Beauty Aprilia, Sifa (2023) Strategi Marketing Public Relations D'Leo Jewelry dalam Mempertahankan Loyalitas Pelanggan. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The number of companies and trademarks that sell jewelry makes the competition in the related field even tighter. The companies are frequently tried its best to be able to continue to develop and expand their market and distribution network. Companies are required to be able to manage their product marketing strategy in order to reach more potential customers while at the same time maintaining customer loyalty who have previously been customers of the company. The method used in this research is descriptive with a qualitative approach. The data used were obtained from interviews, observations, and documentation. In this study, the researcher attempted to find out the communication process and the application of the three ways strategy in marketing public relations activities in the jewelry business field with D'Leo Jewelry as the main object of this research. The purpose of this research is to find out the Pull Strategy, Push Strategy, and Pass Strategy used by D'Leo Jewelry as an effort to maintain customer loyalty as well as attract new customers. Based on the results of the research, it can be concluded that D'Leo Jewelry has carried out two elements of the Three Ways Strategy, namely the Pull Strategy which the activities that include are using SEO, promos, discounting prices, and holding exhibitions. As well as Push Strategy which activities that include are in the form of sales counter, discounts, and direct marketing. Meanwhile, the Pass Strategy has not been implemented yet into the company's activities and there are no plans to do so in the near future. Keywords: three ways strategy, marketing public relations, customer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Banyaknya perusahaan dan merk dagang yang menjual perhiasan menjadikan persaingan yang terjadi di dunia bisnis ini pun semakin ketat. Kerap kali perusahaan – perusahaan tersebut mengusahakan yang terbaik untuk dapat terus mengembangkan dan memperluas pasar serta jaringan distribusinya. Perusahaan dituntut untuk dapat mengatur strategi pemasaran produknya agar dapat menjangkau lebih banyak calon pelanggan sekaligus dapat mempertahankan loyalitas pelanggan yang sebelumnya sudah pernah menjadi konsumen dari perusahaan tersebut. Metode yang digunakan dalam penelitian ini adalah deskriptif dengan pendekatan kualitatif. Data yang digunakan diperoleh dari hasil wawancara, observasi, dan dokumentasi. Pada penelitian ini peneliti berupaya untuk mengetahui proses komunikasi dan pengaplikasia three ways strategy dalam kegiatan marketing public relations di dunia bisnis perhiasan dan menjadikan D’Leo Jewelry sebagai objek penelitiannya. Tujuan dari penelitian ini adalah untuk mengetahui Pull Strategy, Push Strategy, dan Pass Strategy yang digunakan D’Leo Jewelry sebagai upaya mempertahankan loyalitas pelanggan sekaligus menjaring pelanggan baru. Berdasarkan hasil penelitian dapat ditarik kesimpulan bahwasannya D’Leo Jewelry sudah melakukan dua elemen dari Three Ways Strategy, yakni Pull Strategy yang kegiatannya berupa penggunaan SEO, mengadakan promo, kerja sama, potongan harga, dan mengadakan pameran. Sera Push Strategy yang kegiatannya berupa sales counter, discount, dan pemasaran langsung. Sementara untuk Pass Strategy belum diaplikasikan ke dalam kegiatan perusahaan dan belum ada rencana untuk melakukannya dalam waktu dekat. Kata kunci: three ways strategy, marketing public relations, loyalitas pelanggan. | |||||||||
| Uncontrolled Keywords: | three ways strategy, marketing public relations, customer loyalty three ways strategy, marketing public relations, loyalitas pelanggan. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Ms Sifa Beauty Aprilia | |||||||||
| Date Deposited: | 13 Jul 2023 15:30 | |||||||||
| Last Modified: | 13 Jul 2023 15:30 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26353 |
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