ABSTRAK
Vinny Rahmi Oktaviola, 210110110273, Program Studi Ilmu Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Judul Skripsi “Proses Pull Strategy JP-AMAN Oleh Humas PT. Jasaraharja Putera Untuk Meningkatkan Brand Awareness”, Pembimbing utama Dr. Evi Novianti, M.Si dan pembimbing pendamping Dra. Hj. Kokom Komariah, M.Si.
Tujuan penelitian untuk mengetahui analisis situasi, perencanaan pull strategy, implementasi pull strategy ,serta hasil dan evaluasi proses pull strategy JP-AMAN oleh Humas PT. Jasaraharja Putera untuk meningkatkan brand awareness. Metode yang digunakan adalah deskriptif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka. Sumber data terdiri dari: data primer dan data sekunder. Penelitian ini dilaksanakan di Kantor Pusat PT. Jasaraharja Putera, Jl. TB. Simatupang Kav.1, Jakarta Selatan.
Berdasarkan hasil penelitian, tahapan analisis situasi dilakukan dengan menganalisis pasar dan opini publik. Pada tahapan perencanaan humas menentukan objective yakni JP-AMAN mampu mendapat tempat di kalangan masyarakat maka dipilih lah pull strategy karena membutuhkan strategi yang langsung menyentuh end users. Pada tahap implementasi ada 6 taktik dari pull strategy yang dilaksanakan yakni : (1) Promosi, (2) Personal Touch, (3) Media Komunikasi, Media Masa, Press Relations, (4) Periklanan, (5) Event, (6) Relationship Marketing. Tahap akhir yakni mengetahui sejauh mana hasil pencapaian dan evaluasi program melalui (1) Brand Health Index, (2) Media Monitoring, (3) Survey Pihak Ketiga
Simpulan dari penelitian ini adalah PT. Jasaraharja Putera sudah mampu meningkatkan brand awareness JP-AMAN melalui proses pull strategy melalui tahapan analisis pasar dan analisis publik berlanjut pada perencanaan hingga menentukan pull strategy sebagai strategi MPR untuk meningkatkan brand awareness. Hasil dari 6 taktik yang dilaksanakan sudah sedikit mencapai target. Agar lebih baik kedepannya evaluasi dilaksanakan secara berkala.Saran pada penelitian ini analisis situasi yang dilakukan lebih rutin agar perkembangan brand awareness JP-AMAN dapat terpantau dengan baik. Selanjutnya pada tahap perencanaan perlu ditingkatkan lagi pendekatan kesadaran masyarakat. Pada tahap implementasi kegiatan media relations untuk produk JP-AMAN sebaiknya lebih ditingkatkan dan programatik. Untuk evaluasi sebaiknya menambahkan evaluasi perencanaan dan evaluasi dampak JP-AMAN.
ABSTRACT
Vinny Rahmi Oktaviola, 210110110273, Public Relations Department, Faculty of Communication Science, Padjadjaran University. “JP-AMAN Pull Strategy Process by Public Relations of PT. Jasa Raharja Putera to Raise Brand Awareness” with Dr. Evi Novianti, M.Si as the Prime Counselor and Dra. Hj. Kokom Komariah, M.Si as the Second Counselor.
The research aimed to find out situation analysis, pull strategy planning, pull strategy implementation, also the result and evaluation step of JP-AMAN Pull Strategy by Public Relations of PT. Jasa Raharja Putera in raising its brand awareness. This research used descriptive method with in-depth interview, observation and literature study as the collective data techniques. This research took place at Head Office of PT. Jasa Raharja Putera, Jl. TB. Simatupang Kv. 1, Jakarta Selatan.
Based on the result, situation analysis step was done by analysing the market and public opinion. While at the planning step, public relations team set its objective that JP-AMAN could get public attention and so did they choose pull strategy, because it needed a direct strategy for the end users. At the implementation step, there was 6 tactics of its pull strategy which consist of: (1) Promotion, (2) Personal Touch, (3) Communication Media, Mass Media, Press Relations, (4) Advertising, (5) Event, (6) Marketing Relationship. The final step was done by finding out how the result was and evaluating the program through: (1) Brand Health Index, (2) Media Monitoring, (3) Third-party survey.
Researcher took a conclusion that PT. Jasa Raharja Putera has been success in raising JP-AMAN brand awareness through its pull strategy process that consists of market and public analysis step, planning step, until designing pull strategy as its MPR strategy to raise brand awareness. The result of those 6 tactics above has achieved some targets, but to make it better public relations team should do the evaluation simultaneously.Suggestions from this research are, first, doing situation analysis more rapidly so the company could watch JP-AMAN brand awareness and make sure that it’s growing well. Second, planning step should be enhanced by focusing on public awareness approach. Third, at the implementation step, media relations activity should be enhanced too regarding JP-AMAN product and it would be better if the officers make a structural program. Last but not least, at the evaluation step, planning evaluation and impact evaluation should be added.
