SHABRINA, FIRZA NUR (2025) ANALISIS STRATEGI PR MELALUI CUSTOMER RELATONSHIP MANAGEMENT PT GRAMEDIA ASRI MEDIA DALAM MEMBANGUN LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
With the advancement of technology and social media, new challenges arise in building good customer loyalty. Customer loyalty is very important for PT Gramedia Asri Media amidst the highly competitive media and retail sector in Indonesia. Changes in digital media are also a challenge for PT Gramedia Asri Media in improving PR strategies through Customer Relationship Management with the community to remain relevant and competitive. This research aims to find out the Public Relations strategy implemented through Customer Relationship Management (CRM) by PT Gramedia Asri Media in building customer loyalty. This research uses the theory of PR strategy according to Cutlip, Center, and Broom which suggests that the PR strategy process includes 4 stages including Fact Finding, Planning, Communication, Evaluation. Which includes the process of situation analysis, decision making, message delivery, assessment. This research paradigm uses Constructivism with a qualitative approach and qualitative descriptive method. Data collection techniques through interviews followed by one (Key Informant) and four (Informants) who are active employees of PT Gramedia Asri Media with the Communication division and observation through social media obtained as primary data, as well as documentation and literature sources as secondary data. Data validity techniques in this study used source triangulation techniques. The results of this study indicate that PT Gramedia Asri Media is able to implement PR Strategy according to Cutlip, Center, and Broom through Customer Relationship Management in a very competitive competition and rapid changes in digital media to build customer loyalty. The implementation of Cutlip, Center, and Broom's PR strategy through Customer Relationship Management can be declared effective by building strong relationships with customers. Keywords : Public Relations Strategy, Customer Loyalty, PT.Gramedia Asri Media Dengan kemajuan teknologi dan media sosial, tantangan baru muncul dalam membangun loyalitas pelanggan yang baik. Loyalitas pelanggan sangat penting bagi PT. Gramedia Asri Media di tengah sektor media dan ritel di Indonesia yang sangat kompetitif. Perubahan - perubahan di media digital juga menjadi tantangan bagi PT. Gramedia Asri Media dalam meningkatkan strategi PR melalui Customer Relationship Management dengan masyarakat agar tetap relevan dan kompetitif. Penelitian ini bertujuan untuk mengetahui strategi Public Relations yang diimplementasikan melalui Customer Relationship Management (CRM) oleh PT Gramedia Asri Media dalam membangun loyalitas pelanggan. Penelitian ini menggunakan teori strategi PR menurut Cutlip, Center, dan Broom yang mengemukakan bahwa proses strategi PR meliputi 4 tahap diantaranya yaitu, Fact Finding, Plannning, Communication, Evaluation. Yang mencakup proses analisis situasi, pengambilan keputusan, penyampaian pesan, penilaian. Paradigma penelitian ini menggunakan Konstruktivisme dengan pendekatan kualitatif dan metode deskriptif kualitatif. Teknik pengumpulan data melalui wawancara yang diikuti oleh satu (Key Informan) dan empat (Informan) yang merupakan karyawan aktif PT. Gramedia Asri Media dengan divisi Komunikasi dan observasi melalui media sosial yang diperoleh sebagai data primer, serta dokumentasi dan sumber literatur sebagai data sekunder. Teknik keabsahan data dalam penelitian ini menggunakan teknik triangulasi sumber. Hasil penelitian ini menunjukkan bahwa PT. Gramedia Asri Media mampu menerapkan Strategi PR menurut Cutlip, Center, dan Broom melalui Customer Relationship Management dalam persaingan yang sangat kompetitif dan perubahan media digital yang sangat pesat guna membangun loyalitas pelanggan. Penerapan strategi PR Cutlip, Center, dan Broom melalui Customer Relationship Management dapat dinyatakan efektif dengan membangun hubungan yang kuat dengan pelanggan. Kata Kunci : Strategi Public Relations, Loyalitas Pelanggan, PT.Gramedia Asri Media
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 025 |
| NIM/NIDN Creators: | 44221010005 |
| Uncontrolled Keywords: | Strategi Public Relations, Loyalitas Pelanggan, PT.Gramedia Asri Media |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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: | 24 Jan 2025 01:28 |
| Last Modified: | 24 Jan 2025 01:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93727 |
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