i ABSTRAK
Cynthia Rachmidianti, 210110110604, 2011. Jurusan Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Penelitian ini berjudul “Strategi Marketing Public Relations Travel Citi Trans” sebuah studi deskriptif kualitatif mengenai strategi marketing public relations travel Citi Trans dalam menghadapi persaingan bisnis transportasi di Bandung. Penelitian ini dibawah bimbingan H. Wawan Setiawan, Drs., M.I.Kom., sebagai pembimbing utama dan Aat Ruchiat N, S.Sos., M.Si., sebagai pembimbing pendamping.
Penelitian ini bertujuan untuk mengetahui kegiatan apa saja yang dilakukan Citi Trans dalam strategi push, pull, dan pass marketing public relations dalam menghadapi persaingan bisnis transportasi di Bandung. Serta mengetahui peran public relations dan marketing di sebuah perusahaan travel.
Metode penelitian yang digunakan adalah metode penelitian kualitatif dengan menggunakan pendekatan deskriptif. Hasil dari penelitian ini terdapat beberapa kegiatan yang dilakukan oleh travel Citi Trans melalui strategi push, pull, dan pass marketing public relations, namun dari ketiga strategi tersebut, strategi pull yang lebih banyak dilakukan oleh perusahaan.
Kesimpulan penelitian ini menunjukkan bahwa kegiatan yang dilakukan melalui tiga strategi marketing public relations masih kurang dan terdapat proses strategi yang tidak sesuai dengan konsep marketing public relations.
ii ABSTRACT
Cynthia Rachmidianti, 210110110604, 2011. Departement of Public Relations, Faculty of Communications, University of Padjadjaran. This research which titled “Strategy of Marketing Public Relations Citi Trans Travel Tour” is a descriptive qualitative study about marketing public relations strategy of Citi Trans Travel Tour to face up the competition in transportation business in Bandung. This research is conducted below the guidance of H. Wawan Setiawan, Drs., M.I.Kom., as the main supervisor and Aat Ruchiat N, S.Sos., M.Si., as the co- supervisor.
The aim of this research is to analyze any activities of push, pull, and pass strategy in marketing public relations strategy to face up the competition in transportation business in Bandung, and also lead us to know the role of public relations and marketing in travel companies.
The method which is used for this research is qualitative one by using the descriptive approachment. The research showed that there are some activities of push, pull, and pass marketing public relations which has been done by the Citi Trans travel, and companies almost use the pull strategy among those three ways.
The conclusion of this research shows that the activities of marketing public relations strategy too less for product promotion and process on strategy not fit with the concept of marketing public relations.
