STRATEGI MARKETING PUBLIC RELATIONS KERETA API CIREMAI PT. KERETA API INDONESIA (PERSERO).

i

ABSTRAK

Eka Kurniadi Ramdhan, 210110070098, Program Studi Ilmu Hubungan

Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Strategi

Marketing Public Relations

kereta api “Ciremai” PT. Kereta Api Indonesia

(Persero), yang dibimbing oleh Dr. Evi Novianti, M.Si, sebagai pembimbing

utama dan Aat Ruchiat Nugraha, S.Sos., M.Si, sebagai pembimbing pendamping.

Penelitian ini bertujuan untuk mengetahui Strategi

Marketing Public

Relations

PT. Kereta Api Indonesia (Persero) dalam menumbuhkan

brand

awareness

kereta api “Ciremai”. Metode penelitian yang digunakan adalah

deskriptif kualitatif. Pengumpulan data dilakukan melalui wawancara mendalam,

observasi, dan kepustakaan. Penelitian dilaksanakan di kantor PT. Kereta Api

Indonesia (Persero) pusat, Jalan Perintis Kemerdekaan No.1 Bandung.

Hasil penelitian ini menunjukkan bahwa strategi

Marketing Public

Relations

yang dilakukan oleh PT. Kereta Api Indonesia (Persero) sudah baik

dilakukan sehingga memberikan hasil yang baik dalam menumbuhkan

brand

awareness

kereta api “Ciremai” berupa

push strategy, pull strategy,

dan

pass

strategy.

ii

ABSTRACT

Eka Kurniadi Ramdhan, 210110070098, of Public Relations. Faculty of

Communication Science. Padjadjaran University. PT. Kereta Api Indonesia

(Persero) “Ciremai” Train Marketing Public Relations, under the guidance Dr.

Evi Novianti, M.Si, as the primary mentor and Aat Ruchiat Nugraha, S.Sos., M.Si,

as secondary mentor.

The purpose of this research is to know the PT. Kereta Api Indonesia

(Persero) Marketing public Relations Strategy to growing brand awareness of

"Ciremai" train. The method used is qualitative descriptive method. Data was

collected through deep interview, observation, and literature. Research conducted

in PT. Kereta Api Indonesia (Persero) head office at Jalan Perintis Kemerdekaan

No.1 Bandung.

The results showed that Marketing Public Relations Strategy that used by

PT.Kereta Api Indonesia (Persero) have been done well so giving the good result

in growing brand awareness toward "Ciremai" train such as pull, push, pass

strategy.