STRATEGI MARKETING PUBLIC RELATIONS PT SANBE FARMA DALAM UPAYA MEMPERTAHANKAN KERJA SAMA DENGAN RUMAH SAKIT WILAYAH DKI JAKARTA

MUNTARI, TRI ITA (2023) STRATEGI MARKETING PUBLIC RELATIONS PT SANBE FARMA DALAM UPAYA MEMPERTAHANKAN KERJA SAMA DENGAN RUMAH SAKIT WILAYAH DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT Sanbe Farma as a research object is one of the companies engaged in the field of Pharmaceuticals (drugs). The number of pharmaceutical companies (competitors) in the Jakarta area, as the center of the capital, makes the company vying to conduct strategies to attract consumers. It is built through various services provided by the company as best as possible and meets all customer needs so that it can continue to maintain cooperation with customers. The study uses qualitative descriptive approaches and Post-Positivism paradigms. The theories used are the Pull, Push and Pass strategy. The method used in this study is descriptive, with data collection techniques and using triangulation or combined means. Data was collected through observation, Key Informant and Informant interviews, as well as documentation, and withdrawal of conclusions or verifications. The results of this study can show that PT Sanbe Farma conducts various marketing public relations activities such as Pull Strategy: Sales through a marketplace, direct attention to consumers, advertising for OTC products and printing product brochures for introduction to consumers. Push Strategy: conduct product presentation activities, Round Table Discussions, Webinar to the community, and participate in scientific events. and also Pass Strategy: carry out CSR programs and conduct educational activities for the community. Keywords : Marketing Public Relations Strategy, Pull Strategy, Push Strategy, Pass Strategy PT Sanbe Farma sebagai objek penelitian merupakan salah satu perusahaan yang bergerak di bidang Farmasi (obat-obatan). Banyaknya perusahaan farmasi (kompetitor) yang ada di wilayah DKI Jakarta,sebagai pusat ibukota membuat perusahaan berlomba-lomba melakukan strategi untuk dapat menarik konsumen. Hal tersebut dibangun melalui berbagai pelayanan yanh diberikan perusahaan dengan sebaik mungkin serta memenuhi segala kebutuhan pelanggan, sehingga dapat terus mempertahankan kerjasamanya dengan pelanggan. Penelitian ini menggunakan pendekatan deskriptif kualitatif dan paradigma Post-Positivisme. Teori yang digunakan yaitu Pull, Push dan Pass strategi. Metode yang digunakan dalam penelitian ini adalah deskriptif, dengan teknik pengumpulan data dan menggunakan cara triangulasi atau gabungan. Data yang dikumpulkan melalui observasi, wawancara Key Informan dan Informan, serta dokumentasi, dan penarikan kesimpulan atau verifikasi. Hasil Penelitian ini dapat menunjukan bahwa PT Sanbe Farma melakukan berbagai kegiatan Marketing Public Relations seperti Pull Strategy : Penjualan melalui marketplace, perhatian secara langsung terhadap konsumen, iklan untuk produk OTC dan mencetak brosur produk untuk pengenalan terhadap konsumen. Push Strategy: melakukan kegiatan presentasi produk, Round Table Discussion, Webinar kepada masyarakat, dan berpartisipasi dalam acara ilmiah. dan juga Pass Strategy : melaksanakan program CSR dan melakukan kegiatan edukasi untuk masyarakat. Kata Kunci : Strategi Marketing Public Relations, Strategi Pull, Strategi Push, Strategi Pass

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 23 168
Call Number:	SK/42/23/096
NIM/NIDN Creators:	44217110167
Uncontrolled Keywords:	Strategi Marketing Public Relations, Strategi Pull, Strategi Push, Strategi Pass
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/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 > 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 > 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:	26 Oct 2023 03:52
Last Modified:	26 Oct 2023 03:52
URI:	http://repository.mercubuana.ac.id/id/eprint/82033

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