STRATEGI MARKETING PUBLIC RELATIONS UNTUK MENINGKATKAN MINAT BELI PRODUK NATURA WORLD

SYAHIDA, FEBRIANA PUTRI (2024) STRATEGI MARKETING PUBLIC RELATIONS UNTUK MENINGKATKAN MINAT BELI PRODUK NATURA WORLD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Natura World is a brand that operates in the beauty and body care sector which is managed by PT. Natura Prima Beauty. This company is a beauty product marketing company that operates as a network-based distributor. In running a business, of course it cannot be separated from the marketing strategies carried out to attract consumer buying interest. This research aims to determine Marketing Public Relations strategies to increase interest in purchasing Natura World products. Based on the Marketing Public Relations concept, Thomas L. Harris states that there are three strategic approaches (Three Ways Strategy), namely push, pull, and pass strategy which are applied in implementing programs to achieve certain goals. This research uses a qualitative descriptive research approach with a postpositivism paradigm. Data collection techniques were carried out using in-depth interviews with internal and external sources and documentation. The results of this research indicate that Natura World has implemented a Marketing Public Relations strategy. Marketing Public Relations activities carried out in Push Strategy: emphasize the delivery of information about products and promotional activities through printed and non-printed media that invite consumers to buy Natura World products. Pull Strategy: create discount promos, hold special events in various cities, and events that involve consumers such as home sharing activities, product demos, table talks. Pass Strategy: involving influencers and public figures to create positive public opinion. Implemented through the Corporate Social Responsibility (CSR) program to various areas affected by disasters and providing a commitment to the best service. Keywords: Public Relations Marketing Strategy, Purchase Interest Natura World merupakan sebuah brand yang bergerak di bidang kecantikan dan perawatan tubuh yang dinaungi oleh PT. Natura Prima Beauty. Perusahaan ini merupakan pemasaran produk kecantikan yang bergerak di bidang distributor berbasis jaringan. Dalam menjalankan bisnis, tentu tidak terlepas dari strategi pemasaran yang dilakukan untuk menarik minat beli konsumen. Penelitian ini bertujuan untuk mengetahui strategi Marketing Public Relations untuk meningkatkan minat beli produk Natura World. Berdasarkan konsep Marketing Public Relations, Thomas L. Harris menyatakan terdapat tiga pendekatan strategi (Three Ways Strategy) yaitu push, pull, and pass strategy yang diterapkan dalam pelaksanaan program untuk mencapai tujuan tertentu. Penelitian ini menggunakan pendekatan penelitian deskriptif kualitatif dengan paradigma post-positivisme. Teknik pengumpulan data dilakukan dengan wawancara mendalam dengan narasumber internal dan eksternal dan dokumentasi. Hasil penelitian ini menunjukkan bahwa Natura World telah melakukan strategi Marketing Public Relations. Kegiatan Marketing Public Relations yang dilakukan pada Push Strategy: menekankan penyampaian informasi mengenai produk dan aktivitas promosi melalui media printed dan non-printed yang mengajak konsumen untuk membeli produk Natura World. Pull Strategy: membuat promo diskon, menggelar special event di berbagai kota, dan event yang melibatkan konsumen seperti kegiatan home sharing, demo produk, table talk. Pass Strategy: melibatkan influencer dan public figure untuk menciptakan opini publik positif. Diimplementasikan melalui program Corporate Social Responsibility (CSR) ke berbagai wilayah yang terkena bencana dan memberikan komitmen pelayanan terbaik. Kata Kunci: Strategi Marketing Public Relations, Minat Beli

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