STRATEGI MARKETING PUBLIC RELATIONS SINAR MAS LAND DALAM MENJALIN HUBUNGAN DENGAN PELANGGAN MUDA DI BSD CITY TANGERANG SELATAN

PUTRI, NABILA DYANDRA (2024) STRATEGI MARKETING PUBLIC RELATIONS SINAR MAS LAND DALAM MENJALIN HUBUNGAN DENGAN PELANGGAN MUDA DI BSD CITY TANGERANG SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Sinar Mas Land is one of the largest property companies in Indonesia. As a successful property developer who has a name in the minds of the public, of course Sinar Mas Land has a strategy to reach the target market so that good relationships can be built, especially with young customers who have a high interest in property. The aim of this research is to find out and describe Sinar Mas Land’s marketing public relations strategy in establishing relationships with young customers in BSD City, South Tangerang City. The theory used is the MPR Strategy according to Philip Kotler in (Ruslan, 2016), which is through three ways strategy including, pull strategy, push strategy, and pass strategy. This research uses a case study method with descriptive qualitative approach. Data collection techniques using interviews with informants who were involved in planning and gaining influence from Sinar Mas Land's marketing public relations strategy in establishing relationships with young customers. The results of the research, that is marketing public relations role, Sinar Mas Land wants to reach and establish good relationships with young customers using a marketing public relations strategy which includes a pull strategy, that is providing information about Sinar Mas Land's products and product advantages by events, push strategy that is providing services to young customers by using digital media, and pass strategy that is carrying out the programs to involve the community to create positive public opinion. By implementing the three strategies, the young customers have a great and closer feeling with company, this is an indication of positive feedback for companies in establishing good relationships and being able to compete with other developers amidst the high interest of young customers in property. Keywords: Marketing Public Relations, Young Customers, Good Relation. Sinar Mas Land merupakan salah satu perusahaan properti terbesar di Indonesia. Sebagai pengembang properti yang sukses dan mempunyai nama dibenak masyarakat, tentu memiliki strategi untuk menjangkau target pasar, khususnya pelanggan muda yang sedang tinggi minatnya terhadap properti. Oleh karena itu, dibutuhkan peran marketing public relations dalam menyusun strategi komunikasi agar tercipta ketertarikan dan tertanam kepercayaan tentang produk dan perusahaan, sehingga dapat menjalin hubungan baik dengan pelanggan muda. Tujuan penelitian ini untuk mengetahui dan menguraikan strategi marketing public relations Sinar Mas Land dalam menjalin hubungan dengan pelanggan muda di BSD City Kota Tangerang Selatan. Teori yang digunakan adalah strategi marketing public relations menurut Philip Kotler dalam (Ruslan, 2016) yang dilakukan melalui three ways strategy yaitu, pull strategy, push strategy, dan pass strategy. Penelitian ini menggunakan metode studi kasus, sifat deskriptif kualitatif. Teknik pengumpulan data dengan wawancara kepada informan yang terlibat dalam perencanaan dan mendapatkan pengaruh dari strategi marketing public relations Sinar Mas Land. Hasil penelitian menunjukkan bahwa dalam perannya marketing public relations Sinar Mas Land ingin menjangkau pelanggan muda melaluistrategi yang mencakup pull strategy yaitu memberikan informasi dan keunggulan produk dengan melakukan berbagai event. Push strategy yaitu memberikan pelayanan kepada pelanggan muda dengan pemanfaatan media digital. Pass strategy yaitu mengadakan kegiatan dengan mengikutsertakan komunitas agar dapat menciptakan opini publik positif. Dari implementasi ketiga strategi ini, pelanggan muda merasa lebih akrab dan dekat dengan perusahaan, hal tersebut mengindikasikan umpan balik positif bagi perusahaan dalam menjalin hubungan baik dan mampu bersaing dengan pengembang lain ditengah tingginya minat dari pelanggan muda terhadap properti. Kata Kunci: Marketing Public Relations, Pelanggan Muda, Hubungan Baik.

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