i
ABSTRAK
Salma Hanifah Effendi, 210110110606. Program Studi Hubungan
Masyarakat, Fakultas Ilmu Komunikasi Universitas Padjadjaran. Penelitian ini
berjudul “Strategi
Marketing Public Relations
Stereo Desserts
” (Studi Deskriptif
Mengenai
Strategi Marketing Public Relations dalam memasarkan produk
Trifle
In A Cup di
Stereo Desserts Bandung). Dengan Pembimbing Utama Drs.
Rosnandar Romli, M.Si, dan Anwar Sani, S.Sos., M.I.Kom selaku Dosen
Pembimbing Pendamping.
Penelitian ini bertujuan untuk mengetahui strategi
push, pull
dan
pass
marketing public relations yang dilakukan di Stereo Desserts Bandung. Metode
penulisan yang digunakan dalam penelitian ini adalah metode deskriptif dengan
pendekatan kualitatif. Teknik pengumpulan data yang digunakan melalui
wawancara mendalam, observasi, studi pustaka, dan dokumentasi.
Hasil penelitian menunjukkan Stereo Desserts menggunakan strategi
marketing public relations dengan konsep tiga taktik yaitu,
Push, Pull dan
Pass
Strategy.
Simpulan dari hasil penelitian ini adalah strategi
push marketing public
relations yang dilakukan di Stereo Desserts melalui kerjasama dengan beberapa
pihak yang disebut
Stereo Point, strategi
pull marketing public relations yang
dilakukan Stereo Desserts melalui
endorsement, publikasi media, special
event,
open booth, etc. Strategi
pass marketing public relations
yang dilakukan Stereo
Desserts melalui penggunaan reusable cup.
ii
ABSTRACT
Salma Hanifah Effendi, 210110110606. Public Relations studies program,
Faculty of Communications, University of Padjadjaran. Title research “Strategy
Mar
keting Public Relations Stereo Desserts”
(Descriptive Study About Strategy
Marketing Public Relations in marketing product Trifle In A Cup at Stereo
Desserts Bandung). With Drs. Rosnandar Romli, M.Si as Major Advisor and
Anwar Sani, S.Sos., M.I.Kom as Conselour.
This purpose of research is to determind of the push, pull, and pass strategy
marketing public relations conducted at Stereo Desserts Bandung. This research
method used is descriptive qualitative approach method. The technique collecting
data through in-depth interviews, observation, study library, and documentation.
The result showed that strategy marketing public relations conducted in
Stereo Desserts through the used three way strategy concept: push, pull, and pass
strategy.
The conclusions of this research is the push strategy marketing public
relations conducted in Stereo Desserts cooperation with several parties called
Stereo Point. Pull strategy marketing public relations conducted in Stereo
Desserts with endorsement, publish in media, special event, open booth, etc. Pass
strategy marketing public relations conducted in Stereo Desserts with using
reusable cup.
The author suggests that Stereo Desserts must be adding special forms of
cooperation, adding an advertisements in the media, adding an special events,
and capable of taking care community to show its concern and benefit to the
