Dandy Prasetyo, Dandy (2023) Strategi Marketing Public Relations Pada Cv. Sakana Indo Prima. Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

ABSTRAK Penelitian pada CV.Sakana Indo Prima mempunyai latar belakang ciri khas dan keunggulan pasar sangat berpengaruh bagi masyarakat. Perusahaan yang melaksanakan strategi Marketing Public Relations salah satunya adalah Cv. Sakana Indo Prima bermula dari usaha home industry perikanan yang dirintis dari usaha trading hasil perikanan di Muara Baru Jakarta. Setelah melihat peluang yang baik dan mempertimbangkan alokasi permodalan, maka pada tahun 2009 dengan komitmen yang kuat owner Sakana menetapkan untuk hijrah lokasi usahanya di Sawangan, Kota Depok. Frozen food merupakan suatu proses penyimpanan sebelum pengolahan. Daya tarik dari makanan ini adalah kualitas dan rasanya yang sama seperti saat makan di restoran, namun bisa disimpan dalam waktu yang cukup lama. . Penelitian ini bertujuan untuk mengetahui Strategi CV.Sakana Indo Prima menggunakan teori Publication,Event,News,Community Involment Activies,Identity Media,Lobbiying Activity,Social Responsibility untuk menjalankan Marketing Public Relations CV.Sakana Indo Prima dan mengetahui peluang dan hambatan dalam menjalankan Marketing Public Relations. Penelitian ini menggunakan metode analisis deskriptif dengan pendekatan kualitatif. Dengan teknik pengumpulan data pada penelitian ini adalah wawancara, observasi dan dokumentasi. Hasil penelitian ini dari tahap perencanaan bahwa push strategy Strategi untuk mendorong dengan contohnya menjual barang atau jasa secara langsung kepada masyarakat sudah dilakukan oleh CV.Sakana Indo. Strategi Marketing Public Relations yang dilakukan oleh CV.Sakana Indo menggunakan dengan cara flyring atau memberikan diskon, cara Cv.Sakana Indo dapat menarik perhatian dan menarik penjunjung untuk dapat membeli olaha frozen food CV.Sakana Indo maka yang dilakukan oleh CV.Sakana Indo melalui publikasi media dan website yang aktif Strategi yang digunakan untuk menarik perhatian masyarakat dengan adanya penyebaran informasi melalui media sosial instagram dengan jumlah followers 737, dan postingan yang di unggah sebanyak 214 kiriman sehingga diharapkan dapat menjaring orang-orang sekitar wilayah Depok atau pun seluruh Indonesia. CV.Sakana Indo Prima juga menggunakan Pass strategy (mempengaruhi) untuk dapat mempengaruhi pemikiran masyarakat terhadap CV.Sakana Indo Prima melalui kegiatan bakti sosial yang di selenggarakan langsung oleh CV.Sakana Indo Prima dengan perencanaan. Kata Kunci : Strategy, Public Relations, Marketing Public Relations Refrensi : 12 Buku, 5 Jurnal Pembimbing : Lilik Sumarni, S.Sos, M.Si viii MUHAMMADIYAH UNIVERSITY JAKARTA FACULTY OF SOCIAL SCIENCE AND POLITICAL SCIENCE COMMUNICATION SCIENCE STUDY PROGRAM CONCENTRATION OF PUBLIC RELATIONS Thesis, July 2022 Dandy Prasetyo 2018140063 Marketing Public Relations Strategy at Cv.Sakana Indo Prima ABSTRACT Research on CV.Sakana Indo Prima has a distinctive background and market advantages that are very influential for the community. One of the companies implementing the Marketing Public Relations strategy is CV.Sakana Indo Prima started as a fishery home industry business which was initiated from a fishery product trading business in Muara Baru, Jakarta. After seeing good opportunities and considering the allocation of capital, in 2009 with a strong commitment the owner of Sakana decided to move his business location to Sawangan, Depok City. Frozen food is a storage process before processing. The appeal of this food is the quality and taste are the same as when eating in a restaurant, but can be stored for quite a long time. . This study aims to determine the strategy of CV.Sakana Indo Prima using the theory of push strategy, pull strategy, pass strategy to carry out Marketing Public Relations at CV.Sakana Indo Prima and find out the opportunities and obstacles in carrying out Marketing Public Relations. This study uses a descriptive analysis method with a qualitative approach. The data collection techniques in this study were interviews, observation and documentation. The results of this study are from the planning stage that the push strategy A strategy to encourage by for example selling goods or services directly to the public has been carried out by CV. Sakana Indo. The Marketing Public Relations strategy carried out by CV.Sakana Indo uses a push strategy by means of flyers or giving discounts, a pull strategy is how Cv.Sakana Indo can attract attention and attract visitors to be able to buy frozen food processed by CV.Sakana Indo, what is done by CV. Sakana Indo through active media and website publications. The strategy used to attract public attention is by disseminating information through Instagram social media with 737 followers, and 214 posts uploaded so that it is hoped that it can capture people around the Depok area or even throughout Indonesia. The push strategy of CV.Sakana Indo Prima also uses the Pass strategy (influence) to be able to influence people's thinking about CV.Sakana Indo Prima through social service activities which are held directly by CV.Sakana Indo Prima with planning. Keywords: Strategy, Public Relations, Marketing Public Relations Reference : 12 Books, 5 Journals Supervisor: Lilik Sumarni, S.Sos, M.Si

Item Type:	Thesis (Skripsi (S1))
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Social and Political Sciences > S1 Communication Studies / Ilmu Komunikasi
Depositing User:	EVA AIHULIA
Date Deposited:	11 Dec 2023 04:40
Last Modified:	11 Dec 2023 04:40
URI:	http://repository.umj.ac.id/id/eprint/17306

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