IMPLEMENTASI STRATEGI PUBLIC RELATIONS KEPPO COFFEE DALAM MEMBANGUN CITRA

NUGROHO, RIDHO DWI (2023) IMPLEMENTASI STRATEGI PUBLIC RELATIONS KEPPO COFFEE DALAM MEMBANGUN CITRA. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Keppo Coffee yang berlokasi di Rawalumbu, Bekasi ini merupakan coffee shop yang memiliki konsep Japanese Coffee Shop dengan dekorasi interior gaya Skandinavian. Walaupun Keppo Coffee ini memiliki konsep yang unik, Keppo Coffee sendiri mempunyai lokasi yang tidak strategis dimana lokasinya tersebut cenderung sepi dan jauh dari keramaian. Tujuan penelitian ini adalah untuk mengetahui Implementasi Strategi Public Relations Keppo Coffee Dalam Membangun Citra. penelitian ini menggunakan metode deskriptif kualitatif dengan metode penelitian kualitatif, dan teknik pengumpulan data melalui metode wawancara, observasi dan studi pustaka. Berdasarkan hasil penelitian menunjukan bahwa implementasi teori strategi Public Relations yang dilakukan Keppo Coffee dalam membangun citra tidak sesuai dengan teori Strategi PENCILS yang dikembangkan oleh Thomas L. Harris dan Patricia T. Whalen (2006). Dari beberapa rangkaian strategi PENCILS yang terdiri dari Publikasi dan publisitas, Program acara, Berita, Keterlibatan omunitas, Menginformasikan dan meraih citra, Lobi dan negosiasi, dan Tanggung jawab sosial, Keppo Coffee tidak melakukan pembuatan berita untuk membangun citra. Kata kunci : Public relations, Strategi Public relations, Citra. ABSTRACT Keppo Coffee, which is located in Rawalumbu, Bekasi, is a coffee shop that has a Japanese Coffee Shop concept with Scandinavian-style interior decorations. Even though Keppo Coffee has a unique concept, Keppo Coffee itself has a location that is not strategic where it tends to be quiet and far from the crowds. The purpose of this study was to determine the IMPLEMENTATION OF KEPPO COFFEE'S PUBLIC RELATIONS STRATEGY IN BUILDING IMAGE. This study uses a qualitative descriptive method with qualitative research methods, and data collection techniques through interviews, observation and literature study. Based on the results of the research, it shows that the implementation of the Public relations strategy theory carried out by Keppo Coffee in building Image is not in accordance with the PENCILS Strategy theory developed by Thomas L. Harris and Patricia T. Whalen (2006). From a series of PENCILS strategies consisting of Publication and publicity, Events, News, Community involvement, Informing and image gain, Lobbying and negotiation, and Social responsibility, Keppo Coffee does not make news to build its Image. Keywords: Public relations, Public relations Strategy, Image.

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