IMPLEMENTASI PROGRAM MARKETING PUBLIC RELATIONS UNTUK MEMBENTUK BRAND AWARENESS ENGLISH FIRST FOR ADULTS

TUSQANO, IMAN AZZA (2022) IMPLEMENTASI PROGRAM MARKETING PUBLIC RELATIONS UNTUK MEMBENTUK BRAND AWARENESS ENGLISH FIRST FOR ADULTS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Brand awareness is very important for a company because it has a big influence in promoting itself, it is certain that a company needs a platform that will be used as a tool to introduce its company. English First for Adults is one of the non-formal educational institutions that utilizes digital promotion through social media Instagram, Facebook and YouTube as a means of marketing communication. Based on the background description above, the purpose of this study is to determine the implementation of a marketing public relations program to build brand awareness of English First for Adults. The concept of marketing public relations used is consumer orientation, marketing integrity and consumer satisfaction. The paradigm used in this study is post-positivistic using a qualitative descriptive approach. The object of this study is English First for Adults, while the subjects of this study are staff in the English First for Adults marketing team who are members of the marketing division, students, and prospective students of English First for Adults. The authors used data collection techniques by conducting in-depth interviews, documentation, and observations. The results of this study show that the implementation of a public relations marketing program to build brand awareness of English First for Adults is to use Instagram and Facebook social media and also create promo and education campaigns. Keywords: English First for Adults, Brand Awareness, Implementations, Public Relations, Campaign Brand awareness sangat penting bagi suatu perusahaan karena berpengaruh besar dalam mempromosikan diri, sudah pasti suatu perusahaan membutuhkan wadah yang akan dijadikan alat untuk memperkenalkan perusahaannya. English First for Adults adalah salah satu lembaga pendidikan non formal yang memanfaatkan digital promotion melalui media sosial Instagram, Facebook dan YouTube sebagai sarana komunikasi pemasarannya. Berdasarkan uraian latar belakang diatas, tujuan dilakukannya penelitian ini adalah untuk mengetahui implementasi program marketing public relations untuk membentuk brand awareness English First for Adults. Konsep marketing public relations yang digunakan adalah orientasi pada konsumen, integritas marketing dan kepuasan konsumen. Paradigma yang digunakan dalam penelitian ini adalah postpositivistik dengan menggunakan pendekatan deskriptif kualitatif. Objek dari penelitian ini adalah English First for Adults, sedangkan subjek dari penelitian ini adalah staff yang ada di dalam tim marketing English First for Adults yang tergabung ke dalam divisi marketing, siswa dan calon siswa English First for Adults. Penulis menggunakan teknik pengumpulan data dengan melakukan wawancara mendalam, dokumentasi, dan observasi. Hasil penelitian ini menunjukkan bahwa implementasi program marketing public relations untuk membentuk brand awareness English First for Adults adalah dengan menggunakan media sosial Instagram dan Facebook dan juga dibuatnya campaign promo dan edukasi. Kata kunci: English First for Adults, Brand Awareness, Implementasi, Public Relations, Campaign

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 22 083
NIM/NIDN Creators:	44218110017
Uncontrolled Keywords:	English First for Adults, Brand Awareness, Implementasi, Public Relations, Campaign
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.1 Programming/Pemrograman > 005.11 Special Programming/Pemrograman Khusus 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.71 Data Communications/Komunikasi Data > 005.713 Program/Program 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	03 Oct 2022 03:31
Last Modified:	03 Oct 2022 03:31
URI:	http://repository.mercubuana.ac.id/id/eprint/69815

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