AKTIVITAS PUBLIC RELATIONS DALAM MENGOMUNIKASIKAN BRAND “COACH NEW YORK” DI INDONESIA (Periode Januari - Desember 2022

MAUDI, RESTI (2023) AKTIVITAS PUBLIC RELATIONS DALAM MENGOMUNIKASIKAN BRAND “COACH NEW YORK” DI INDONESIA (Periode Januari - Desember 2022. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Brand Coach is a well-known and well-reputed premium fashion brand. Brand Coach is a company that produces luxury goods made of leather (Holila Hatta, R.A. 2019). Brand Coach is one of the brands spread throughout the world and in Indonesia. The spread of this brand is not widely known by the people of Indonesia. The purpose of this research is to determine public relations activities in communicating Brand Coach New York in Indonesia, and the obstacles faced by public relations in carrying out these activities. The main concepts of this research are Communication, Brand Communication, Public Relations and Public Relations Activities. These concepts are quoted from various books by Soemirat, Ardianto: Cutlip, Center & Broom; Rosady Ruslan: Keller, Iswandi and others. The paradigm used by researchers is the constructivism paradigm with descriptive qualitative methods. The data collection technique is primary data by interviewing. Checking the validity of the data using data triangulation (Sugiyono, 2018). The results of the study show that public relations activities are carried out in various ways, including publication on social media and magazines, organizing events, publishing news, building brand image with the concept of luxury brand. Through the shop, public relations activities are carried out with good service, announcements about the latest fashion items, promotions, events, and so on. Barriers to communicating Brand Coach New York in Indonesia are limitations in the use of social media. The solution is to communicate with the public directly at the store and organize events so that Brand Coach New York can be recognized by the public. Keywords: Public Relations Activities, Public Relations, Brand Communications Brand Coach adalah merek fashion premium yang terkenal dan bereputasi baik. Brand Coach merupakan salah satu perusahaan yang memproduksi barang-barang mewah yang terbuat dari kulit (Holila Hatta, R. A. 2019). Brand Coach merupakan salah satu brand tersebar diseluruh dunia dan di Indonesia. Persebaran brand ini belum dikenal luas oleh masyarakat Indonesia. Tujuan penelitian untuk mengetahui aktivitas public relations dalam mengomunikasikan Brand Coach New York di Indonesia, dan hambatan yang dihadapi public relations dalam menjalankan kegiatan tersebut. Konsep utama penelitian ini adalah Komunikasi, Komunikasi Brand, Aktivitas Public Relations dan Public Relations. Konsep-konsep tersebut dikutip dari berbagai buku dengan penulis Soemirat, Ardianto: Cutlip, Center & Broom; Rosady Ruslan: Keller, Iswandi dan lainnya. Paradigma yang digunakan oleh peneliti adalah paradigma konstruktivisme dengan metode kualitatif deskriptif. Teknik pengumpulan data yaitu data primer dengan wawancara. Pemeriksaan keabsahan data dengan menggunakan triangulasi data (Sugiyono, 2018). Hasil penelitian menunjukkan aktivitas public relation dilakukan dengan berbagai cara antara lain publikasi di media sosial maupun majalah, pengadaaan event, memuat berita, membangun citra brand dengan konsep luxury brand. Melalui store, aktivitas public relations dilakukan dengan pelayanan yang baik, pengumuman tentang fashion item terbaru, promosi, event, dan lain sebagainya. Hambatan dalam mengomunikasikan Brand Coach New York di Indonesia adanya keterbatasan dalam pemanfaatan media sosial. Solusi yang dilakukan dengan melakukan komunikasi dengan publik secara langsung di store dan membuat event agar Brand Coach New York dapat dikenal oleh publik. Kata Kunci: Aktivitas Public Relations, Public Relations, Komunikasi Brand

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