Strategi Marketing Public Relations Matoa sebagai pelopor jam tangan Kkayu Indonesia

Vegiantri, Metha (2019) Strategi Marketing Public Relations Matoa sebagai pelopor jam tangan Kkayu Indonesia. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Matoa Indonesia merupakan perusahaan yang bergerak pada bidang digital dengan menjual produk berupa jam tangan kayu stylish dengan material terbaik yang menghadirkan estetika melalui sentuhan alam dalam desain minimalis. Jam tangan Matoa merupakan produk asli lokal Bandung yang dibuat oleh pengrajin lokal yang ada di Bandung. Perusahaan ini telah berhasil menjadi pelopor adanya produk jam tangan kayu yang unik di Indonesia. Selama 7 tahun berdiri, Matoa berhasil menembus pasar internasional, seperti Asia, Eropa, dan Amerika Utara. Penelitian ini bertujuan untuk mengetahui tentang Strategi Marketing Public Relations Matoa Sebagai Pelopor Jam Tangan Kayu Indonesia. Secara lebih rinci tujuan penelitian ini adalah untuk mengetahui beberapa strategi marketing public relations Matoa dalam menarik minat konsumen, mendorong keberhasilan pemasaran dan menciptakan opini yang menguntungkan. Penelitian ini didasarkan pada asumsi sebuah konsep three ways strategy, yaitu pull strategy (strategi menarik), push strategy (strategi mendorong) dan pass strategy (strategi untuk membujuk). Penelitian ini menggunakan paradigma konstruktivisme dan pendekatan kualitatif, dengan metode penelitian yang digunakan adalah analisis deskriptif, dan teknik pengumpulan data melalui wawancara mendalam, observasi partisipasi pasif dan dokumentasi. Penelitian ini dilakukan melalui langkah-langkah: menentukan lokasi penelitian, menentukan metode penelitian, menentukan pemilihan informan, menentukan sumber dan jenis data, menentukan teknik pengumpulan data serta mengolah dan menganalisis data. Hasil penelitian menunjukan bahwa pull strategy dalam menarik minat konsumen, Matoa melakukan publikasi, advertising, key opinion leader (KOL) dan media promosi. Sedangkan, push strategy dalam mendorong keberhasilan pemasaran, Matoa melakukan product exhibition, Media Relations, House Journal, Buletin, Majalah, dan Live Event Music. Terakhir pass strategy dalam menciptakan opini yang menguntungkan, Matoa melakukan Program 1000 pohon, Kerjasama dengan WWF, Kerjasama dengan Dinas Pariwisata dan Kerjasama dengan Pengrajin Lokal. ENGLISH : Matoa Indonesia is a company engaged in the digital field by selling products in the form of stylish wooden watches with the best materials that present aesthetics through a touch of nature in a minimalist design. Matoa watches are local authentic Bandung products made by local craftsmen in Bandung. This company has succeeded in becoming a pioneer of unique wood watch products in Indonesia. During its 7 years of existence, Matoa has managed to penetrate international markets, such as Asia, Europe and North America. This study aims to find out about the Marketing Public Relations Strategy from Matoa as Pioner of Wooden Watches Indonesia. In more detail, the purpose of this study was to find out some of Matoa's marketing public relations strategies in attracting consumer interest, driving marketing success and creating favorable opinions. This research is based on the assumption of a concept of three ways strategy, namely pull strategy (interesting strategy), push strategy (push strategy) and pass strategy (strategy to persuade). This study uses a constructivist paradigm and qualitative approach, with the research method used is descriptive qualitative analysis, and data collection techniques through in-depth interviews, passive participation observation, and documentation. This research was carried out through steps: determining the location of the study, determining the research method, determining the selection of informants, determining the source and type of data, determining the data collection techniques and processing and analyzing data. The results showed that pull strategy in attracting consumer interest, Matoa made publications, advertising, key opinion leaders (KOL) and media promotion. Meanwhile, push strategy in encouraging marketing success Matoa does Product exhibition, Media Relations, House Journal, Newsletters, Magazines, and Live Event Music. Last, pass strategy in creating favorable opinions, Matoa conducted a 1000 tree program, Cooperation with WWF, Cooperation with the Tourism Office and Cooperation with Local Craftsmen.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: marketing public relations; jam tangan kayu; Matoa
Subjects: Social Interaction, Interpersonal Relations > Communication
General Management > Sales Management
General Management > Sales Promotion
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Metha Vegiantri
Date Deposited: 25 Feb 2020 06:18
Last Modified: 25 Feb 2020 06:18
URI: http://digilib.uinsgd.ac.id/id/eprint/29751

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