STRATEGI MARKETING PUBLIC RELATIONS DALAM MEMPERTAHANKAN BRAND LOYALTY PADA SOUR SALLY

SARIYANA, EKA (2023) STRATEGI MARKETING PUBLIC RELATIONS DALAM MEMPERTAHANKAN BRAND LOYALTY PADA SOUR SALLY. S1 thesis, Universitas Mercu Buana - Menteng.

	Text (Cover) 44218110004 - Eka Sariyana - 01 Cover - Eka Sariyana.pdf Download (2MB)
	Text (Abstrak) 44218110004 - Eka Sariyana - 02 Abstrak - Eka Sariyana.pdf Download (615kB)
	Text (Bab 1) 44218110004 - Eka Sariyana - 03 Bab 1 - Eka Sariyana.pdf Restricted to Registered users only Download (1MB)
	Text (Bab 2) 44218110004 - Eka Sariyana - 04 Bab 2 - Eka Sariyana.pdf Restricted to Registered users only Download (2MB)
	Text (Bab 3) 44218110004 - Eka Sariyana - 05 Bab 3 - Eka Sariyana.pdf Restricted to Registered users only Download (1MB)
	Text (Bab 4) 44218110004 - Eka Sariyana - 06 Bab 4 - Eka Sariyana.pdf Restricted to Registered users only Download (3MB)
	Text (Bab 5) 44218110004 - Eka Sariyana - 07 Bab 5 - Eka Sariyana.pdf Restricted to Registered users only Download (606kB)
	Text (Daftar Pustaka) 44218110004 - Eka Sariyana - 09 Daftar Pustaka - Eka Sariyana.pdf Restricted to Registered users only Download (796kB)
	Text (Lampiran) 44218110004 - Eka Sariyana - 10 Lampiran - Eka Sariyana.pdf Restricted to Registered users only Download (3MB)
	Text (Form pernyataan) 44218110004 - Eka Sariyana - 11 Pernyataan Keabsahan dan Persetujuan Publikasi TA - Eka Sariyana.pdf Restricted to Registered users only Download (956kB)

Abstract

Sour Sally adalah brand frozen yoghurt pertama di Indonesia yang berdiri pada tahun 2008. Sebagai pioneer frozen yogurt di Indonesia untuk mempertahankan eksistensinya, Sour Sally harus terus memberikan kepuasan kepada konsumen dan memperluas pasarnya di Indonesia. Tujuan dari penelitian ini yang hendak dicapai untuk mengetahui dan menjelaskan strategi marketing public relations dalam mempertahankan brand loyalty pada Sour Sally. Penelitian ini menggunakan metode penelitian deskriptif dengan pendekatan kualitatif dan paradigma konstruktivisme. Teknik pengumpulan data dilakukan dengan wawancara mendalam dengan narasumber internal dan eksternal. Key Informan dan Informan sebanyak 5 orang, dokumentasi dan penarikan kesimpulan atau verifikasi. Hasil penelitian ini dapat menunjukkan bahwa Sour Sally melakukan strategi marketing dengan konsep strategi marketing pull, push dan pass. Strategi Pull yang dilakukan oleh Sour Sally adalah melalui pesan-pesan positif, sehingga dapat menciptakan kesan positif terhadap Sour Sally. Strategi push yang dilakukan oleh Sour Sally untuk mendorong promosi produk dengan menggunakan influencer, memberikan paket promo-promo di outlet, baik promo reguler maupun saat opening outlet baru dengan media promosi umbul-umbul atau banner. Strategi pass yang dilakukan oleh Sour Sally adalah dengan kegiatan CSR. Kata Kunci : Marketing Public Relations, Mempertahankan Brand Loyalty Sour Sally is the first frozen yogurt brand in Indonesia which was founded in 2008. As a pioneer of frozen yogurt in Indonesia to maintain its existence, Sour Sally must continue to provide satisfaction to consumers and expand its market in Indonesia. The purposes of this research is to find out and explain marketing public relations strategies in maintaining brand loyalty in Sour Sally. This research uses a descriptive research method with a qualitative approach and constructivism paradigm. Data collection techniques were carried out by in-depth interviews with internal and external sources. Key Informants and Informants as many as 5 people, documentation and drawing conclusions or verification. The results of this study can indicate that Sour Sally carried out a marketing strategy with the concept of a pull, push and pass marketing strategy. The Pull strategy carried out by Sour Sally is through positive messages, so as to create a positive impression on Sour Sally. Sour Sally's push strategy is to encourage product promotion by using influencers, providing promo packages at outlets, both regular promos and when opening new outlets with banners or banners as promotional media. The pass strategy carried out by Sour Sally is with CSR activities. Keywords: Marketing Public Relations, Maintaining Brand Loyalty

Actions (login required)

View Item