UTAMI, SALSABILA APRITA (2025) PENERAPAN STRATEGI MARKETING PUBLIC RELATIONS ULIK COFFEE AND EATERY DALAM MEMBANGUN BRAND AWARENESS KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The growing coffee shop industry requires brands to build strong brand awareness to stay competitive. Ulik Coffee and Eatery faces challenges in maintaining its identity and increasing consumer awareness. This study aims to describe the implementation of Marketing Public Relations strategies (Pull, Push, Pass) and their contribution to shaping consumer brand awareness. The study uses Harris’s Three Ways Strategy and Keller’s brand awareness theory (recognition and recall), supported by a reception approach through the encoding–decoding process to understand how Ulik’s messages are delivered and interpreted. A constructivist paradigm with a qualitative-descriptive method was applied. Data were collected through in-depth interviews with three key informants and two consumer informants. Data analysis used the Miles, Huberman, and Saldaña model with source triangulation for validation. Findings show that Ulik applies Pull (visual and comfort), Push (friendly service), and dominant Pass strategies (word of mouth, reviews, UGC), which strengthen consumer brand awareness. Keywords: Marketing Public Relations, Pull Strategy, Push Strategy, Pass Strategy, Brand Awareness. Industri coffee shop yang terus berkembang menuntut setiap brand membangun kesadaran merek agar mampu bersaing. Ulik Coffee and Eatery menghadapi tantangan mempertahankan identitas serta meningkatkan brand awareness. Penelitian ini bertujuan menggambarkan penerapan strategi Marketing Public Relations (Pull, Push, Pass) dan kontribusinya dalam membentuk kesadaran merek konsumen. Kajian teori menggunakan model Three Ways Strategy dari Harris serta teori brand awareness Keller (recognition dan recall). Penelitian memanfaatkan pendekatan resepsi melalui proses encoding–decoding untuk melihat bagaimana pesan Ulik disampaikan dan diterima konsumen dalam konteks pengalaman faktual mereka. Penelitian menggunakan paradigma positivisme dan metode kualitatifdeskriptif. Data dikumpulkan melalui wawancara mendalam dengan tiga key informan (Head Store, head waiter, kasir) dan dua informan pengikut (konsumen). Analisis data memakai model Miles, Huberman, dan Saldaña, sedangkan keabsahan diperoleh melalui triangulasi sumber. Hasil menunjukkan posisi Ulik dalam MPR tercermin melalui strategi Pull (daya tarik visual dan kenyamanan), Push (pelayanan ramah dan pengalaman kunjung), serta Pass yang paling dominan melalui word of mouth, ulasan, dan UGC. Ketiganya berperan dalam memperkuat brand awareness konsumen. Kata Kunci: Marketing Public Relations, Pull Strategy, Push Strategy, Pass Strategy, Brand Awareness.
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