MAHENDRA, ANDI YUSUF (2024) AKTIVITAS MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN BRAND AWARENESS USAHA SATE MARANGGI DAN SOP MANG YANA DI LEMBANG, JAWA BARAT. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Marketing Public Relations (MPR) is a strategic between marketing and Public Relations (PR) functions to increase brand awareness so as to increase profits for the company. Sate Maranggi dan Sop Mang Yana is a business entity in the culinary field which was established in December 2019, but had stopped its operations due to the conditions of the Covid-19 pandemic, then re-operations in November 2020. Sate Maranggi dan Sop Mang Yana has the uniqueness of its food products such as Mutton Satay, Beef Satay, and Chicken Satay, but with a special marinade (called maranggi because of the marinade process) so that it is different from satay in general, and in terms of serving the dish, in addition to using spicy tomato sauce, there is also Plered special soy sauce which has a sweet, savoury, and spicy taste. In addition to selling satay, this business entity also sells Mutton Leg Soup and Beef Soup as its mainstay menu. Seeing the rapid development of the culinary business in Indonesia, Sate Maranggi dan Sop Mang Yana want to remain the first choice for their consumers. The purpose of this study is to identify and analyze the description of the form of marketing communication activities and the implementation of Marketing Public Relations (MPR) activities in increasing brand awareness in order to achieve an increase profit income for Sate Maranggi dan Sop Mang Yana in Lembang, West Java. The research approach was qualitative with a case study method and constructivist paradigm. Information was obtained from informants who were determined as purposive sampling, totalling 6 people, with 1 key informant and 5 supporting informants. Data collection techniques through interviews and observations. The research data was processed qualitatively. The data analysis techniques used are data reduction techniques, data presentation, and conclusion drawing. The results of the analysis of this study indicate that the form of marketing communication which is Word of Mouth method, optimization of social media as a main platform of marketing communication, and then Marketing Public Relations (MPR) activities implemented by Sate Maranggi dan Sop Mang Yana with pull, push, and pass strategies, to increasing brand awareness in order to achieve increased profit income. Keywords: Marketing Communication, Word of Mouth, Marketing Public Relations, Brand Awareness, Social Media Marketing Public Relations (MPR) adalah salah satu strategi gabungan antara pemasaran dan fungsi Public Relations (PR) dengan mempunyai kekuatan tinggi untuk meningkatkan brand awareness sehingga memberikan peningkatan profit bagi perusahaan. Sate Maranggi dan Sop Mang Yana merupakan badan usaha di bidang kuliner yang berdiri pada Desember 2019, namun sempat terhenti operasionalnya karena kondisi pandemi Covid-19, kemudian kembali beroperasi pada bulan November 2020. Sate Maranggi dan Sop Mang Yana memiliki keunggulan dari produk makanannya seperti Sate Kambing, Sate Sapi, dan Sate Ayam, namun dengan marinasi bumbu spesial (dinamakan maranggi karena proses marinasinya) sehingga berbeda dengan sate-sate pada umumnya, serta dari segi penyajian hidangannya, selain menggunakan sambal tomat pedas, adapula kecap khas Plered yang memiliki cita rasa manis, gurih, dan pedas. Selain menjual satesatean, badan usaha ini juga menjual Sop Kaki Kambing dan Sop Sapi sebagai menu andalannya. Melihat perkembangan usaha bidang kuliner di Indonesia yang begitu pesat saat ini membuat Sate Maranggi dan Sop Mang Yana ingin tetap menjadi pilihan utama bagi konsumennya. Adapun tujuan penelitian ini yaitu untuk mengidentifikasi dan menganalisis gambaran bentuk kegiatan komunikasi pemasaran dan implementasi aktivitas Marketing Public Relations (MPR) dalam meningkatkan brand awareness demi mencapai peningkatan pendapatan usaha Sate Maranggi dan Sop Mang Yana di Lembang, Jawa Barat. Pendekatan penelitian dilakukan secara kualitatif dengan metode studi kasus dan paradigma konstruktivistik. Informasi diperoleh dari informan yang ditetapkan sebagai purposive sampling, sebanyak 6 orang, dengan 1 key informant serta 5 informan pendukung. Teknik pengumpulan data melalui wawancara dan observasi. Data penelitian diolah secara kualitatif. Teknik analisis data yang digunakan yaitu teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil analisis dari penelitian ini menunjukkan bahwa bentuk komunikasi pemasaran berupa metode mulut ke mulut (Word of Mouth) yang digunakan, adanya optimalisasi penggunaan media sosial yang menjadi platform utama dalam komunikasi pemasaran, serta aktivitas Marketing Public Relations (MPR) yang diimplementasikan oleh Sate Maranggi dan Sop Mang Yana dalam bentuk strategi pull, push, dan pass, demi meningkatkan brand awareness demi mencapai peningkatan profit pendapatan. Kata Kunci: Komunikasi Pemasaran, Word of Mouth, Marketing Public Relations, Brand Awareness, Media Sosial.
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