ANALISIS STRATEGI MARKETING PUBLIC RELATIONS DI PT LUNAR CHEMPLAST

MINTRIATI HASNA, . (2024) ANALISIS STRATEGI MARKETING PUBLIC RELATIONS DI PT LUNAR CHEMPLAST. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Produksi ternak di Indonesia masih tergolong rendah, ditandai dengan kesenjangan antara pasokan dan permintaan susu. Kurangnya modal usaha dan pengetahuan peternak tentang cara beternak yang benar menjadi faktor utama penghambat. Oleh karena itu, PT Lunar Chemplast hadir sebagai solusi dengan menyediakan alat-alat dan pengetahuan peternakan yang mumpuni. Untuk memasarkan produk dan jasanya, perusahaan perlu memiliki strategi marketing public relations yang efektif untuk mendukung pemasaran, penjualan, penyebaran informasi, dan menarik minat publik. Oleh karena itu, peneliti ingin mempelajari strategi marketing public relations yang diterapkan oleh PT Lunar Chemplast. Penelitian ini menggunakan pendekatan kualitatif dengan analisis deskriptif. Data dikumpulkan melalui wawancara terhadap satu key informan dan dua informan. Analisis data dilakukan melalui langkah-langkah pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa PT Lunar Chemplast hanya menggunakan 6 dari 7 alat Marketing Public Relations: Publications, Events, Sponsorhsips, News, Public Service Activities, dan Identity Media. Strategi pull, push, dan pass juga diterapkan untuk mendukung kegiatan Marketing Public Relations. Selain itu, PT Lunar Chemplast menggunakan metode komunikasi yang efektif untuk menyampaikan pesan dan informasi kepada peternak. Saran yang diberikan dalam penelitian ini adalah PT Lunar Chemplast perlu memaksimalkan kegiatan Marketing Public Relations dengan melakukan inovasi, serta mengaktifkan platform media sosial sebagai sarana publikasi. ***** Indonesian livestock production is still relatively low, marked by a gap between supply and demand for milk. Lack of business capital and farmers' knowledge of proper livestock management are the main hindrances. Therefore, PT Lunar Chemplast has emerged as a solution by providing comprehensive livestock equipment and knowledge. To market their products and services, the company needs an effective marketing public relations strategy to support marketing, sales, information dissemination, and attracting public interest. Therefore, researchers want to study the marketing public relations strategy implemented by PT Lunar Chemplast. This study uses a qualitative approach with descriptive analysis. Data were collected through interviews of one key informant and two informants. Data analysis was conducted through steps of data collection, data reduction, data presentation, and conclusion drawing. The study found that PT Lunar Chemplast only uses 6 out of 7 marketing PR tools: Publications, Events, Spons orships, News, Public Service Activities, and Identity Media. Pull, push, and pass strategies were also applied to support marketing PR activities. Additionally, PT Lunar Chemplast uses effective communication methods to convey messages and information to farmers. The study suggests that PT Lunar Chemplast should maximize marketing PR activities by innovating and activating social media platforms as a means of publication.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Muria Putriana, M.Pd. ; 2). Anggun Nadia Fatimah, M.Si.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 23169 not found.
Date Deposited:	28 Jul 2024 22:37
Last Modified:	28 Jul 2024 22:37
URI:	http://repository.unj.ac.id/id/eprint/46941

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