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All Journal Bandung Conference Series: Public Relations
M Subur Drajat
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Humanities Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran dalam Memasarkan Produk Perhiasan Reza Mochamad Zein; M Subur Drajat
Bandung Conference Series: Public Relations Vol. 2 No. 1 (2022): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (118.525 KB) | DOI: 10.29313/bcspr.v2i1.326

Abstract

Abstract. This study has urgency as the purpose of making this research by researchers, namely to find out By.kind Jewerly's marketing communication planning for marketing its products, to find out the implementation of By.kind Jewerly's marketing communications, and to find out By.kind Jewerly uses Instagram social media in marketing. jewelery products. Then this research uses a qualitative method with a case study approach. This research uses marketing mix theory, excellence theory, image theory, social media theory, marketing communication theory, and two-way communication theory. Then, this study has several research findings from research data from interviews and observations, namely, using Instagram social media, using electronic words of mouth (e-WOM), utilizing collabs with influencers, using Instagram social media, utilizing consumer feedback, utilizing collabs with influencers, reasons for using Instagram social media, the advantages of Instagram in developing marketing communications, creating interactive content related to products. Abstrak. Penelitian ini memiliki urgensi sebagai tujuan dari dibuatnya penelitian ini oleh peneliti yaitu untuk mengetahui perencanaan komunikasi pemasaran By.kind Jewerly terhadap pemasaran produknya, untuk mengetahui implementasi komunikasi pemasaran By.kind Jewerly, dan untuk mengetahui By.kind Jewerly memakai media sosial Instagram dalam memasarkan produk perhiasannya. Lalu penelitian ini memakai metode kualitatif dengan pendekatan studi kasus. Penelitian ini memakai teori bauran pemasaran (marketing mix), excellence theory, teori citra, teori media sosial, teori komunikasi pemasaran, dan teori komunikasi dua arah. Lalu, penelitian ini memiliki beberapa temuan penelitian dari data penelitian hasil wawancara dan observasi yaitu, menggunakan media sosial instagram, menggunakan electronic words of mouth (e-wom), memanfaatkan collab dengan influencer, penggunaan media sosial instagram, memanfaatkan Feedback konsumen, memanfaatkan collab dengan influencer, alasan memakai media sosial instagram, kelebihan instagram dalam mengembangkan komunikasi pemasaran, membuat konten interaktif berkaitan dengan produk.
Pengelolaan Stakeholder PT Securty Operation Group melalui Kegiatan Pelayanan di tengah Pandemi Covid-19 Muhammad Faisal Kusuma Yudha Rinalzi; M subur Drajat
Bandung Conference Series: Public Relations Vol. 2 No. 1 (2022): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (402.631 KB) | DOI: 10.29313/bcspr.v2i1.398

Abstract

Abstract. The spread of Covid-19 in Indonesia has caused a public commotion. It has been recorded that 2.47 million positive cases have been recorded on June 8, 2021. This has greatly impacted all industrial sectors. One of them is PT SOG INDONESIA, one of the companies engaged in security technology which is experiencing considerable obstacles. Given the pandemic situation, various sectors have to control all their operations from home, while PT SOG has not been optimal in managing media technology. The method used by researchers in describing and finding the model in this study is qualitative with a case study approach using stakeholder management theory, social media technology, digital services, and service excellence as a reference theory. The findings of this study reveal that stakeholder management is carried out by PT SOG Indonesia is able to improve service excellence, online media management and Employment Management. The stakeholder management strategies carried out by PT SOG Indonesia are 1) Stakeholder Management (Employee); 2) Recruitment staff; 3) Excellent Service; 4) consumer proximity; 5) social media management; 6) optimizing electronic services. Abstrak. Penyebaran Covid-19 di Indonesia membuat kegaduhan public. Tercatat sudah mencapai 2,47 juta kasus positif pada tanggal 8 juni 2021. Hal ini sangat berdampak pada seluruh sector industry, salah satunya pada PT SOG INDONESIA, perusahaan yang bergerak pada bidang teknologi keamanan yang mengalami hambatan yang cukup besar. Pandemi mengharuskan berbagai sektor mengontrol seluruh operasionalnya dari rumah, sedangkan PT SOG belum maksimal menggunakan media teknologi sebagai penungjang dalam melakukan pelayanan. Metode yang digunakan peneliti dalam penelitian ini ialah kualitatif dengan pendekatan studi kasus. Teori manajemen stakeholders, teknologi sosial media, pelayanan digital, dan service excellent sebagai pijakan dalam penelitian ini. Hasil temuan penelitian ini mengungkapkan bahwa pelayanan dalam pengelolaan stakeholder yang dilakukan oleh PT SOG Indonesia mampu meningkatkan service excellent, pengelolaan media online dan Pengelolaan Employe. Adapun strategi pengelolaan stakeholder yang dilakukan PT SOG Indonesia yaitu 1) Pengelolaan Stakeholder (Employee); 2) Recruitment staff; 3) Service Excellent; 4) consumer proximity; 5) social media management; 6) optimizing electronic services.
Aktivitas Public Relations Hotel Harper by Aston melalui Media Sosial di Masa Pandemi Syifa Almyra; M Subur Drajat
Bandung Conference Series: Public Relations Vol. 2 No. 1 (2022): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (149.28 KB) | DOI: 10.29313/bcspr.v2i1.1396

