Strategi Marketing Public Relations Cups Coffee and Kitchen dalam Membangun Merek

Dhiya Badzlina Ghaisani, Nova Yuliati, Nova Yuliati

Abstract


Abstract. The title of this research is "Marketing Public Relations Strategy at Cups Coffee and Kitchen in brand building". The goal of this research is to find out the way how Cups Coffee and Kitchen build their brand through public relations marketing strategy. In this research, data was obtained in the form of descriptive study analysis by looking at the pull strategy, push strategy and pass strategy method. The research data itself has been collected through interview section, literature study and documentation for final complement. In the process of collecting data, the researcher using two person as key informant which is Marketing Manager and Owner or General Manager. Then as a final of the study the researcher carry out the interview section with two visitors to complete the data research. The results showed that public relations marketing strategy of Cups Coffee and Kitchen using Three Ways Strategy such as Pull Strategy, Push Strategy and Pass Strategy. In attracting consumer through media such as instagram, youtube, music events and billboards. To encourage the consumer through promotion such as buy 1 get 1 or a special price like vouchers. To persuade consumer by the help of food blogger influence.

Keywords: Three Ways Strategy, Strategy Marketing Public Relations, Cups Coffee and Kitchen

Abstrak. Judul penelitian ini adalah “Strategi Marketing Public Relations  Cups Coffee and Kitchen dalam membangun merek”. Tujuan penulisan skripsi ini adalah untuk mengetahui bagaimana strategi marketing public relations yang dilakukan Cups Coffee and Kitchen dalam membangun merek. Penelitian ini disusun dengan menggunakan metode penelitian studi deskriptif dengan melihat pull strategy, push strategy dan pass strategy. Proses pengumpulan data dilakukan dengan menggunakan teknik wawancara, selain itu studi pustaka dan mencari dokumentasi menjadi pelengkap data penelitian. Dalam pengumpulan data dengan dua orang key informan yang merupakan Marketing Manager dan Owner atau General Manager. Kemudian untuk menunjang hasil penelitian tersebut dilakukan wawancara kepada dua orang pengunjung sebagai data pelengkap penelitian. Hasil penelitian menunjukkan bahwa strategi marketing public relations Cups Coffee and Kitchen menggunakan Three Ways Strategy yaitu Pull Strategy, Push Strategy dan Pass Strategy. Dalam menarik konsumen melalui media seperti instagram, youtube selain itu mengadakan event musik dan publikasi melalui billboard. Dalam mendorong konsumen dapat melalui promosi seperti buy 1 get 1 ataupun harga khusus berupa voucher. Dalam membujuk konsumen dilakukan melalui bantuan food bloger.

Kata Kunci: Three Ways Strategy, Strategi Marketing Public Relations, Cups Coffee and Kitchen


Keywords


Three Ways Strategy, Strategi Marketing Public Relations, Cups Coffee and Kitchen

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References


Hariyanto, Didik. 2009. “Memenangkan Persaingan Bisnis Produk Farmasi Melalui Marketing Public Relations” dalam Jurnal Manajemen Pemasaran Vol. 4, No. 1, April 2009 (hal. 41).

Ruslan, Rosady . 2010. Manajemen Public Relations &Media Komunikasi. Jakarta: PT Raja Grafindo Persada.

Suparmo, Miranto. 2011. Marketing Public Relations, Upaya Memenangkan Persaingan Melalui Pemasaran yang Komunikatif. Jakarta: Lembaga Manajemen FE UI.




DOI: http://dx.doi.org/10.29313/.v0i0.9658

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