ARISNANDHY, DONI (2025) IMPLEMENTASI STRATEGI MARKETING PUBLIC RELATIONS DALAM MENIGKATKAN EKSISTENSI SAYURBOX. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The background of the problem that motivates the research is that in the rapidly growing digital era, companies must be able to adapt to market dynamics to remain competitive. One sector that has experienced significant growth is egrocery, including sayurbox, which provides consumers with fresh agricultural products from local farmers. However, in 2024 Sayurbox faces challenges in maintaining its existence in the market due to intense competition and changes in consumer behavior after the pandemic. According to populix survey data in 2021, HappyFresh (55%) and Sayurbox (33%) applications dominate the online vegetable shopping market in the jakarta area. Marketing communications that focus on offering added value are the main factors that influence consumers in choosing such as price, attractive promos, and free shipping. The problem of operational efficiency (layoffs) of sayurbox in 2023 makes sayurbox less reachable to its consumers optimally. From the problems that have been described, sayurbox needs to design a strategy that is more than just product quality, but also builds a strong business reputation after the pandemic. One strategy that can be implemented to improve the existence of sayurbox is through Marketing Public Relations (MPR). This research aims to discuss the implementation of marketing public relations strategies carried out by sayurbox in its efforts to improve the company's existence amid increasingly fierce competition in 2024. The research uses a constructivistic paradigm. Through a qualitative approach with a case study method, this research explores how sayurbox utilizes MPR to build a positive image, increase brand awareness, and retain customers. The results showed that sayurbox implemented a structured PR strategy, focused on building a positive image through highlighting company values, and prioritized transparency in crisis management. Effective communication strategies are used in new product launches. Sayurbox adopts a combination of pull, push, and pass strategies to expand market reach. The pull strategy emphasizes customer interaction through events and special occasions. Push strategies include promotions, bundle deals, loyalty programs, and endorsements. The pass strategy is carried out through community and CSR activities Keyword: Marketing Public Relations, Push Strategy, Pull Strategy, Pass Strategy Latar bekalang masalah yang mendasari penelitian ini adalah di era digital yang berkembang pesat, perusahaan harus mampu beradaptasi dengan dinamika pasar untuk tetap kompetitif. Salah satu sektor yang mengalami pertumbuhan signifikan adalah e-grocery, termasuk sayurbox, yang menyediakan produk pertanian segar dari petani lokal kepada konsumen. Namun, pada tahun 2024 Sayurbox menghadapi tantangan dalam mempertahankan eksistensinya di pasar akibat ketatnya persaingan dan perubahan perilaku konsumen pasca pandemi. Data survey populix tahun 2021 menyebutkan aplikasi HappyFresh (55%) dan Sayurbox (33%) mendominasi pasar belanja sayur online di wilayah jakarta. Komunikasi pemasaran yang menekankan pada penawaran nilai tambah menjadi faktor utama yang mempengaruhi konsumen dalam memilih seperti harga, promo yang menarik, dan gratis ongkir. Masalah efesiensi operational (PHK) sayurbox pada tahun 2023 menjadikan sayurbox kurang menjangkau konsumennya secara optimal. Dari masalah yang sudah dijabarkan maka sayurbox perlu merancang strategi yang lebih dari sekadar kualitas produk, tapi juga membangun reputasi bisnis yang kuat pasca pandemi. Salah satu strategi yang dapat diimplementasikan untuk meningkatkan eksistensi sayurbox adalah melalui Marketing Public Relations (MPR). Penelitian ini bertujuan membahas implementasi strategi marketing public relations yang dilakukan oleh sayurbox dalam upayanya untuk meningkatkan eksistensi perusahaan di tengah persaingan yang semakin ketat pada tahun 2024. Penelitian menggunakan paradigma konstruktivistik. Melalui pendekatan kualitatif dengan metode studi kasus, penelitian ini mengeksplorasi bagaimana sayurbox memanfaatkan MPR untuk membangun citra positif, meningkatkan brand awareness, serta mempertahankan pelanggan. Hasil penelitian sayurbox menerapkan strategi PR terstruktur, fokus pada pembentukan citra positif melalui penonjolan nilai-nilai perusahaan, dan mengedepankan transparansi dalam manajemen krisis. Strategi komunikasi efektif digunakan dalam peluncuran produk baru. Sayurbox mengadopsi kombinasi strategi pull, push, dan pass untuk memperluas jangkauan pasar. Strategi pull menekankan interaksi pelanggan melalui event dan acara khusus. Strategi push meliputi promosi, bundle deals, program loyalitas, dan endorsement. Strategi pass dilakukan melalui kegiatan komunitas dan CSR Keyword: Marketing Public Relations, Push Strategy, Pull Strategy, Pass Strategy
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