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) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. 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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