GUPTI, RIFVANI VERO RILMAULI (2026) MARKETING PUBLIC RELATIONS HALA KOFFIE DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study discusses the Marketing Public Relations strategies implemented by Hala Koffie to build brand awareness among its target market. The theories applied in this study are the Segmenting, Targeting, and Positioning (STP) model and the Marketing Public Relations mix theory proposed by Thomas L. Harris, which consists of Publicity, Event, News, Community Involvement, Inform/Image, Lobbying and Negotiating, and Social Responsibility (P.E.N.C.I.L.S). The research method used is a qualitative methodology with a descriptive approach. Data were collected through interviews with several relevant informants, observations by examining the Marketing Public Relations activities of Hala Koffie, and documentation that supports this research. The results indicate that in increasing brand awareness, Hala Koffie plans its target market and determines its business positioning in the market. Hala Koffie implements various activities based on the components of the P.E.N.C.I.L.S theory as indicators in carrying out Marketing Public Relations strategies, such as publishing activities and information through social media and organizing regular event programs that involve music enthusiast communities. However, several aspects of Marketing Public Relations strategies have not yet been implemented by Hala Koffie, including write a news and the implementation of social responsibility programs within the community. Despite the incomplete implementation of certain Marketing Public Relations aspects, Hala Koffie continues to strive to build brand awareness within the community.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini membahas mengenai strategi marketing public relations yang dilakukan Hala Koffie untuk membangun kesadaran merek dari target pasarnya. Teori yang digunakan dalam penelitian ini adalah model Segmenting, Targetting, dan Positioning (STP) dan Teori bauran Marketing Thomas L. Harris yaitu Publicity, Event, News, Community Involvement, Inform/Image, Lobbying dan Negotiating, Social Responsibility (P.E.N.C.I.L.S). Metode yang digunakan adalah metodelogi kualitatif dengan sifat deskriptif. Pengumpulan data dilakukan wawancara beberapa narasumber yang dapat memberikan informasi dan data, dan observasi dengan mengamati aktivitas marketing public relations Hala Koffie serta dokumentasi yang mendukung penelitian ini. Hasil dari penelitian ini menjelaskan bahwa Hala Koffie dalam meningkatkan brand awareness adalah dengan merencanakan target pasar dan menentukan posisi usahanya di pasar. Hala Koffie mengimplementasikan aktivasi yang bervariatif berdasarkan komponen teori P.E.N.C.I.L.S yang menjadi indikator dalam melaksanakan strategi marketing public relations yakni dengan mempublikasi kegiatan dan informasi melalui media sosial dan Hala Koffie memiliki program acara rutin yang melibatkan komunitas dari penggiat musik. Terdapat beberapa aspek startegi marketing public relations yang belum dimplementasikan oleh Hala Koffie seperti pembuatan berita dan tanggung jawab sosial di masyarakat. Meskipun beberapa aspek marketing public relations tidak terealisasikan, Hala Koffie berusaha membangun kesadaran merek di masyarakat. | ||||||
| Uncontrolled Keywords: | Kedai Kopi, Strategi Marketing Public Relations, Kesadaran Merek Coffee Shop, Marketing Public Relations Strategy, Brand Awareness | ||||||
| Subjects: | Communication > Public Relations Science | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi | ||||||
| Depositing User: | Rifvani RV Vero | ||||||
| Date Deposited: | 20 Feb 2026 07:16 | ||||||
| Last Modified: | 20 Feb 2026 07:16 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/58629 |
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