MUHSIN, MUHSIN (2024) Strategi Marketing Public Relations Dalam Mempertahankan Loyalitas Pelanggan Pada Kaizen Heritage Coffee. S1 thesis, Universitas Mercu Buana.
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Abstract
Kaizen Heritage Coffee as the object of research is one of the Coffee Shops. The number of Coffee Shops (Competitors) in the Kemayoran area, Central Jakarta makes Coffee Shops compete to carry out strategies to get consumers. This is built through various services provided by the Coffee Shop as well as possible and fulfilling all consumer needs, so that they can continue to maintain customer loyalty. This study uses a qualitative descriptive approach and a constructivism paradigm. The theory used is Pull, Push and Pass strategy. The method used in this study is descriptive, with data collection techniques and using triangulation or combined methods. Data collected through observation, interviews with Key Informants and Informants, as well as documentation, and drawing conclusions or verification. The results of this study can show that Kaizen Heritage Coffee carries out various Marketing Public Relations activities such as Pull Strategy: often holding special discount promos, collaborating with influencers to increase exposure and attract new consumers and holding regular events such as live music to provide additional reasons for customers to come and visit again. Push Strategy: involves direct communication with consumers and up selling and providing the best service to customers. Pass Strategy: utilizing customer feedback and online reviews to build a positive reputation. Kaizen Heritage Coffee sebagai objek penelitian merupakan salah satu Coffee Shop. Banyaknya Coffee Shop (Kompetitor) yang ada di wilayah Kemayoran, Jakarta Pusat membuat Coffee Shop berlomba-lomba melakukan strategi untuk mendapatkan konsumen. Hal tersebut dibangun melalui berbagai pelayanan yang diberikan oleh Coffee Shop dengan sebaik mungkin serta memenuhi segala kebutuhan konsumen, sehingga dapat terus mempertahankan loyalitas pelanggan. Penelitian ini menggunakan pendekatan deskriptif kualitatif dan paradigma konstruktivisme. Teori yang digunakan yaitu Pull, Push dan Pass strategi. Metode yang digunakan dalam penelitian ini adalah deskriptif, dengan teknik pengumpulan data dan menggunakan cara triangulasi atau gabungan. Data yang dikumpulkan melalui observasi, wawancara Key Informan dan Informan, serta dokumentasi, dan penarikan kesimpulan atau verifikasi. Hasil Penelitian ini dapat menunjukan bahwa Kaizen Heritage Coffee melakukan berbagai kegiatan Marketing Public Relations seperti Pull Strategi : sering mengadakan promo diskon khusus, kolaborasi dengan influencer untuk meningkatkan exposure dan menarik konsumen baru dan Mengadakan acara reguler seperti live music memberikan alasan tambahan bagi pelanggan untuk datang dan berkunjung kembali. Push Strategi: melibatkan komunikasi langsung dengan konsumen dan up selling serta memberikan pelayanan terbaik kepada pelanggan. Pass Strategi : memanfaatkan feedback pelanggan dan ulasan online untuk membangun reputasi yang positif
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