NURZANAH, SYAHNAZ ULFA (2023) STRATEGI MARKETING PUBLIC RELATIONS (MPR) PT CITRADIMENSI ARTHALI DALAM MENINGKATKAN BRAND AWARENESS CEDEA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT CitraDimensi Arthali as the object of the study is one of the companies engaged in the Fisheries industry in Indonesia. Operating within the scope of intense competition in the industry, the company in encouraged to adopt dynamic strategies to attract consumer attention in a competitive way. This research aims to find out the Marketing Public Relations (MPR) strategy carried out by the Marketing Team in increasing brand awareness of products from the CEDEA brand. The Mega Marketing concept developed by Philip Kotler combines Public Relations and Marketing Mix. Furthermore, Thomas L. Hariss popularized the next term, Marketing Public Relations (MPR), as an evolution of the Mega Marketing concept. In this context, there are three strategies (Three Ways Strategy) which include: Pull Strategy, Push Strategy, and Pass Strategy, which are applied in program implementation to achieve certain goals. This research approach is descriptive qualitative with a post-positivism paradigm. The method used is descriptive with data collection through triangulation of fata source, namely, data obtained through in-dept interviews and documentation studies. The results of this research shot that PT CitraDimensi Arthali has conducted a clear communication strategy. Through various Marketing Public Relations activities as a concept to gain audience awareness. Marketing Public Relations activities have been applied such as Pull Strategy: direct advertising and promotional activities that invite consumers to buy CEDEA products. Push Strategy: by holding various interesting events that involve consumers in it, such as “Cooking Competitions” and special events in various cities. Pass Strategy: to create a positive image implemented through a Corporate Social Responsibility (CSR) program called “CEDEA Peduli”. Keywords: Marketing Public Relations, Pull Strategy, Push Strategy, Pass Strategy, Brand Awareness. PT CitraDimensi Arthali sebagai objek dari pada penelitian merupakan salah satu perusahaan yang bergerak di industri Perikanan di Indonesia. Beroperasi dalam lingkup persaingan ketat dalam industri tersebut, perusahaan ini dipacu untuk mengadopsi strategi yang dinamis guna menarik perhatian konsumen dengan cara kompetitif. Penelitian ini bertujuan untuk mengetahui strategi Marketing Public Relations (MPR) yang dijalankan oleh Tim Marketing dalam meningkatkan brand awareness produk dari brand CEDEA. Konsep Mega Marketing yang dikembangkan oleh Philip Kotler menggabungkan Public Relations dan Marketing Mix. Lebih lanjut, Thomas L. Hariss mempopulerkan istilah berikutnya, yaitu Marketing Public Relations (MPR), sebagai evolusi dari konsep Mega Marketing. Dalam konteks ini, terdapat tiga strategi (Three Ways Strategy) yang mencakup: Pull Strategy, Push Strategy, dan Pass Strategy, yang diterapkan dalam pelaksanaan program untuk mencapai tujuan tertentu. Pendekatan penelitian ini adalah deskriptif kualitatif dengan paradigma post-positivisme. Metode yang digunakan adalah deskriptif dengan pengumpulan data melalui triangulasi sumber data yakni, data yang diperoleh melalui wawancara mendalam dan studi dokumentasi. Hasil dari penelitian ini menunjukkan bahwa PT CitraDimensi Arthali telah melakukan strategi komunikasi secara jelas. Melalui berbagai kegiatan Marketing Public Relations sebagai konsep untuk mendapatkan awareness khalayak. Kegiatan Marketing Public Relations telah di aplikasikan seperti Pull Strategy: aktivitas periklanan dan promosi langsung yang mengajak konsumen untuk membeli produk CEDEA. Push Strategy: dengan menggelar berbagai acara menarik yang melibatkan konsumen di dalamnya, seperti “Cooking Competitions” dan special event di berbagai kota. Pass Strategy: untuk menciptakan citra positif diimplementasikan melalui program Corporate Social Responsibility (CSR) yang disebut “CEDEA Peduli”. Kata Kunci: Marketing Public Relations, Pull Strategy, Push Strategi, Pass Strategy, Brand Awareness.
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