Pratama, Alandita (2015) STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN CITRA (Studi Kasus Kedai Kopi Espresso Bar Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK Peningkatan citra Kedai Kopi Espresso Bar Yogyakarta tidak lepas dari strategi marketing public relations yang dibangun oleh pemilik dan manajemen. Oleh karena itu, penelitian ini bertujuan untuk mengetahui secara sistematis dan mendalam tentang pelaksanaan strategi marketing public relations yang dilakukan Kedai Kopi Espresso Bar Yogyakarta dalam meningkatkan citra. Narasumber penelitian ini adalah pimpinan, pegawai dan pelanggan Kedai Kopi Espresso Bar Yogyakarta, sertaaktivitas yang berkaitan dengan strategi marketing public relations Kedai Kopi Espresso Bar Yogyakarta. Teknik pengumpulan data menggunakan observasi, wawancara dan studi pustaka. Trianggulasi data menggunakan trianggulasi sumber data dan trianggulasi metode. Teknik analisis data menggunakan analisis model interaktif. Hasil penelitian menyimpulkan bahwa strategi yang digunakan oleh Kedai Kopi Espresso Bar Yogyakarta dalam meningkatkan citra adalah marketing public relations dan kualitas pelayanan. Komunikasi pemasaran yang berperan terhadap keberhasilan Kedai Kopi Espresso Bar Yogyakarta dalam meningkatkan citra secara berurutan adalah komunikasi dari mulut ke mulut, pemasaran langsung, dan periklanan. Kualitas pelayanan diberikan melalui bukti langsung seperti lokasi yang mudah dijangkau dan kepemilikan beberapa cabang, tempat yang bersih, pegawai yang ramah, kopi yang enak dengan berbagai pilihan menu, fasiiltas live music dan nonton bareng. Kata kunci: strategi, marketing public relations, Kedai Kopi Espresso Bar Yogyakarta ABSTRACT Image enhancement Kedai Kopi Espresso Bar Yogyakarta can not be separated from marketing public relations strategy which was built by the owners and management. Therefore, this study aimed to determine systematically and deeply on the implementation of marketing public relations strategies conducted Kedai Kopi Espresso Bar Yogyakarta in enhancing the image. This research is a resource management, employees and customers Kedai Kopi Espresso Bar Yogyakarta, as well as activities related to marketing public relations strategy Kedai Kopi Espresso Bar Yogyakarta. Data collection technique used observation, interview and literature study. Triangulation data using triangulation of data sources and triangulation methods. Data were analyzed using an interactive model analysis. The study concluded that the strategy used by Kedai Kopi Espresso Bar Yogyakarta in enhancing the image is marketing public relations and quality of service. Marketing communication that contribute to the success of Kedai Kopi Espresso Bar Yogyakarta in enhancing the image in a sequence is word of mouth communication, direct marketing, and advertising. Quality of service provided through direct evidence such as an easily accessible location and ownership of several branches, the place is clean, friendly employees, great coffee with a variety of menu options, fasiiltas live music and watch together. Keywords: strategy, marketing public relations, Kedai Kopi Espresso Bar Yogyakarta
| Item Type: | Thesis (Other) |
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Ratna Sufiatin |
| Date Deposited: | 18 Oct 2016 04:03 |
| Last Modified: | 18 Oct 2016 04:03 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7765 |
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