i ABSTRAK
Nama Wulanmaya. NPM 210110080328. Judul penelitian Strategi Marketing
Public Relations Concept Store AFFAIRS YK (Studi Kasus mengenai Strategi
Marketing Public Relations melalui Penyelarasan Fashion Style Karyawan dalam
Membangun Brand Image Concept Store AFFAIRS YK Di Yogyakarta).
Penelitian ini bertujuan untuk mengetahui strategi marketing public relations
melalui penyelarasan fashion style karyawan dalam membangun brand image
AFFAIRS YK. Penelitian ini menggunakan metode penelitian studi kasus, dan
keunikan kasus dari penelitian ini adalah sebagai store yang memiliki konsep
fashion style yang mengutamakan kualitas dan detail serta budaya komunikasi
karyawan dan lingkungan kerja. Narasumber dari penelitian ini adalah lima orang
karyawan AFFAIRS YK yang terdiri dari, store manager, head marketing, admin
finance, dan dua shopkeeper. Melalui observasi, wawancara mendalam,
dokumentasi, dan studi kepustakaan, hasil penelitian menunjukkan bahwa
penyelarasan fashion style karyawan AFFAIRS YK memperkuat konsep
AFFAIRS YK. Strategi marketing public relations yang dilakukan AFFAIRS YK
melalui penyelarasan fashion style disalurkan melalui beberapa program kerja
salah satunya melalui staff styling. Simpulan dari penelitian ini yaitu implementasi
penyelarasan fashion style karyawan dan pemahaman karyawan terhadap
penyelarasan fashion style tersebut mendukung terbentuknya image AFFAIRS
YK kepada publik. Saran dari penelitian ini adalah membentuk divisi terpisah
antara marketing dan marketing public relations.
Kata Kunci:
ii ABSTRACT
Name Wulanmaya. NPM 210110080328. The title of the research is Marketing
Public Relations Strategy of AFFAIRS YK Concept Store (Case Study in reference
to Strategy Marketing Public Relations through the Fashion Style Conformation
of the Staff to Build Brand Image of AFFAIRS YK Concept Store in Yogyakarta).
This research aimed to determine marketing public relations strategy by the
fashion style conformation of the AFFAIRS YK’s staff to build its brand image.
This research used case study method, and the uniquenes of this cases are
AFFAIRS YK has a unique concept which is concern with quality and detail of
product, and culture of their environment. The number of informans of this
research are five staffs of AFFAIRS YK such as store manager, head marketing,
admin finance, and two shopkeepers. Based on the research by doing observation,
indepth interview, take some documentations, and literature studies, the result indicated that the fashion style conformation of the staff reinforces AFFAIRS’s concept. Strategy marketing public relations AFFAIRS YK through the fashion
style conformation have been implemented by several their program, such as
through staff styling program. The conclusion of this research is the
implementation of fashion style conformation of the staff and understanding to
the fashion style conformation have been encouraging the establishment of
AFFAIRS YK’s image. The author suggested to split the division between
marketing division with marketing public relations or marketing communications.
