Strategi Marketing Public Relations Klinik Kecantikan

Adinda Savira, Rosita Anggraini

Abstract


Abstrak. Dna Skinlab yang berlokasi di Jakarta Selatan merupakan klinik kecantikan kulit, wajah dan tubuh dengan produk dan jasa perawatan yang diunggulkan yaitu PRP, Dna Salmon, dan serum antiaging. Klinik kecantikan ini menerapkan strategi marketing public relations untuk mempromosikan produk dan  membangun citra. Tujuan dari penelitian ini untuk menganalisis strategi marketing public relations Dna Skinlab  menggunakan strategi pull, push dan pass. Pendekatan penelitian adalah  kualitatif deskriptif dengan teknik pengumpulan data wawancara mendalam pada tiga informan, dan studi kepustakaan. Analisis data melalui pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa marketing public relations Dna Skinlab menggunakan 5 alat kegiatan marketing public relations, yaitu publikasi, media identitas, acara, pidato dan berperan serta dalam aktivitas sosial sebagai pendukung three ways strategy yaitu strategi pull, push dan pass. Kegiatan yang dilakukan ini memperoleh good will, peningkatan penjualan, kepercayaan,  citra baik  perusahaan, dan banyaknya followers,view dan likes di media sosial. Dna Skinlab berhasil menjalankan strategi dengan pencapaian target penjualan yang  meningkat dari tahun ke tahun.

Abstract. Dna Skinlab, which is located in south Jakarta, has superior treatment products and services, namely PRP, Dna Salmon, and antiaging serum. In order to continue to exist in the market, currently Dna Skinlab is implementing a Marketing Public Relations strategy in supporting companies to promote a product and create an image. The purpose of this study was to analyze the Marketing Public Relations strategy of Dna Skinlab South Jakarta by using a pull, push and pass strategy. The concepts used are marketing public relations activities, and pull-push-pass strategies. Methods This research uses descriptive qualitative methods. Data collection techniques in the form of primary through in-depth interviews with one key informant, namely YZ and two informants, namely ND and RN. Secondary data through reference books, documents, and the internet. Data analysis through data collection, data reduction, data presentation and drawing conclusions. The results showed that Dna Skinlab's marketing public relations strategy used 5 tools for marketing public relations activities, namely publications, identity media, events, speeches and participating in social activities as a supporter of the three way strategy, namely pull, push and pass strategies. activities that have been carried out to obtain good will, the benefits obtained are increased sales or trust and a good image for the company, as well as the number of followers, views and likes on social media. DNA Skinlab has been successful in carrying out the strategy by achieving sales targets that continue to increase from year to year.


Keywords


Public Relations, Marketing Public Relations, Strategi Pull, Push, Pass, Bentuk Kegiatan Marketing Public Relations

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DOI: http://dx.doi.org/10.29313/.v8i1.31721

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