| dc.contributor |
Fakultas Ilmu Komunikasi |
|
| dc.creator |
Rizqullah, Fakhri |
|
| dc.creator |
Fuady, M. E. |
|
| dc.date |
2019-08-08 |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/17216 |
|
| dc.description |
Abstract. This research title is “Marketing Public Relations Activity of Vespuci Scooter Workshop.” The purpose of this research is to find the marketing public relations activity done by Vespuci workshop to build their brand. The method used in this research is descriptive study with qualitative data supported by Three Ways Strategy by Thomas L. Harris. Data collection process done by in-depth interview, literature study, field observation, and documentation to strengthen the research. Data collected from three interviewees who are the Owner/Founder, Marketing Manager, and Social Media Admin. Other than interviewing three interviewees, interview to Vespuci’s customers were also done. The result of this research found that three marketing public relations done by Vespuci using the Three Ways Strategy can build their brand and image in people’s eyes. To attract their costumers, Vespuci uses social media like Instagram, YouTube, and open an online shop via BukaLapak and Tokopedia. To publish their workshop name, Vespuci joins annual events like Ride and Share, Mods Mayday or other touring and charity events.Key words: Marketing Public Relations Activity, Three Ways Strategy Pull, Push, and Pass, Vespuci Scooter Workshop.Abstrak. Penelitian ini berjudul “Aktivitas Marketing Public Relations Bengkel Vespuci Scooter Workshop”. Tujuan dilakukannya penelitian ini adalah untuk mengetahui aktivitas marketing public relations yang dilakukan oleh bengkel Vespuci untuk dalam membangun merek. Metode penelitian yang digunakan adalah studi deskriptif dengan data kualitatif dan dibantu Three Ways Strategy menurut Thomas L. Harris. Proses pengumpulan data yang dilakukan dengan menggunakan teknik wawancara mendalam, studi pustaka, observasi lapangan dan dokumentasi untuk memperkuat penelitian. Data dikumpulkan melalui tiga orang narasumber yang merupakan Owner/Founder, Marketing Manager, dan Social Media Admin. Selain mewawancarai tiga orang narasumber, dilakukan juga wawancara terhadap pelanggan Vespuci. Hasil penelitian ini terlihat adanya aktivitas marketing public relations yang dilakukan oleh Vespuci menggunakan Three Ways Strategy dapat membangun merek dan citra di masyarakat. Dalam menarik konsumennya Vespuci menggunakan media sosial Instagram, youtube, selain itu juga berjualan secara online di BukaLapak, Tokopedia. Sedangkan untuk mempublikasikan nama bengkel, Vespuci mengikuti event seperti Ride and Share, Mods Mayday, atau acara touring dan acara amal lainnya.Kata kunci: Aktivitas Marketing Public Relations, Three Ways Strategy Pull, Push and Pass, Bengkel Vespuci Scooter Workshop |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/17216/pdf |
|
| dc.rights |
Copyright (c) 2019 Prosiding Hubungan Masyarakat |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 5, No 2, Prosiding Hubungan Masyarakat (Agustus, 2019); 518-525 |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 5, No 2, Prosiding Hubungan Masyarakat (Agustus, 2019); 518-525 |
|
| dc.source |
2460-6510 |
|
| dc.subject |
Hubungan Masyarakat |
|
| dc.subject |
Aktivitas Marketing Public Relations, Three Ways Strategy Pull, Push and Pass, Bengkel Vespuci Scooter Workshop |
|
| dc.title |
Aktivitas Marketing Public Relations Bengkel “Vespuci Scooter Workshop” |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kualitatif |
|