Dwi Pramesti, Arifa (2023) Strategi Marketing Public Relations Wedding Organizer dalam Membangun Brand Awareness (Studi Kasus pada Dian’yank Wedding Planner Syar’i). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
A lots of bussiness at wedding preparation service providers makes business competition in this field increasingly stringent. One of them is Dian'yank Wedding Planner Syar'i, which is a wedding organizer business that has changed the positioning of its business, which was originally a conventional concept and has now changed to syariah. In introducing the latest concept, proper strategic planning is needed so that the target market is aware of the syariah concept that it currently uses. This research is to find out the marketing public relations strategy by Dian'yank Wedding Planner Syar'i to build awareness of its target market. The theory used in this study is the theory of 3 ways strategy from Thomas L Harris with supporting models, namely the SWOT analysis model (Strength, Weakness, Opportunity, Threat) and the STP model (Segmentation, Targeting. Positioning). The method used is a qualitative methodology with a descriptive research nature. The data collection method is by conducting interviews with several sources who are considered appropriate in providing information, and observation by observing the activities by Dian'yank Wedding Planner Syar'i and also documentation that supports this research. The results of this study are that the marketing public relations strategy carried out by Dian'yank Wedding Planner Syar'i in building brand awareness is a Pull Strategy which is by participating in Wedding Expo and carrying out persuasive techniques conveyed through content published on social media. The Push Strategy is carried out by way of publicity on existing social media such as Instagram and Whatsapp and providing promotional discounts. The Pass Strategy is carried out by carrying out social activities related to market segmentation and the latest concepts such as compensation for orphans or breaking the fast with the poor.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Banyaknya penyedia jasa persiapan pernikahan membuat persaingan bisnis di bidang tersebut semakin ketat. Salah satunya Dian’yank Wedding Planner Syar’i yang merupakan usaha wedding organizer yang merubah positioning usahanya yang semula berkonsep konvensional dan kini berganti menjadi syariah. Dalam memperkenalkan konsep terkininya diperlukan perencanaan strategi yang tepat agar target pasarnya sadar terhadap konsep syariah yang kini dipakainya. Penelitian ini untuk mengatahui strategi marketing public relations yang dilakukan oleh Dian’yank Wedding Planner Syar’i untuk membangun kesadaran dari target pasarnya. Teori yang digunakan dalam penelitian ini adalah teori 3 ways strategy dari Thomas L Harris dengan model pendukung yaitu model analisis SWOT (Strength, Weakness, Opportunity, Threat) dan model STP (Segmentasi, Targetting. Positioning). Metode yang digunakan adalah metodologi kualitatif dengan sifat penelitian deskriptif. Metode pengumpulan data dengan melakukan wawancara dengan beberapa narasumber yang dianggap tepat dalam memberikan informasi, dan observasi dengan mengamati aktifitas yang dilakukan oleh Dian’yank Wedding Planner Syar’i dan juga dokumentasi yang mendukung penelitian ini. Hasil dari penelitian ini bahwa strategi marketing public relations yang dilakukan oleh Dian’yank Wedding Planner Syar’i dalam membangun brand awareness adalah Pull Strategy yang dilakukan dengan cara mengikuti acara Wedding Expo dan melakukan teknik persuasif yang disampaikan melalui konten yang dimuat di media sosial. Push Strategy yang dilakukan adalah dengan cara publisitas di media sosial yang telah dimiliki seperti Instagram dan Whatsapp dan memberikan potongan harga promosi . Pass Strategy yang dilakukan adalah dengan cara melakukan kegiatan sosial yang berhubungan dengan segmentasi pasar dan konsep terbarunya seperti santunan terhadap anak yatim atau buka puasa bersama kaum dhuafa. | |||||||||
| Uncontrolled Keywords: | Wedding Organizer, Marketing Public Relations Strategy, Brand Awareness. Wedding Organizer, Strategi Marketing Public Relations, Kesadaran Merek. | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Arifa Dwi Pramesti | |||||||||
| Date Deposited: | 22 Sep 2023 14:44 | |||||||||
| Last Modified: | 22 Sep 2023 14:44 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29854 |
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