Affan Ibrahim Puspateja, Affan (2023) Strategi Marketing Public Relations Crayoone Event Organizer. Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh persaingan buku tahunan sekolah di sekolah menengah atas, sekolah menengah pertama, Sekolah Dasar dan sederajat di daerah Jakarta dan sekitarnya yang cukup ketat. Pada persaingan yang ketat ini dibutuhkan strategi untuk mempromosikan Crayoone Event Organizer menjadi Perusahaan Buku Tahunan Sekolah yang terbaik. Penelitian ini dilakukan di Jakarta Pusat. Penelitian ini bertujuan untuk mengetahui apa yang dilakukan Crayoone Event Organizer pada strategi Marketing Public Relations, mengetahui Pull, Push, dan Pass Strategy, dan mengetahui peluang dan hambatan strategi Marketing Public Relatlions-nya. Penelitian ini dilakukan berdasarkan pada teori Thomas L Harris, Three Ways Strategies yaitu Pull, Push dan Pass Strategy. Metode penelitian ini menggunakan analisis deskriptif dengan pendekatan kualitatif. Adapun teknik pengumpulan data yang digunakan dalam penelitian ini adalah dengan wawancara, observasi dan dokumentasi. Hasil penelitian menunjukan bahwa push strategy adalah strategi yang utama digunakan oleh Crayoone, dengan pembagian wilayah marketer dan bertujuan untuk diundang presentasi. Pemberian insentif per kerjasama dan akumulatif tahunan dilakukan oleh Crayoone Event Organizer. Pull strategy juga diupayakan lewat sosial media untuk menarik konsumen lewat Tiktok dan Instagram. pass strategy yang dilakukan ialah sponsorship kepada kegiatan kesiswaan dan non kesiswaan. Peluang dalam menjalankan strategi ini adalah lebih dikenal lewat sosial media, dan lebih mudah meyakinkan calon pengguna jasa. Hambatan jarak dalam segi produksi di luar wilayah kerja. Daftar Pustaka : 21 Buku, 6 Jurnal, dan 4 website Dosen Pembimbing : Siska Yuningsih, M.I.Kom. Kata Kunci : Crayoone, Marketing Public Relations, Strategi Marketing Public Relations x MUHAMMADIYAH JAKARTA UNIVERSITY SCHOOL OF SOCIAL AND POLITICAL SCIENCES Thesis, August 2023 Affan Ibrahim Puspateja 2019140284 Strategi Marketing Public Relations Crayoone Event Organizer ABSTRACT This research is motivated by the competition for school yearbooks in high schools, junior high schools, elementary schools and equivalent in the Jakarta area and its surroundings which is quite tight. In this tight competition, a strategy is needed to promote Crayoone Event Organizer to become the best School Yearbook Company. This research was conducted in Central Jakarta. This research aims to find out what Crayoone Event Organizer does in its Marketing Public Relations strategy, find out Pull, Push and Pass Strategy, and find out the opportunities and obstacles to its Marketing Public Relations strategy. This research was conducted based on the theory of Thomas L Harris, Three Ways Strategies namely Pull, Push and Pass Strategy. This research method uses descriptive analysis with a qualitative approach. The data collection techniques used in this study were interviews, observation and documentation. The research results show that the push strategy is the main strategy used by Crayoone, by dividing marketer areas and aiming to be invited for presentations. The provision of incentives per collaboration and annual accumulative is carried out by the Crayoone Event Organizer. A pull strategy is also being pursued through social media to attract consumers via Tiktok and Instagram. The pass strategy used is sponsorship for student and non-student activities. The opportunity to carry out this strategy is better known through social media, and it is easier to convince potential service users. Distance barriers in terms of production outside the work area.

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:	14 Dec 2023 02:45
Last Modified:	14 Dec 2023 02:45
URI:	http://repository.umj.ac.id/id/eprint/17393

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