STRATEGI MARKETING PUBLIC RELATIONS PT RODA MAJU BAHAGIA (RMB) DALAM MEMBANGUN BRAND AWARENESS MELALUI YOUTUBE

SENA, FAIZ ARYA (2022) STRATEGI MARKETING PUBLIC RELATIONS PT RODA MAJU BAHAGIA (RMB) DALAM MEMBANGUN BRAND AWARENESS MELALUI YOUTUBE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The massive development of digital in the current era of modernization has made business people switch from conventional to digital methods. Youtube is one of the most popular digital media in the world today. PT Roda Maju Bahagia, a bicycle manufacturing industry that grew on the Element MTB, Police Bike, Camp, Ion and Capriolo brands which in their business activities also makes YouTube the main focusin their marketing public relationsstrategy in building brand awareness. This studydiscusses how the marketingpublic relations strategy carriedout by PT Roda Maju Bahagia in building brand awareness by utilizing YouTube as a medium. The purpose of this study was to determine the strategy of PT Roda Maju Bahagia in managing marketing public relations strategies in building brand awareness through Youtube. The research method in this study uses a qualitative methodology with descriptive analysis techniques. Using the post positivism paradigm and with data collection techniques through interviews, observation, and documentation. The results of this study are that themarketingpublic relations strategyused by PT Roda Maju Bahagia in building brand awareness through Youtube is considered quite successful . Pull Strategy which is carried out by utilizing promotional activities and holidays. Push Strategy is carried out by encouraging marketing by means of social media publications, having a network of distributors and dealers spread throughout the city. And lastly, the Pass strategy was carried out to create opinions by cooperating with several bicycle communities. Keywords: Marketing Public Relations Strategy, Brand Awareness, PT Roda Maju Bahagia. Massifnya perkembangan digital di era modernisasi saat ini, membuat para pelaku bisnis beralih dari cara konvensional ke digital. Youtube menjadi salah satu media digital yang saat ini paling banyak diminati oleh seluruh masyarakat dunia saat ini. PT Roda Maju Bahagia yakni industri manufacturing sepeda yang tumbuh pada merk Element MTB, Police Bike, Camp, Ion serta Capriolo yang dalam kegiatan bisnisnya juga menjadikan youtube sebagai fokus utama dalam strategi marketing public relationsnya dalam membangun brand awareness. Penelitian ini membahas tentang bagaimana cara strategi marketing public relations yang dilakukan oleh PT Roda Maju Bahagia dalam membangun brand awareness dengan memanfaatkan youtube sabagai medianya. Tujuan dari penelitian ini adalah untuk mengetahui strategi dari PT Roda Maju Bahagia dalam mengatur strategi marketing public relations untuk membangun brand awareness melalui Youtube. Metode penelitian dalam penelitian ini menggunakan metodelogi kualitat i f dengan teknik analisis deskriptif. Menggunakan paradigma post positivisme dan dengan teknik pengumpulan data melalui wawancara, observasi serta dokumentasi. Hasil dalam penelitian ini adalah bahwa strategi marketing public relations yang digunakan oleh PT Roda Maju Bahagia dalam membangun brand awareness melalui Youtube dinilai cukup berhasil. Pull Strategy yang dilakukan dengan memanfaatkan kegiatan promosi dan hari-hari besar. Push Strategy yang dilakukan dengan mendorong pemasaran dengan cara publikasi media sosial, memilik i jaringan distributor dan dealler yang tesebar di seluruh kota. Dan terakhir Pass strategy yang dilakukan untuk menciptakan opini dengan menggandeng beberapa komunitas sepeda. Kata kunci: Strategi Marketing Public Relations, Brand Awareness, PT Roda Maju Bahagia.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 196
Call Number: S22230137
NIM/NIDN Creators: 44218010032
Uncontrolled Keywords: Strategi Marketing Public Relations, Brand Awareness, PT Roda Maju Bahagia
Subjects: 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 > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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: ADELINA HASNA SETIAWATI
Date Deposited: 18 Jan 2023 07:16
Last Modified: 18 Jan 2023 07:16
URI: http://repository.mercubuana.ac.id/id/eprint/73542

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