PROGRAM MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN BRAND IMAGE DI PT BANK DBS INDONESIA KANTOR PUSAT JAKARTA

PRADITA, SOMIA (2019) PROGRAM MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN BRAND IMAGE DI PT BANK DBS INDONESIA KANTOR PUSAT JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Public Relations pada prinsipnya merupakan suatu kegiatan yang terencana dan suatu usaha yang terus menerus untuk dapat memantapkan dan mengembangkan itikad baik (goodwill) dan pengertian yang timbal balik (mutual understanding) antara suatu organisasi dengan masyarakat. Dalam organisasi perusahaan unit kerja pemasaran (marketing unit) merupakan unit kerja ujung tombak keberhasilan suatu perusahaan atau usaha bisnis. Setara halnya dengan unit kerja pelayanan masyarakat pada organisasi pemerintah yang juga merupakan ujung tombak operasional karena berhubungan langsung dengan customer. Tujuan penelitian ini adalah untuk memahami bagaimana program marketing public relations dalam meningkatkan brand image di PT Bank DBS Indonesia Kantor pusat Jakarta. Bangaimana menghadapi ketatnya persaingan antar bank asing dan faktor pendukung dan penghambat terhadap peningkatan Brand Image di PT.bank DBS Indonesia. Penelitian ini menggunakan metode penelitian deskriptif kualitatif yang pengambilan sumber data menggunakan teknik observasi dan purpose sampling yaitu dengan jenis wawancara secara mendalam kepada key informan dan informan serta data sekunder yang diperoleh dari studi pustaka. Dan keabsahan data yang diuji dengan teknik triangulasi. Hasil penelitian ini membahas mengenai marketing public relations namun lebih kepada melihat dari segi ketatnya kompetisi brand bank DBS Indonesia dapat bertahan dalam jangka waktu yang lama, tingkat keefektifan program marketing public relations dalam meningkatkan brand image. Key words: Public Relations, Program Marketing Public Relations, Brand Image Bank DBS Indonesia. http://digilib.mercubuana.ac.id/ v Universitas Mercu Buana Fakultas Ilmu Komunikasi Bidang Studi Public Relations Somia Pradita 44214110198 Program Marketing Public Relations dalam Meningkatkan Brand Image di PT Bank DBS Indonesia kantor pusat Jakarta. Jumlah Halaman: x + 90 Halaman + 10 Lampiran Bibliografi: 26 acuan , Tahun 2000-2017 ABSTRACT Public Relations in principle is a planned activity and a continuous effort to be able to establish and develop goodwill (goodwill) and mutual understanding (mutual understanding) between an organization and the community. In corporate organizations the marketing work unit (marketing unit) is the spearhead unit of work for the success of a company or business. Equally the same as the community service work unit in government organizations that are also the spearhead of operations because they deal directly with the customers. The purpose of this study is to understand how marketing public relations programs improve brand image at PT Bank DBS Indonesia Jakarta Head Office. Bangaimana faces intense competition among foreign banks and supporting and inhibiting factors for improving Brand Image at PT. Bank DBS Indonesia. This study uses a descriptive qualitative research method that extracts data sources using observation and purpose sampling techniques, namely by the type of in-depth interviews with key informants and informants as well as secondary data obtained from literature. And the validity of the data tested by triangulation techniques. The results of this study discuss marketing public relations but rather to see that in terms of the tight competition of brand banks DBS Indonesia can survive in the long term, the effectiveness of marketing public relations programs in increasing brand image. Key words: Public Relations, Public Relations Marketing Program, Bank DBS Brand Image Indonesia.

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