STRATEGI MARKETING PUBLIC RELATIONS JNE TANGERANG MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMPERTAHANKAN HUBUNGAN PELANGGAN

PUTRI, NAJWA JAMALIA (2025) STRATEGI MARKETING PUBLIC RELATIONS JNE TANGERANG MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMPERTAHANKAN HUBUNGAN PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (365kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (364kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (250kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (89kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (999kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (27kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (145kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (647kB)

Abstract

Marketing Public Relations is very important to be done in a company because to carry out an activity that increases customer trust, and also maintains good relations with customers. JNE Tangerang often conducts surveys to continue to hear customer complaints about JNE Tangerang's shortcomings. This study uses Philip Kotler's theoretical basis which explains three important points in the implementation of Marketing Public Relations to achieve a goal. The research method used in this study is a case study by conducting interviews with 1 resource person (Public Relations and Marketing Communication JNE Tangerang) and in-depth observation. The paradigm used is Constructivism with a qualitative descriptive approach. The results of the study show that JNE Tangerang's Marketing Public Relations strategy through Instagram plays a significant role in maintaining customer relationships. The push strategy utilizes direct promotions with interesting content, the pull strategy creates consistent interactions through the JLC program, and the pass strategy builds positive opinions through collaboration with communities and influencers. Consistency in providing interactive content strengthens brand image, customer loyalty, brand awareness, and the company's competitiveness amidst competition in expedition services. Keywords : Strategy, Marketing Public Relations, Social Media, Instagram, JNE Tangerang Marketing Public Relations sangat penting dilakukan di suatu perusahaan karena untuk melakukan suatu kegiatan yang meningkatkan kepercayaan pelanggan, dan juga menjaga hubungan baik dengan pelanggan. JNE Tangerang sering melakukan survey untuk terus mendengar keluhan pelanggan terhadap kekurangan JNE Tangerang. Penelitian ini menggunakan landasan teori Philip Kotler yang menjelaskan tiga poin penting dalam pelaksanaan Marketing Public Relations untuk mencapai sebuah tujuan. Metode penelitian yang digunakan dalam penelitian ini adalah studi kasus dengan melakukan wawancara kepada 1 narasumber (Public Relations dan Marketing Communication JNE Tangerang) dan observasi mendalam. Paradigma yang digunakan adalah Kontruksivismedengan pendekatan kualitatif tipe deskriftif. Hasil penelitian menunjukkan bahwa strategi Marketing Public Relations JNE Tangerang melalui Instagram berperan signifikan dalam mempertahankan hubugan pelanggan. Strategi push memanfaatkan promosi langsung dengan konten menarik, strategi pull menciptakan interaksi konsisten melalui program JLC, dan strategi pass membangun opini positif melalui kolaborasi dengan komunitas serta influencer. Konsistensi dalam menyediakan konten interaktif memperkuat citra merek, loyalitas pelanggan, kesadaran merek, dan daya saing perusahaan ditegah persaingan jasa ekspedisi. Kata Kunci : Strategi, Marketing Public Relations, Media Sosial, Instagram,

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 008
NIM/NIDN Creators:	44221010027
Uncontrolled Keywords:	Strategi, Marketing Public Relations, Media Sosial, Instagram,
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 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 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	15 Jan 2025 01:20
Last Modified:	15 Jan 2025 01:20
URI:	http://repository.mercubuana.ac.id/id/eprint/93553

Actions (login required)

View Item