ALKHARIS, ANNISYA (2025) PENERAPAN MARKETING PUBLIC RELATIONS (MPR) DALAM MENINGKATKAN BRAND AWARENESS DENGAN PELANGGAN (STUDI KASUS GERAI UMKM BUBUR AYAM ISTIMEWA JURAGANAN PERIODE JANUARI 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the presence of Micro, Small, and Medium Enterprises (MSMEs) that contribute to economic growth in Indonesia. In running their businesses, MSME entrepreneurs need to implement effective communication strategies to increase sales. One of the main issues faced by MSME entrepreneurs today is the lack of branding skills. Furthermore, although Bubur Ayam Istimewa Juraganan, as an MSME, has indirectly implemented Marketing Public Relations (MPR) to enhance customer brand awareness, its implementation has not been optimal. The objective of this study is to identify and clearly describe the application of Marketing Public Relations (MPR) by Bubur Ayam Istimewa Juraganan in increasing brand awareness among customers during the period of January 2024, based on the Marketing Public Relations (MPR) theory by Thomas L. Harris. This study adopts a constructivist paradigm. It employs a case study method with a qualitative approach through interviews with key and additional informants, as well as observations and documentation. The findings indicate that Bubur Ayam Istimewa Juraganan applies communication strategies aligned with the Marketing Public Relations (MPR) theory through three strategies: pull strategy, push strategy, and pass strategy. The results reveal that during January 2024, the business only implemented pull and push strategies, with the push strategy being more prominent. This was demonstrated through event execution and the use of advertisements and promotions on online food delivery applications to enhance brand awareness. Additionally, the findings show that Bubur Ayam Istimewa Juraganan has reached the brand recognition stage, as the brand is well known among its customers but has yet to expand its reach to a broader audience. Keywords: Communication, Brand Awareness¸Marketing Public Relations (MPR) Penelitian ini dilatarbelakangi oleh adanya keberadaan Usaha Mikro Kecil Menengah (UMKM) yang membantu pertumbuhan perekonomian di Indonesia. Dalam menjalankan usahanya pelaku UMKM perlu menerapkan penggunakan komunikasi tepat untuk meningkatkan penjualan. Permasalahan yang dimiliki oleh pelaku UMKM saat ini adalah masih kurangnya kemampuan bagi pelaku UMKM untuk melakukan branding. Disamping itu, walaupun Bubur Ayam Istimewa Juraganan selaku pelaku UMKM secara tidak langsung menerapkan Marketing Public Relations (MPR) untuk meningkatan brand awareness pelanggan namun penerapannya terlihat belum maksimal. Tujuan dari penelitian ini adalah untuk mengetahui dan menggambarkan secara jelas Penerapan Marketing Public Relations (MPR) Bubur Ayam Istimewa Juraganan dalam Meningkatkan Brand Awareness dengan Pelanggan Periode Januari 2024. Melalui teori Marketing Public Relations (MPR) oleh Thomas L. Harris. Paradigma dalam penelitian ini menggunakan paradigma konstruktivisme. Penelitian ini menggunakan metode studi kasus dengan pendekatan kualitatif melalui wawancara dengan informan kunci dan informan tambahan serta menggunakan observasi dan dokumentasi. Hasil penelitian ini menunjukan bahwa Bubur Ayam Istimewa Juraganan menerapkan strategi komunikasi yang sesuai dengan teori Marketing Public Relations (MPR) melalui tiga strategi yakni: pull strategy, push strategy, dan pass strategy. Temuan ini menunjukan bahwa pada periode Januari 2024, Bubur Ayam Istimewa Juraganan hanya menggunakan pull strategy dan push strategy. Dimana penerapan push strategy terlihat lebih menonjol melalui pelaksanaan event dan memanfaatkan fitur iklan dan promosi di aplikasi pesan antar online untuk meningkatkan brand awareness. Pada hasil penelitian juga ditemukan bahwa bubur ayam Istimewa juraganan menempati tahapan brand recognition karena brand sudah dikenal baik oleh pelanggannya namun belum dapat menjangkau lingkungan yang lebih luas. Kata Kunci: Komunikasi, Brand Awareness¸Marketing Public Relations (MPR)
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