Muhammad Sulthan Alkautsar, . (2021) STRATEGI MARKETING PUBLIC RELATIONS KEDAI KOPI SALLO DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN DI MASA PANDEMI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Sallo Coffee is a coffee shop located in Jakarta. Maintaining relationships with customers for the long term is part of the job of a Public Relations (PR). In this study, the authors wanted to know the marketing strategy of Sallo Coffee's Public Relations in maintaining customer loyalty during the pandemic. During a pandemic, what is the challenge to implement a PR marketing strategy in maintaining customer loyalty. The paradigm used in this research is the constructivism paradigm in which the researcher conducts research with PR in order to reconstruct the existing reality. The approach used is a qualitative approach with descriptive research through interviews, observation, and documentation. The results of this study are that the implementation of PR marketing strategies during the pandemic cannot be done all according to the existing PR concept because of the limited activities that must be carried out in accordance with government regulations. Social media Instagram is a medium for promoting Sallo Coffee products and providing product information in order to maintain relationships with customers or customers relations. The internet is key as a pandemic situation does not allow for as much physical contact as one might expect. With the promotion on Instagram social media it can also be said to be effective so that customer loyalty is maintained during a pandemic.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1710411030] [Pembimbing 1 : Yani Hendrayani] [Pembimbing 2 : Hermina] [Penguji 1 : Retno Dyah Kusumastuti] [Penguji 2 : Lusia Handayani] |
| Uncontrolled Keywords: | Customer Loyalty, Strategy Marketing Public Relations. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Muhammad Sulthan Al Kautsar |
| Date Deposited: | 22 Jun 2021 08:25 |
| Last Modified: | 22 Jun 2021 08:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/10789 |
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