MUHARAM, DENNI (2024) STRATEGI MARKETING PUBLIC RELATIONS PT SMARTFREN TELECOM TBK UNTUK MEMBANGUN BRAND AWARENESS (Studi Kasus Penambahan BTS 4G Smartfren di Jawa Timur). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi Marketing Public Relations (MPR) Smartfren untuk membangun brand awareness terkait penambahan BTS 4G Smartfren di Jawa Timur dan untuk mengetahui penjelasan rangkaian aktifitas dalam strategi tersebut. Peneliti menggunakan konsep The Whalen 7-steps Strategic Planning Process (analisis situasi, tujuan, strategi, target, pesan, taktik, dan evaluasi) untuk mengungkap strategi MPR Smartfren secara komprehensif yang mengacu pada tahapan dalam konsep tersebut, sehingga analisis dapat dilakukan secara menyeluruh meliputi proses perencanaan, pelaksanaan dan pengevaluasian. Paradigma penelitian yang digunakan adalah konstruktivis dengan metode studi kasus dan pendekatan kualitatif. Teknik pengumpulan data dilakukan dengan melakukan wawancara mendalam dengan informan dan observasi non partisipan serta studi kepustakaan dan dokumen. Teknik keabsahan data yang digunakan adalah triangulasi teknik. Hasil penelitian menunjukkan bahwa Smartfren menggunakan teknik PESTEL dan SWOT dalam menganalisis situasi. Tujuan strategi yang ingin dicapai adalah top of mind awareness. Strategi MPR yang diterapkan adalah three ways strategy untuk publikasi, product experience dan keberlanjutan. Target audiensnya adalah masyarakat usia 11-45 tahun, komunitas, dan media. Pesan yang digunakan adalah ‘Sinyal Kuat Smartfren Ada di Sini’. Taktik yang digunakan adalah kartu perdana gratis, program kolaborasi dengan komunitas, media updates, dan social media marketing. Metode evaluasi yang digunakan adalah social media engagement, penyebaran kuesioner, wawancara, dan FGD. Program kolaborasi dengan komunitas berperan penting dalam capaian top of mind awareness dan memenangkan Selular Award-Best Social Movement. Kekurangan yang ditemukan adalah program strategi MPR kurang terpublikasi di media sosial Smartfren, namun marak di media sosial komunitas. The purpose of this study is to discover how the Smartfren's Marketing Public Relations (MPR) strategy to build brand awareness related to the launch of Smartfren 4G BTS in East Java, and to examine the activities in the strategy. The stages in the Whalen 7-steps Strategic Planning Process concept (situation analysis, objectives, strategy, target, message, tactics, evaluation) were utilized to fully disclose Smartfren's MPR strategy. This allowed for a thorough analysis that included the planning, implementation, and evaluation processes. The research paradigm used is constructivist with case study method and qualitative approach. The data collection technique consisted of conducting indepth interviews with informants and non-participant observation as well as studying literature and documents. The data validity technique used is the triangulation technique. The results showed that Smartfren used PESTLE and SWOT techniques in analyzing the situation. The strategy objectives is top of mind awareness. The MPR strategy applied is a three-ways strategy for publication, product experience and sustainability. Target audiences are people aged 11-45 years, communities, and media. The message used is ‘Sinyal Kuat Smartfren Ada di Sini’. Tactics used are free starter packs, community collaboration programs, media updates, and social media marketing. The evaluation methods used were social media engagement, questionnaires, interviews, and FGDs. The community collaboration programs played an important role in achieving top of mind awareness and winning the Selular Award-Best Social Movement. The shortcomings found were that the MPR strategy program were less publicized on Smartfren's social media, but were rampant on the community's social media.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221110074 |
| Uncontrolled Keywords: | Strategi MPR, Marketing Public Relations, Smartfren, BTS 4G, Brand Awareness MPR Strategy, Marketing Public Relations, Smartfren, BTS 4G, Brand Awareness |
| Subjects: | 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: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 11 Jan 2024 02:59 |
| Last Modified: | 13 Jun 2024 03:30 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85233 |
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