ZIHNI FIRDAUS, HAIKAL (2024) PROSES KERJA PUBLIC RELATIONS DALAM MEMBENTUK CITRA PRODUK (STUDI KASUS PADA “THE SURO PIZZA”). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The product image for each company is an effort to increase sales in the midst of competitor competition. If the company is not sensitive to this competition, it will be left behind. In forming a product image, a strategy must be implemented by the company. The Suro Pizza is a restaurant that sells typical Italian pizza. This research aims to describe the process of forming a product image using 3 public relations work processes, consisting of Planning-decision, Communications- actions, and Public Relations Evaluations. Researchers used a qualitative approach with a descriptive focus in their research. The in-depth interview method was used to interview informants. In the research there were 6 informants consisting of 3 main informants and 3 supporting informants. The theory in this research uses the four-step public relations process theory, the steps which are the basis for public relations work. The results of this research show that The Suro Pizza uses 3 stages, namely Planning-decision, The Suro Pizza when planning begins with research, and makes innovations by management, whether regarding products, events or sales. In Communications-actions, to convey messages to the public, The Suro Pizza uses social media, Instagram, and local media that have collaborated. And realizing plans such as selling pizza with On The Road, collaborating with the community, and promoting by one get one. Meanwhile in the evaluations phase, The Suro Pizza evaluates programs that are already running, to measure the level of success of a program, the evaluation is led by the manager This person is also the decision maker for the program.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Citra produk bagi setiap perusahaan merupakan upaya untuk meningkatkan penjualan di tengah persaingan kompetitor, apabila perusahaan tidak peka terhadap pesaingan ini maka akan tertinggal, dalam membentuk sebuah citra produk harus mempunyai strategi yang diterapkan oleh perusahaan. The Suro Pizza merupakan restoran yang menjual pizza khas Italy. Penelitian ini bertujuan untuk menggambarkan proses pembentukan citra produk dengan menggunakan 3 proses kerja public relations, yang terdiri Defining Public Relations Problems, Planning-decision, Communications-actions, dan Evaluations public relations. Peneliti menggunakan pendekatan kualitatif dengan fokus deskriptif dalam penelitiannya, Metode indepth interview ini digunakan untuk mewawancarai informan. Dalam penelitian berdapat 6 informan yang terdiri dari 3 informan utama, dan 3 informan pendukung. Teori dalam penelitian ini menggunakan teori the four-step public relations process, langkah yang menjadi landasan dalam kerja public relations. Hasil penelitian ini menunjukan The Suro Pizza menggunakan 4 tahapan, yaitu Defining Public Relations Problems, The Suro melakukan riset dengan menggumpulkan data. Planning-decision, The Suro Pizza ketika menyusun perencanaan diawali dengan riset, dan membuat inovasi oleh manajemen, baik tentang produk, event atau penjualan. Pada Communications-actions, untuk menyapaikan pesan kepada publik The Suro Pizza menggunakan media sosial Instagram, dan media lokal yang sudah bekerja sama. Dan merealisasikan perencanaan seperti, penjualan pizza dengan On The Road, kolaborasi dengan komunitas, dan promosi by one get one Sedangkan pada fase evaluations, The Suro Pizza melakukan evaluasi terhadap program yang sudah berjalan, untuk mengukur tingkat keberhasilan sebuah program, evaluasi yang dipimpin oleh manajer ini sekaligus pengambil keputusan terhadap sebuah progam tersebut. | |||||||||
| Uncontrolled Keywords: | Image Formation Model, Public Relations, Competitors, The Suro Pizza. Model Pembentukan Citra, Public Relations, Kompetitor, The Suro Pizza. | |||||||||
| 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: | Mahasiswa HAIKAL ZIHNI FIRDAUS HAIKAL | |||||||||
| Date Deposited: | 27 Jul 2024 10:26 | |||||||||
| Last Modified: | 27 Jul 2024 10:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37692 |
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