan tipe penelitian deskriptif kualitatif. Teknik pengumpulan data dilakukan dengan wawancara dan observasi non partisipan. Penelitian bertujuan untuk menganalisa Strategi MPR PT Sukses Sinar Abadi dalam mendorong penjualan di Masa Pandemi COVID-19. Peneliti menggunakan landasan teori Thomas L Haris yang menjelaskan Strategi Marketing Public relations yaitu: push strategy, pull startegy, pass strategy. Hasil penelitian ini menunjukkan bahwa PT Sukses Sinar Abadi (Watch World Indonesia) melakukan berbagai kegiatan Strategi Marketing Public relations dalam mendorong penjualan. 1) Push strategy: memberikan potongan harga kepada pelanggan, memanfaatkan media sosial yang dimiliki, bekerjasama dengan market place, mengadakan online exhibition, dan melayani langsung pelanggan di toko fisik Watch World Indonesia, 2) pull strategy: berinteraksi dengan pelanggan melalu media digital, memanfaatkan data pelanggan untuk memberikan informasi terkini terkait progran yang sedang berjalan, dan mengiklankan produk Watch World Indonesia melalui media sosial dan market place, 3) pass strategy: bekerjasama dengan endorser untuk mempublikasikan produk Watch World Indonesia melalui media sosial pribadi dengan lebih tersegmentasi. Kata Kunci: Marketing Public Relations, Strategi, Penjualan.
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