Strategi Public Relations Melalui Pemberian Discount Treatment di Klinik Kecantikan ‘Dian’ (Studi Kasus Strategi Public Relations Melalui Pemberian Discount Treatment di Klinik Kecantikan Dian dalam Upaya Meningkatkan Pelanggan)

Abstract

Abstract. The proliferation of beauty clinics in Bandung area is encouraged by the start of many people who care about the appearance, both men and women. They are willing to spend more in order to get the appearance they want. One beauty clinic in Bandung Regency that became the subject of this research is Beauty Clinic 'Dian'.This study aims to find and analyze: (1) the reason Beauty Clinic 'Dian' make lifetime discount treatment program, (2) public relations strategy of giving discount treatment at 'Dian' Beauty Clinic, (3) implementation of lifetime discount program sebgai strategy PR in an effort to increase customers. The method used in this research is qualitative method with case study approach.Theory and Concept support this research, among others, Philip Kotler Marketing Theory and Operational Process Public Relations Cutlip and Center.The results of the study among others; (1) proliferation of beauty clinic in Lembang city and causing tighter competition and decreasing of visitor interest to do treatment, (2) making lifetime discount treatment program for every old customer or new customer, (3) lifetime discount treatment is given for 20 % for each treatment.

Keyword : Public relations strategy, discount treatment, beauty clinic, operasional public relations process

Abstrak. Menjamurnya klinik kecantikan di daerah Bandung didorong dengan mulai banyaknya masyarakat yang peduli penampilan, baik laki-laki maupun perempuan. Mereka rela merogoh kocek lebih dalam untuk mendapatkan penampilan yang mereka inginkan. . Salah satu klinik kecantikan di Kabupaten Bandung yang menjadi bahan penelitian ini adalah Klinik Kecantikan ‘Dian’. Penelitian ini bertujuan untuk menemukan dan menganalisis: (1) alasan Klinik Kecantikan ‘Dian’ membuat program discount treatment seumur hidup, (2) strategi public relations pemberian discount treatment di Klinik Kecantikan ‘Dian’, (3) implementasi program discount seumur hidup sebgai strategi PR dalam upaya meningkatkan pelanggan. Metode yang digunakan metode kualitatif dengan pendekatan studi kasus.Teori Pemasaran Philip Kotler dan Proses Operasional Public Relations Cutlip and Center.Hasil penelitian diantaranya; (1) menjamurnya klinik kecantikan di kota Lembang dan menyebabkan persaingan yang semakin ketat serta berkurangnya minat pengunjung untuk melakukan treatment, (2) pembuatan program discount treatment seumur hidup bagi setiap pelanggan lama maupun pelanggan baru, (3) discount treatment seumur hidup diberikan sebesar 20% bagi setiap kali treatment.

Kata kunci : Strategi public relations, discount treatment, Klinik Kecantikan, proses operasional public relations.