i ABSTRAK
LESTARI PUTRI AGRAENI, NPM 210110080300. 2013. Jurusan Hubungan
Masyarakat, Fakultas Ilmu Komunikasi Kampus Bandung, Universitas Padjadjaran.
Deskriptif Kualitatif tentang Program XL So Me PT XL AxiataTbk Central Region Melalui
Strategi Marketing Public Relations. Penelitian ini dibimbing oleh Dra. Feliza Zubair, M.Si
selaku dosen pembimbing utama dan Aat Ruchiat Nugraha, S. Sos., M.Si selaku dosen
pembimbing pendamping.
Tujuan penelitian ini adalah untuk mengetahui proses pull strategy (strategi penarik)
yang dilakukan oleh program XL So Me sebagai strategi marketing public relations PT. XL
Axiata, Tbk. Central Region; push strategy (strategi pendorong) yang dilakukan oleh
program XL So Me sebagai strategi marketing public relations PT. XL Axiata, Tbk. Central
Region; pass strategy (strategi penembus) yang dilakukan oleh program XL So Me sebagai
strategi marketing public relations PT. XL Axiata, Tbk. Central Region.
Dalam pelaksanaan penelitian ini mengacu pada konsep marketing public relations
yaitu pull strategy, push strategy, dan pass strategy dengan menggunakan metode penelitian
deskriptif kualitatif. Teknik pengumpulan data yang digunakan yaitu dengan cara wawancara
mendalam, observasi dan dokumen.
Hasil penelitian ini dapat disimpulkan bahwa kegiatan-kegiatan yang dilakukan
program XL So Me memenuhi tiga strategi yaitu sebagai pull strategy (strategi penarik)
melakukan proposal kerja sama dengan komunikasi persuasive dan relationship marketing,
push strategy (strategi pendorong) pemilihan media komunikasi dan melakukan special
event, pass strategy (strategi penembus) melakukan kegiatan sponsorship sebagai strategi
marketing public relations.
Untuk lebih meningkatkan kinerja dan kelangsungan perusahaan diharapkan kepada
PT. XL Axiata khususnya program XL So Me untuk terus mempertahankan dan
meningkatkan hubungan dengan mengadakan gathering bersama para merchant dan lebih
ii ABSTRACT
LESTARI PUTRI AGRAENI, NPM 210110080300. 2013. Majoring Public
Relations, Faculty of Communication Sciences Campus Bandung. University of Padjadjaran.
Qualitative descriptive about XL So Me Program PT XL Axiata, Tbk Central Region Through
Strategic Marketing Public Relations. This research under the guidance of Dra. Feliza
Zubair, M.Si as first counselor and Aat Ruchiat Nugraha, S. Sos., M.Si as the second
counselor.
Purposes of this research are knowing determine the pull strategy that XL So Me
program did as a strategic marketing public relations PT. XL Axiata, Tbk. Central Region;
push strategy that XL So Me program did as a strategic marketing public relations PT. XL
Axiata, Tbk. Central Region; pass strategy that XL So Me program did as a strategic
marketing public relations PT. XL AxiataTbk. Central Region.
In the implementation of this research refers to marketing public relations konseps,
pull strategy, paush strategy, and pass strategy, by using descriptive qualitative research
methods. Data collecting techniques were used in this research depth interviews, observation
and documents.
From the results of this study can be conclude that the activities of XL So Me program
meets three strategies, as a pull strategy made a cooperation proposal with persuasive
communication and relationship marketing, a push strategy that choosing communication
media and made the special event, and pass strategy that made sponsorship activities as
marketing public relations strategies.
Towards increasing of company performance and continuance be expected PT XL
Axiata Tbk Central Region, as specially XL So Me program to keep alive and increasing
relationship by make gathering with all of merchants, and better to increase cooperation with
