STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN BRAND IMAGE KEDAI KOPI RAMAH LINGKUNGAN (Studi Deskriptif Pada Stuja Coffee)

Muhamad Alifian Nur Fauzi, . (2022) STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN BRAND IMAGE KEDAI KOPI RAMAH LINGKUNGAN (Studi Deskriptif Pada Stuja Coffee). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Coffeeshop is one of the business fields that has developed quite rapidly at the present time. The number of coffeeshops that have sprung up causes businessowners to try to win the competition. Every coffeeshop that exists today wants to compete to provide a different value to the products, every services provided to each customer. This study aims to describe how the public relations strategy in building the brand image of an environmentally friendly coffee shop at Stuja Coffee. The research method used is qualitative with a descriptive study approach and uses primary and secondary data sources. Data collection techniques were carried out by in-depth interviews, literature studies, and documentation. The data obtained were then analyzed through four stages of data analysis, namely data collection, data reduction, data presentation, and drawing conclusions. The results of this study indicate that there are several strategies owned by Stuja Coffee in accordance with the concept of public relations strategy. The strategy implementedby Stuja Coffee in building a brand image as an environmentally friendly coffee shop is considered quite successful. The results of the interview prove that the image of Stuja Coffee as an environmentally friendly coffee shop has been attachedto Stuja Coffee.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810411281] [Pembimbing: Yani Hendrayani] [Penguji 1: Aan Setiadarma] [Penguji 2: Ratu Nadya W.]
Uncontrolled Keywords: Brand Image, Coffeeshop, Public Relation, Qualitative
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Muhamad Alifian Nur Fauzi
Date Deposited: 10 Aug 2022 03:56
Last Modified: 16 Aug 2022 03:31
URI: http://repository.upnvj.ac.id/id/eprint/20427

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