STRATEGI KOMUNIKASI PUBLIC RELATIONS CIPLAZ LAMPUNG RAJABASA DI LINGKUNGAN BISNIS RETAIL DALAM MENCIPTAKAN CITRA POSITIF
| Main Author: | HENNY DEWI LARAS ATI, 1626031018 |
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| Format: | Masters NonPeerReviewed Book Report |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/65304/1/ABSTRAK.pdf http://digilib.unila.ac.id/65304/2/TESIS%20FULL.pdf http://digilib.unila.ac.id/65304/3/TESIS%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/65304/ |
Daftar Isi:
- Penelitian ini bertujuan mendeskripsikan strategi public relations Ciplaz Lampung Rajabasa dalam menciptakan citra positif, dan mendeskripsikan citra Ciplaz Lampung Rajabasa menurut pengunjung. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif. Data diperoleh melalui observasi, wawancara dan studi pustaka. Penelitian menggunakan teori four step public relations process dan teori citra corporate image. Hasil penelitian menunjukkan sebelum penetapan strategi, public relations Ciplaz Lampung Rajabasa merumuskan dahulu masalah yang dihadapi yaitu era digital, mempertahankan loyalitas customer serta penurunan konsumsi. Strategi dan implementasi yang dilakukan Ciplaz yaitu publication dengan pemasangan spanduk, showcard, pop dan plano harga, penyebaran brosur, penggunaan media sosial, SMS Blast / WA, telp customer, program jastip. Event dengan live music mingguan, Meet and greet artis, Liga Dangdut, Pameran otomotif, Fashion Show. Community involvement bekerjasama dengan komunitas JJE, KOMIL, Yatim Mandiri. Inform or image dengan penyebaran informasi melalui media sosial, merubah image dari shopping mall menjadi lifestyle mall. Lobbying and negotiation dengan melobi pihak – pihak tertentu untuk bekerjasama. Ciplaz tidak menjalankan peranan PR terkait news dan social responsibility. Corporate image Ciplaz yang terbentuk terkait tampilan fisik yang lebih modern, harga dan kualitas produk, pelayanan terhadap konsumen, serta event yang sudah pernah dilaksanakan dihadapan pengunjung sebelum pandemi covid-19 mendapat respon positif. Kata kunci : citra, public relations, strategi ABSTRACT The aim of this study is to describe the public relations strategy of Ciplaz Lampung Rajabasa in order to generate a positive image and to describe the image of Ciplaz Lampung Rajabasa according to the visitors. This research employs a qualitative method with a descriptive approach. The data collected by observation, interview, and library research. The Theory of Four– Step Public Relations Process and The Theory of Corporate Image were utilized in this research. The result of this study shows that before determining the strategy, firstly the Public Relations of Ciplaz Lampung Rajabasa need to formulate several encountered problems namely the digital era, maintaining the customer’s loyalty, and the reduction of consumption. The strategies and implementation conducted by Ciplaz are publication with the installation of banners, showcards, pop and price plans, distribution of brochures, the utilization of social media, SMS Blast / WA, customer by phone, entrust service (jastip) programs. The weekly live music event, Artist meet and greet, dangdut league, automotive exhibition, and fashion show. Community involvement in collaboration with the JJE Community, KOMIL, Yatim Mandiri. Inform or image by sharing information through social media and image changing from a shopping mall to a lifestyle mall. Lobbying and negotiation by lobbying certain parties to cooperate. The Ciplaz does not play a public relations role in regard to the news and social responsibility. The current corporate image of Ciplaz correlated to a modern physical appearance, product price and quality, customer services, and events that had been held in front of visitors before the Covid-19 pandemic in which received a positive response. Keywords: image, public relations, strategy