Abstract

Abstract. Since the outbreak of the corona virus outbreak, people are advised to stay at home and avoid traveling for anything that is not important. In times of crisis like this, Hotel X Purwakarta by Y has had a very significant impact, such as reduced visitor arrivals, reduced meeting activities at X Hotel and reduced employees. Seeing conditions that are very competitive every day it is increasingly difficult, so it requires a Public Relations in optimizing his duties. As well as assisting several activities that can attract customers' interest in the midst of a pandemic through social media. The purpose of this study was to determine the communication activities of X's hotel public relations through social media during the pandemic. The research methodology is qualitative with a case study approach. The paradigm used by Constructivism. Data collection techniques through online and offline interviews, field observations and documentation. The results of this study found that Public Relations communication activities by inviting journalists via Zoom Meeting, holding greetings with hotel guests and disseminating information via Instagram. Public Relations activities by providing free staycations to selected people or agencies (Influencers) and cross-marketing with several parties through tags on social media. The reason for using social media as a marketing strategy is because social media has the power to influence public opinion and create a positive/negative image of the parties it reports on and the great role of social media for the sustainability of an institution. Abstrak. Semenjak merebaknya wabah virus corona, masyarakat diimbau untuk tetap di rumah dan menghindari bepergian untuk sesuatu yang tidak penting. Pada saat kondisi krisis seperti ini, Hotel X Purwakarta by Y memperoleh dampak yang sangat signifikan seperti berkurangnya kedatangan pengunjung, kegiatan rapat yang sering dilaksanakan di Hotel X menjadi berkurang dan pengurangan karyawan. Melihat kondisi yang sangat kompetitif setiap harinya dirasa semakin sulit, sehingga memerlukan seorang Public Relations dalam mengoptimalisasikan tugasnya. Serta membantu beberapa aktivitas yang dapat menarik minat pelanggan ditengah pandemi melalui media sosial. Tujuan dari penelitian ini untuk mengetahui aktivitas komunikasi public relations hotel X melalui media social dimasa pandemic. Metodologi penelitian ini adalah Kualitatif dengan pendekatan studi kasus. Paradigma yang digunakan Konstruktivisme. Teknik pengumpulan data melalui wawancara online dan offline, observasi lapangan dan dokumentasi. Hasil penelitian ini ditemukan bahwa aktivitas komunikasi Public Relations dengan mengundang para wartawan via Zoom Meeting, mengadakan greeting dengan para tamu hotel serta penyebaran informasi melalui Instagram. Aktivitas Public Relations dengan memberikan staycation free kepada beberapa orang atau instansi yang terpilih (Influencer) serta melakukan cross market dengan beberapa pihak melalu Tag di media sosial. Alasan menggunakan media sosial sebagai strategi marketing karena media sosial memiliki kekuatan untuk mempengaruhi opini khalayak dan menimbulkan citra positif/negatif pihak-pihak yang diberitakannya dan peran media sosial yang besar bagi keberlangsungan suatu institusi.
Aktivitas Public Relations Perusahaan Happy Go Lucky dalam Program Priveecard: Penelitian dengan Metode Kualitatif dengan Pendekatan Studi Kasus Mengenai Aktivitas PR PT. Suara Sanara Juara pada Event Badan Peyelenggara Jaminan Sosial Ketenagakerjaan 2022 Aninda Rifayanti; M Subur Drajat
Bandung Conference Series: Public Relations Vol. 3 No. 2 (2023): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v3i2.9532

Abstract

Abstract. Public Relations (PR) plays an important role in carrying out planned and sustainable programs as part of organizational management and strives to maintain a good relationship between the company and customers. This study aims to analyze whether there are management activities and communication activities carried out by PR in the priveecard program at Happy Go Lucky House Bandung. This type of qualitative research uses case studies as a research method with the subject being studied is a team at Happy Go Lucky House Bandung. Data collection techniques are carried out in three ways, namely observation, interviews and written sources. Data reduction, data presentation and data veriļ¬cation are used to perform data analysis techniques. To test the validity of the data in this study, a triangulation test was carried out. Abstrak. Public Relations (PR) memegang peranan penting dalam menjalankan program yang terencana dan berkesinambungan sebagai bagian dari pengelolaan organisasi serta berupaya menjaga hubungan baik antara perusahaan dan pelanggan. Penelitian ini bertujuan untuk menganalisis adakah aktivitas manajemen dan aktivitas komunikasi yang dilakukan oleh PR dalam program private card di Happy Go Lucky House Bandung. Jenis penelitian kualitatif ini menggunakan metode penelitian studi kasus dengan subjek yang diteliti adalah tim di Happy Go Lucky House Bandung. Teknik pengumpulan data dilakukan dengan tiga cara yaitu observasi, wawancara dan sumber tertulis. Reduksi data, penyajian data dan verifikasi data digunakan untuk melakukan teknik analisis data. Untuk menguji keabsahan data dalam penelitian ini dilakukan uji triangulasi.
Co-Authors Aninda Rifayanti Muhammad Faisal Kusuma Yudha Rinalzi Reza Mochamad Zein Syifa Almyra