Thalib, Hanzalah Yasser (2024) IMPLEMENTASI MARKETING PUBLIC RELATIONS HUNIAN CO-LIVING RUKITA DALAM MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Fenomena persaingan di industri properti, khususnya penyewaan hunian di Kota Besar tentunya membutuhkan suatu implementasi marketing public relations yang komprehensif untuk dapat bersaing secara kompetitif. Penerapan teknologi informasi yang masif dapat menjadi salah satu implementasi marketing public relations yang efektif didalam mempersuasif target sasarannya dan sekaligus membangun brand awareness yang kuat bagi customer. Namun, tidaklah mudah membangun brand awareness dikarenakan ada beberapa pesaing yang intensif menggunakan teknologi informasi untuk menarik perhatian khalayak. Berangkat dari permasalahan tersebut, maka tujuan penelitian yakni untuk mengetahui implementasi marketing public relations Hunian Co-Living Rukita dalam membangun brand awareness. Konsep penelitian yang digunakan yakni The Whalen 7 Steps Strategic yang meliputi analisis situasi, menetapkan tujuan objektif, mendefinisikan strategi, mengidentifikasikan target, membuat pesan, mengidentifikasikan taktik, dan mengevaluasi. Paradigma penelitiannya menggunakan konstruktivistik. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan melibatkan subjek penelitian sebanyak lima narasumber. Data penelitian dikumpulkan melalui wawancara mendalam dan studi kepustakaan. Analisis data penelitian menggunakan metode reduksi data, penyajian data, penarikan kesimpulan dan verifikasi. Teknik keabsahan data yang digunakan yakni triangulasi sumber. Hasil temuan penelitian dan kesimpulan menunjukkan bahwa Implementasi marketing public relations Hunian Co-Living Rukita dalam membangun brand awareness telah berjalan dengan baik dan efektif. Hal ini terlihat dari bentuk implementasi marketing public relationsnya yakni mengembangkan pelayanan dengan cara membuat aplikasi mobile, membangun relationship yang harmonis dengan customer, memberikan layanan penuh untuk operasional dan pemasaran, mengadakan event, kegiatan press release dengan media, menjalin hubungan kerja sama dengan pihak lain, menawarkan program Rucoin, menerapkan program JakHabitat, kegiatan pemasaran secara door to door pada saat event, bekerja sama dengan beberapa influencer. The phenomenon of competition in the property industry, especially residential rentals in big cities, certainly requires a comprehensive implementation of marketing public relations to be able to compete competitively. Massive application of information technology can be an effective implementation of marketing public relations in persuading targets and at the same time building strong brand awareness for customers. However, it is not easy to build brand awareness because there are several competitors who intensively use information technology to attract audience attention. Departing from these problems, the aim of the research is to determine the implementation of marketing public relations for Rukita Co-Living Housing in building brand awareness. The research concept used is The Whalen 7 Steps Strategic which includes situation analysis, setting objective goals, defining strategy, identifying targets, creating messages, identifying tactics, and evaluating. The research paradigm uses constructivism. The research method used was descriptive qualitative involving five research subjects as sources. Research data was collected through in-depth interviews and literature study. Research data analysis uses data reduction methods, data presentation, drawing conclusions and verification. The data validity technique used is source triangulation. The research findings and conclusions show that the implementation of Rukita Co-Living Residential marketing public relations in building brand awareness has gone well and effectively. This can be seen from the form of marketing public relations implementation, namely developing services by creating mobile applications, building harmonious relationships with customers, providing full services for operations and marketing, holding events, press release activities with the media, establishing collaborative relationships with other parties, offering the Rucoin program, implementing the JakHabitat program, door to door marketing activities during events, collaborating with several influencers.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44219120026 |
| Uncontrolled Keywords: | Marketing Public Relations, Brand Awareness, Hunian Co-Living, Rukita Marketing Public Relations, Brand Awareness, Co-Living, Rukita |
| 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: | ANISA DESI SAFITRI |
| Date Deposited: | 04 Sep 2024 03:09 |
| Last Modified: | 04 Sep 2024 03:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91160 |
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