Kegiatan Marketing Public Relation Marketplace Halalpedia dalam Membangun Kepercayaan Konsumen Berbelanja Syariah: (Studi Kasus pada Kegiatan Marketing Public Relations Marketplace Halalpedia) - Habibah Azzahro; Maman Suherman (UNISBA Press, 2023)
Abstract. Halalpedia Marketplace's marketing public relations activities aim to build consumer awareness of the products offered. The purpose of this study is to understand how the Halalpedia Marketplace's marketing public relations activities in building consumer trust in Sharia shopping. The research method in this study uses a qualitative case study approach using the theory of New Media, P.E.N.C.I.L.S. Public Relations Mix, and Whalen's 7 Steps. Data analysis will be carried out using data reduction analysis techniques, data presentation, and conclusions. The results of the study show that the Halalpedia Marketplace is interested in becoming a marketplace that raises the concept of Sharia shopping because technological advances make a halal lifestyle in Indonesia through digital lifestyle. The results of the study indicate that the efforts made by the Halalpedia Marketplace in building consumer trust in Sharia shopping are with marketing public relations activities, namely: Identity, Collaboration, Lobbying and Negotiation, Promotion and Publicity, News, Event, and Social Responbility. Halalpedia Marketplace marketing public relations publication activities are packaged with Sharia concepts in in packaging messages that based from Al-Quran or hadith on content in the form of videos, images, or shared messages. Halalpedia Marketplace overcomes barriers to marketing public relations activities in growing consumer awareness of the products offered through the stages of Analysis, Targeting, Evaluation, Reporting Results, and Application of Results. Abstrak. Kegiatan marketing public relations Marketplace Halalpedia bertujuan untuk membangun kesadaran konsumen pada produk yang ditawarkan. Tujuan penelitian ini untuk memahami bagaimana kegiatan marketing public relations Marketplace Halalpedia dalam membangun kepercayaan konsumen berbelanja Syariah. Metode penelitian dalam penelitian ini menggunakan metode kualitatif pendekatan studi kasus dengan menggunakan teori New Media, Bauran Public Relations P.E.N.C.I.L.S, dan Whalen’s 7 Step. Data analisa yang akan dilakukan dengan menggunakan teknik analisis reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Marketplace Halalpedia tertarik menjadi marketplace yang mengangkat konsep berbelanja Syariah karena kemajuan teknologi membentuk halal lifestyle di Indonesia melalui digital lifestyle. Usaha yang dilakukan Marketplace Halalpedia dalam membangun kepercayaan konsumen dalam berbelanja Syariah melalui kegiatan marketing public relations, yaitu: Identity, Collaboration, Lobbying and Negotiation, Promotion and Publicity, News, Event, dan Social Responbility. Kegiatan publikasi marketing public relations Marketplace Halalpedia dikemas dengan konsep Syariah berupa pesan yang berdalil dari Alquran atau hadits pada konten baik berupa video, gambar, ataupun pesan yang dibagikan. Marketplace Halalpedia mengatasi hambatan kegiatan marketing public relations dalam menumbuhkan kesadaran konsumen terhadap produk yang ditawarkan melalui tahapan Analisis, Target, Evaluasi, Melaporkan Hasil, dan Pengaplikasian Hasil. Kata Kunci— marketing public relations, Syariah marketing, new media, bauran public relations P.E.N.C.I.L.S, whalen’s 7 step