Eka Saputri, Syafira and Framanik, Naniek Afrilla and Setyorini, Deviani (2022) STRATEGI MARKETING PUBLIC RELATION KIARA COFFEEDI MASA PANDEMI. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK Syafira Eka Saputri. NIM 6662180098. Skripsi. Strategi Marketing Public Relations Kiara Coffee Di Masa Pandemi. Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sultan Ageng Tirtayasa 2022. Pembimbing I: Dr. Naniek Afrilla Framanik, S.Sos., M.Si. dan Pembimbing II: Deviani Setyorini, MCMS. Kehadiran kedai kopi yang bermunculan di Kota Serang membuat Kiara Coffee semakin giat melakukan inovasi-inovasi baru untuk menjaga citra perusahaan yang telah diperoleh Kiara. Tetapi sejak adanya pandemi COVID-19 yang telah menyebar ke seluruh duniamembuat segalanya menjadi tidak stabil. Hal ini sangat mempengaruhi seluruh aktivitas bisnis dibidang Food & Beverage. Tujuan dari penelitian ini adalah peneliti ingin mengetahui strategi marketing PR Kiara Coffee di masa pandemi. Dalam penelitian ini, peneliti menggunakan metode penelitian kualitatif. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dengan 3 informan.Paradigma yang digunakan adalah paradigma post-positivis. Strategi utama yang digunakan Kiara Coffee adalah three ways strategy yang dikemukakan oleh Thomas L. Harris.Pull Strategy yang diterapkan Kiara adalah menggunakan iklan berbayar, mengadakan delivery service, membuat akun official online store di aplikasi Gojek, menyebarkan informasi terkait produk baru, promosi bundling dan diskon melalui Instagram Kiara Coffee. Push Strategy yang dijalankan yaitu dengan word of mouth, direct marketing, menjaga quality control, meningkatkan hospitality, time service serta pelayanan maupun kualitas. Pass Strategyyang dilakukan adalah dengan mengadakan live music, aktif dalam kegiatan sosial, menjaga customer relations. Hasildari penelitian ini adalah tentang three ways strategy pull, push dan pass serta penerapan customer relations yang dilakukan Kiara Coffee. Kata Kunci: Marketing Public Relations, Three Ways Strategy, Pandemi Covid-19 ABSTRACT Syafira Eka Saputri. NIM 6662180098. Thesis. Kiara Coffee's Marketing Public Relations Strategy During a Pandemic. Communication Studies Study Program, Faculty of Social and Political Sciences, University of Sultan Ageng Tirtayasa 2022. Supervisor I: Dr. Naniek Afrilla Framanik, S.Sos., M.Si. and Advisor II: Deviani Setyorini, MCMS. The presence of coffee shops that have sprung up in Serang City has made Kiara Coffee even more active in carrying out new innovations to maintain the corporate image that Kiara has earned. But since the COVID-19 pandemic that has spread throughout the world has made things unstable. This greatly affects all business activities in the Food & Beverage sector. The purpose of this study is that researchers want to know Kiara Coffee's PR marketing strategy during the pandemic. In this study, researchers used qualitative research methods. The data collection technique used was in-depth interviews with 3 informants. The paradigm used is the post-positivist paradigm. The main strategy used by Kiara Coffee is the three way strategy proposed by Thomas L. Harris. Pull Strategy implemented by Kiara is using paid advertising, providing delivery services, creating an official online store on the Gojek application, disseminating information related to new products, bundling and discounts through Kiara Coffee's Instagram. Push Strategy implemented is word of mouth, direct marketing, maintaining quality control, improving hospitality, time service as well as service and quality. Pass Strategy carried out is by holding live music, being active in social activities, maintaining customer relations. The results of this study are about the three ways strategy of pull, push and pass as well as the application of customer relations by Kiara Coffee. Keywords: Marketing Public Relations, Three Ways Strategy, Covid-19 Pandemic

Item Type:	Thesis (S1)
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Perpustakaan FISIP
Date Deposited:	19 Jul 2024 15:43
Last Modified:	19 Jul 2024 15:43
URI:	http://eprints.untirta.ac.id/id/eprint/14655

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