STRATEGI MARKETING PUBLIC RELATIONS PENANTIAN CAFE AND RESTO DALAM MEMBANGUN BRAND AWARENESS (Studi Kasus Kolaborasi Usaha Kecil dan Menengah dibidang Kuliner)

SYADILLA, RAHMA (2025) STRATEGI MARKETING PUBLIC RELATIONS PENANTIAN CAFE AND RESTO DALAM MEMBANGUN BRAND AWARENESS (Studi Kasus Kolaborasi Usaha Kecil dan Menengah dibidang Kuliner). S1 thesis, Universitas Mercu Buana.

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Abstract

This research aims to identify the marketing public relations strategy implemented by Penantian Cafe and Resto in building brand awareness, particularly through collaborations with Small and Medium Enterprises (UKM) in the culinary sector. The research method used is descriptive qualitative with a constructivist paradigm approach. Data collection techniques include in-depth interviews, observation, and documentation. The results show that Penantian Cafe and Resto applies marketing public relations strategies using the pull, push, and pass approaches. These strategies are implemented through the use of social media, collaboration with local influencers, and joint promotional activities with other UKM. The strategies have proven effective in enhancing brand visibility and awareness among consumers. However, challenges such as budget constraints and limited human resources remain significant obstacles in executing the MPR strategy. This study provides practical insights for UKM actors to understand the importance of targeted and collaborative communication strategies in building brand awareness. Penelitian ini bertujuan untuk mengetahui strategi marketing public relations yang diterapkan oleh Penantian Cafe and Resto dalam membangun brand awareness, khususnya melalui kolaborasi dengan Usaha Kecil dan Menengah (UKM) di bidang kuliner. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan paradigma konstruktivis. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa Penantian Cafe and Resto menggunakan strategi marketing public relations melalui pendekatan pull, push, dan pass. Strategi ini diwujudkan dalam bentuk pemanfaatan media sosial, kerja sama dengan influencer lokal, serta kegiatan kolaboratif dengan UKM lain dalam event kuliner dan promosi bersama. Strategi tersebut terbukti efektif dalam meningkatkan visibilitas dan kesadaran merek di kalangan konsumen. Namun demikian, beberapa hambatan seperti keterbatasan anggaran dan sumber daya manusia menjadi tantangan dalam pelaksanaan strategi MPR ini. Penelitian ini memberikan kontribusi praktis bagi pelaku UKM untuk memahami pentingnya penerapan strategi komunikasi yang terarah dan kolaboratif dalam membangun brand awareness.

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 171
NIM/NIDN Creators:	44221110015
Uncontrolled Keywords:	Public Relations. Brand Awareness, Marketing Strategy
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.02 Management of Enterprises of Specific Sizes and Scopes/Pengelolaan Usaha dengan Ukuran dan Lingkup Tertentu > 658.022 Small Enterprises/Usaha Kecil 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
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	Pandu Risdiyanto
Date Deposited:	23 Sep 2025 09:08
Last Modified:	23 Sep 2025 09:08
URI:	http://repository.mercubuana.ac.id/id/eprint/98420

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