YUNITA, DEWI (2024) AKTIVITAS MARKETING PUBLIC RELATIONS MIRACLE MATES DALAM MENGHADAPI PESAING BIDANG FASHION DI KOTA BANDUNG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Various companies are competing to improve their business creativity, which means marketing strategies must be on target in order to survive and dominate the market. Marketing strategy, according to Bannet, is a statement about how a brand or brand line achieves its goals. The very tight competition for clothing brands in the city of Bandung is certainly a challenge for Miracle Mates as one of the brands involved in the world of fashion, this is because it has been proven that the impact of rapid competition and the growth of competitors has a direct influence on the decline in sales results of Miracle Mates Bandung. This research aims to find out what kind of marketing public relations activities are used by Miracle Mates and to find out the role of the Marketing Communications division in carrying out Marketing Public Relations activities at Miracle Mates. The research method in this study uses a descriptive qualitative research method with a qualitative approach. The data collection method uses interview techniques, the informants in this research are the owner, marketing public relations division, and consumers of Miracle Mates Bandung. Data analysis techniques use qualitative techniques with data validity checking techniques using source triangulation. Based on the results of the research, it shows that the public relations marketing activities used by Miracle Mates are giveaways and content marketing as well as using social media Instagram and Tiktok. Meanwhile, the role of the Marketing Communications division is the role of communication transformation, posting new products, providing information about events, communicating in terms of promotions, responding to criticism and suggestions given by consumers, having skills in negotiating with customers, this aims to ensure that positive mutual understanding. Keywords: Activities, Marketing Public Relations, Field, Fashion Berbagai perusahaan berlomba lomba meningkatkan kreatif bisnisnya yang membuat strategi pemasaran harus sesuai target agar tetap bertahan dan menguasai pasar. Strategi pemasaran menurut Bannet, merupakan pernyataan mengenai bagaimana suatu merek atau lini merek mencapai tujuannya. Persaingan clothing brand yang sangat ketat di kota Bandung ini tentunya menjadi sebuah tantangan bagi Miracle Mates sebagai salah satu brand yang berkecimpung di dunia fashion, hal ini dikarenakan terbukti bahwa dari dampak pesatnya persaingan dan pertumbuhan pesaing berpengaruh secara langsung terhadap penurunan hasil penjualan Miracle Mates Bandung. Penelitian ini bertujuan untuk mengetahui aktivitas marketing public relation seperti apa yang digunakan Miracle Mates dan untuk mengetahui bagaimana peranan divisi Marketing Communications dalam menjalankan aktivitas Marketing Public Relations di Miracle Mates. Metode penelitian dalam penelitian ini menggunakan metode penelitian kualitatif deskriptif dengan pendekatan kualitatif. Metode pengumpulan data dengan menggunakan teknik wawancara, informan dalam penelitian ini adalah owner, divisi marketing public relations, dan konsumen Miracle Mates Bandung.teknik analisis data dengan menggunakan teknik kualitatif dengan teknik pemeriksaan keabsahan data menggunakan triangulasi sumber. Berdasarkan hasil dari penelitian menunjukkan bahwa aktivitas marketing public relation yang digunakan Miracle Mates adalah giveaway dan content marketing serta dengan menggunakan media sosial Instagram dan Tiktok. Sedangkan peran divisi Marketing Communications adalah peran transformasi komunikasi, memposting produk-produk baru, memberikan informasi mengenai event-event, melakukan komunikasi dalam hal promosi, merespon kritik dan saran yang diberikan oleh konsumen, memiliki keterampilan dalam bernegosiasi dengan pelanggan, hal ini bertujuan agar terjalinnya saling pengertian yang positif. Kata Kunci: Aktivitas, Marketing Public Relations, Bidang, Fashion
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