ROMADHAN, ALDHAN (2025) STRATEGI PUBLIC RELATIONS PT HM SAMPOERNA TBK DALAM MENINGKATKAN PROMOSI MELALUI EVENT MUSIK KAMAR DENGAR. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study discusses the Public Relations strategy implemented by PT HM Sampoerna Tbk in increasing the effectiveness of product promotion through a music event titled Kamar Listen. The approach used in this study was a managerial POAC (Planning, Organizing, Actuating, Controlling) to systematically analyze each stage of the company's strategy. At the Planning (Planning) stage, PT HM Sampoerna Tbk conducted market analysis and formulated communication goals targeting the younger generation with an emotional approach through music. Event Room Listen is designed as a creative platform that unifies brands with audiences through a deep and culturally relevant audio experience. In the Organizing (Organizing) stage, the company established a Public Relations team structure consisting of creative divisions, event production, media partners, and monitoring teams to implement strategies in a coordinated manner. At the Actuating stage, strategies are implemented through the involvement of independent and local musicians, massive social media activation, and direct interaction with visitors through exclusive content and digital campaigns. This was done to create emotional closeness between the audience and the brand. Meanwhile, at the Supervision (Controlling) stage, promotion performance evaluation is carried out through measurement of the number of participants, media coverage, and perception survey of brands after the event. Research results show that the integrated POAC approach can increase promotional effectiveness and strengthen brand image among target audiences.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini membahas strategi Public Relations yang diterapkan oleh PT HM Sampoerna Tbk dalam meningkatkan efektivitas promosi produk melalui event musik bertajuk Kamar Dengar. Pendekatan yang digunakan dalam penelitian ini adalah manajerial POAC (Planning, Organizing, Actuating, Controlling) untuk menganalisis secara sistematis setiap tahap strategi yang dilakukan oleh perusahaan. Pada tahap Perencanaan (Planning), PT HM Sampoerna Tbk melakukan analisis pasar dan merumuskan tujuan komunikasi yang menargetkan generasi muda dengan pendekatan emosional melalui musik. Event Kamar Dengar dirancang sebagai platform kreatif yang menyatukan brand dengan audiens melalui pengalaman audio yang mendalam dan relevan secara budaya. Dalam tahap Pengorganisasian (Organizing), perusahaan membentuk struktur tim Public Relations yang terdiri dari divisi kreatif, produksi event, media partner, hingga tim monitoring untuk menjalankan strategi secara terkoordinasi. Pada tahap Pelaksanaan (Actuating), strategi dijalankan melalui pelibatan musisi independen dan lokal, aktivasi media sosial secara masif, serta interaksi langsung dengan pengunjung melalui konten eksklusif dan kampanye digital. Hal ini dilakukan untuk menciptakan kedekatan emosional antara audiens dengan brand. Sedangkan pada tahap Pengawasan (Controlling), evaluasi kinerja promosi dilakukan melalui pengukuran jumlah peserta, jangkauan media, serta survei persepsi terhadap brand setelah event. Hasil penelitian menunjukkan bahwa pendekatan POAC secara terintegrasi mampu meningkatkan efektivitas promosi dan memperkuat citra brand di kalangan target audiens. | ||||||
| Uncontrolled Keywords: | Strategi Public Relations, POAC, Promosi, Event Musik, Kamar Dengar, HM Sampoerna Public Relations Strategy, POAC, Promotion, Music Event, Listening Room, HM Sampoerna | ||||||
| Subjects: | Communication > Public Relations Science | ||||||
| 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: | Mr Aldhan Romadhan | ||||||
| Date Deposited: | 11 Dec 2025 06:02 | ||||||
| Last Modified: | 11 Dec 2025 06:02 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/55147 |
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