SABIRA, AL RISYA (2022) AKTIVITAS MARKETING PUBLIC RELATIONS (MPR) DALAM KEPERCAYAAN KONSUMEN PADA ONLINE SHOP IVARO FURNITURE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to find out how the Marketing Public Relations (MPR) activities in trust in the Ivaro Furniture Online Shop. This research uses postpositivism paradigm with descriptive type qualitative research method. In observing the activities of Marketing Public Relations at the company, the author uses steps such as conducting interviews with several sources. The analysis technique used is data reduction, data modeling and drawing conclusions. The technique of checking the validity of the data is using source triangulation. Based on the results of interviews with Marketing Public Relations (MPR) activities that have been carried out by Ivaro Furniture, including providing education to consumers, launching brands or products, developing public services to consumers, increasing brand awareness by means of advertising. The results of the study indicate that Ivaro's Marketing Public Relations activities have not fully maximized the Marketing Public Relations concept, one of which is that the media has not involved the media as a means of reporting or publication which should be done consistently and in accordance with existing journalistic ethics. Maintain the credibility of the information that will be provided to the public if you really want to increase consumer confidence in the Ivaro Furniture brand. Keywords: Marketing Public Relations Activities, Consumer Trust Penelitian ini bertujuan untuk mengetahui bagaimana Aktivitas Marketing Public Relations (MPR) dalam kepercayaan pada Online Shop Ivaro Furniture. Dalam penelitian ini menggunakan paradigma postpositivisme dengan metode penelitian kualitatif tipe deskriptif. Dalam mengamati kegiatan Marketing Public Relations pada perusahaan tersebut penulis menggunakan langkah – langkah seperti melakukan wawancara dengan beberapa narasumber. Teknik analisis yang digunakan yaitu reduksi data, model data dan penarikan kesimpulan. Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber. Berdasarkan hasil wawancara aktivitas Marketing Public Relations (MPR) yang telah dijalankan oleh Ivaro Furniture diantaranya adalah memberikan edukasi kepada konsumen, meluncurkan merek atau produk, mengembangkan pelayanan publik kepada konsumen, meningkatkan brand awareness dengan cara advertising. Hasil penelitian menunjukkan bahwa aktivitas Marketing Public Relations yang telah lakukan Ivaro belum sepenuhnya memaksimalkan dari konsep Marketing Public Relations, salah satunya adalah belum melibatkan media sebagai sarana pemberitaan atau publikasi yang mana seharusnya bisa dilakukan secara konsisten dan berjalan sesuai dengan etika jurnalistik yang ada. Menjaga kredibilitas sebuah informasi yang akan diberikan kepada masyarakat jika memang ingin menambah kepercayaan konsumen pada brand Ivaro Furniture. Kata Kunci: Aktivitas Marketing Public Relations, Kepercayaan konsumen
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