PERAN MARKETING PUBLIC RELATIONS DI PT. LION EXPRESS (LION PARCEL) DALAM MENDUKUNG LOYALITAS PELANGGAN

NUGRAENI, CALISTA PEMBAYUN KRISTIN (2024) PERAN MARKETING PUBLIC RELATIONS DI PT. LION EXPRESS (LION PARCEL) DALAM MENDUKUNG LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Shipping companies compete to provide the best service to their customers. Shipping companies offer a variety of services. This makes the competition between companies tighter so that the role of marketing public relations is needed to overcome this competition and make them the first choice of customers. In order to meet the needs of shipping goods, currently many freight forwarding companies continue to grow and compete to capture the market. One of them is PT Lion Express (Lion Parcel). This research aims to find out how the role of marketing public relations at PT Lion Express (Lion Parcel) in supporting customer loyalty. In this study using the Three Ways Strategy theory according to Kotler, there are three forms used, including: Push Strategy, Pull Strategy and Pass Strategy in the role of Marketing Public Relations in supporting customer loyalty. This research uses a post-positivist paradigm with qualitative descriptive methods, and data collection techniques through in-depth interview methods, publications and information obtained through the internet. Validity checks using source triangulation. The conclusion that can be drawn from the results of this study is that Marketing Public Relations of PT Lion Express (Lion Parcel) applies the Three Ways Strategy theory in carrying out its role in supporting customer loyalty, which consists of three elements, Push Strategy, Pull Strategy and Pass Strategy. Based on the three elements in the Three Ways Strategy theory, the most frequently used elements are Push Strategy and Pull Strategy. While the element that is rarely done by the company is Pass Strategy. Keywords: Marketing Public Relations, The Role of Marketing Public Relations, Expedition, Customer Loyalty Perusahaan jasa pengiriman bersaing untuk memberikan pelayanan yang terbaik kepada pelanggannya. Perusahaan pengiriman menawarkan layanan yang bervariasi. Hal ini membuat persaingan antar perusahaan semakin ketat sehingga diperlukan peran marketing public relation untuk mengatasi persaingan tersebut dan menjadikan mereka pilihan utama pelanggan. Demi memenuhi kebutuhan pengiriman barang, saat ini banyak perusahaan jasa pengiriman barang yang terus berkembang dan bersaing untuk merebut pasar. Salah satu diantaranya adalah PT. Lion Express (Lion Parcel). Penelitian ini bertujuan untuk mengetahui bagaimana peran marketing public relation di PT. Lion Express (Lion Parcel) dalam mendukung loyalitas pelanggan. Pada Penelitian ini menggunakan teori Three Ways Strategy menurut Kotler terdapat tiga bentuk yang digunakan, antara lain: Push Strategy, Pull Strategy dan Pass Strategy dalam peran Marketing Public Relation dalam mendukung loyalitas pelanggan. Penelitian ini menggunakan paradigma post-positivis dengan metode deskriptif kualitatif, dan teknik pengumpulan data melalui metode wawancara secara mendalam, publikasi dan informasi yang didapatkan melalui internet. Pemeriksaan keabsahan menggunakan Triangulasi sumber. Kesimpulan yang dapat diambil dari hasil penelitian ini bahwa Marketing Public Relations PT. Lion Express (Lion Parcel) menerapkan teori Three Ways Strategy dalam menjalankan perannya dalam mendukung loyalitas pelanggan, yang terdiri dari tiga elemen, Push Strategy, Pull Strategy dan Pass Strategy. Berdasarkan ketiga element dalam teori Three Ways Strategy, elemen yang paling sering digunakan adalah Push Strategy dan Pull Strategy. Sedangkan elemen yang jarang dilakukan oleh perusahaan itu adalah Pass Strategy. Kata Kunci : Marketing Public Relations, Peran Marketing Public Relations, Ekspedisi, Loyalitas Pelanggan

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 24 041
NIM/NIDN Creators:	44216120085
Uncontrolled Keywords:	Marketing Public Relations, Peran Marketing Public Relations, Ekspedisi, Loyalitas Pelanggan
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.62 Regulations for Patrons/Peraturan untuk Pelanggan 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 > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	13 Feb 2024 03:14
Last Modified:	13 Feb 2024 03:14
URI:	http://repository.mercubuana.ac.id/id/eprint/86042

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