Strategi Marketing Public Relations L’cheese Factory Dalam Meningkatkan Konsumen Di Kota Pekanbaru
DOI:
https://doi.org/10.55985/jcmo.v2i1.209Keywords:
Marketing Public Relations, KonsumenAbstract
Pesatnya persaingan dalam halnya pemasaran membuat perusahaan harus bertahan demi kelancaran hidup dan perkembangan perusahaannya. Oleh karena itu L’Cheese Factory membuat strategi komunikasi pemasaran yang bersifat soft selling yakni Marketing Public Relations yang tujuannya mendapatkan laba melalui kepuasan konsumen serta menjalin hubungan baik dengan konsumen. Dengan ini penulis mengangkat judul skripsi “Strategi Marketing Public Relations L’Cheese Factory Dalam Meningkatkan Konsumen di Kota Pekanbaru”. Tujuan penelitian ini adalah untuk menganalisis strategi Marketing Public Relations L’Cheese Factory dalam dalam meningkatkan konsumen dan mengetahui faktor penghambat dan pendukung L’Cheese Factory dalam meningkatkan konsumen di kota Pekanbaru. Penelitian ini dilakukan kurang lebih selama 2 bulan yaitu September-Oktober 2015 dan data dalam penelitian ini diperoleh dengan teknik wawancara mendalam dengan tiga informan disertai dengan beberapa informan tambahan yakni dari konsumen L’Cheese Factory, kemudian melakukan observasi dan dokumentasi. Hasil penelitian ini menunjukkan bahwa kegiatan strategi Marketing Public Relations yang dilakukan L’Chesee Factory yakni berupa publikasi, media identitas, peristiwa, berita, pidato, kegiatan layanan publik dan sponsoran. Penulis juga dapat mengetahui faktor pendukung dan penghambat kegiatan L’Cheese Factory saat menjalankan strategi Marketing Public Relations dalam meningkatkan konsumen di kota Pekanbaru, yaitu karena adanya faktor internal dan eksternal dari perusahaan. Kesimpulan dari penelitian ini, strategi Marketing Public Relations yang dilakukan L’Cheese Factory dalam meningkatkan konsumen sudah berjalan baik dan efektif, terlihat dari adanya 7 strategi Marketing Public Relations yang berkaitan dengan konsumen dan L’Cheese Factory melakukan semua kegiatan tersebut. Peningkatan konsumen, terbentuknya sebuah merek yang besar dan terwujudnya tujuan perusahaan telah dirasakan oleh L’Cheese Factory dengan menjalankan strategi Marketing Public Relations.
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