Strategi marketing Public Relations Grab melalui pembayaran OVO

Royan, Dhea Salsabila (2020) Strategi marketing Public Relations Grab melalui pembayaran OVO. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Strategi Marketing Public Relations di dalam sebuah perusahaan adalah aspek yang sangat penting yang harus ada dalam suatu perusahaan untuk menjadikan perusahaan tersebut berkembang dan dapat bersaing dengan kompetitor perusahaan lainnya. PT Grab Teknologi Indonesia merupakan sebuah perusahaan yang berkecimpung di dunia teknologi dengan memasarkan jasa-jasa perjalanan berupa ojek online, jasa antar barang dan makanan dan berbagai jenis jasa lainnya yang disajikan berupa sebuah aplikasi yang bisa diunduh di hampir semua smartphone dengan mengandalkan jaringan ionternet sebagai alat media untuk mengakses Grab. Penelitian ini bertujuan untuk mengetahui bagaimana Strategi Marketing Public Relations dalam menarik perhatian costumer dalam pembayarannya menggunakan OVO, mengetahui bagaimana Strategi Marketing Public Relations dalam mendorong minat costumer dalam pembayarannya menggunakan OVO, serta untuk mengetahui bagaimana Strategi Marketing Public Relations dalam menggiring opini publik yang beredar di masyarakat. Metode yang digunakan dalam penelitian ini adalah studi kasus kualitatif dengfan teknik pengumpulan data melalui wawancara mendalam kepada staf Grab yang bekerja dalam bidang Business Development dan Driver Grab sebagai informan. Pengumpulan data juga dikumpulkan melalui observasi partisipator pasif. Penelitian ini menggunakan konsep Three Ways Strategy ysng digagas oleh Phillip Kotler yaitu Push, Pull and Pass Strategy dengan hasil penelitian menunjukkan bahwa kegiatan yang dilakukan Marketing Public Relations Grab dalam menarik perhatian pengguna Grab yaitu dengan mengadakan event, memberikan potongan harga, kupon dan koin menarik yang bisa didapatkan setelah menggunakan Grab, dalam mendorong minat pennguna Grab yaitu dengan memasang iklan di media sosial, menggandeng public figure, dan memasang google adsense Youtube. Kegiatan yang dilakukan Marketing Public Relations Grab untuk menggiring opini publik yaitu dengan memberikan informasi yang benar terkait jasa yang Grab tawarkan di berbagai media sosial. ABSTRACT Dhea Salsabila Royan. Strategy Of Marketing Public Relations Grab in payer an use OVO. Strategyn of Marketing Public Relations in a company is a very important aspect that must exist in a company to make the company grow and be able to compete with other company competitors. PT Grab Teknologi Indonesia is a company engaged in the world of technology by marketing travel services in the form of an online motorcycle taxi, service between goods and food and various other types of services that are presented in the form of an application that can be downloaded on almost all smartphones by relying on the internet network as a tool media to access Grab. This study aims to find out how Public Relations Marketing Strategies in attracting the attention of customers in payments using OVO, knowing how Public Relations Marketing Strategies in encouraging customer interest in payments using OVO, and to find out how Public Relations Marketing Strategies in lead public opinion that develops in society.. The method used in this research is a qualitative case study with data collection techniques through in-depth interviews with Grab staff working in the field of Business Development and Driver Grab as informants. Data collection is also collected through passive participatory observation. This study uses the concept of Three Ways Strategy which was initiated by Phillip Kotler namely Push, Pull and Pass Strategy with the results of the study showing that the activities carried out by Grab for Pull Strategy are by holding events, providing various attractive promos and discounts that generate rewards and points After using OVO, the Push Strategy conducted by Grab is to promote Grab through social media such as Instagram, Twitter and Youtube. Grab's Pass Strategy is to lead public opinion by providing true information related to the services Grab offers on various social media as a means of disseminating information.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Strategi Marketing; Public Relations; Pull; Push; Pass ;Strategy
Subjects: Social Interaction, Interpersonal Relations > Communication
Social Interaction, Interpersonal Relations > Relations of Individual to Society
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Dhea Salsabila Royan
Date Deposited: 24 Sep 2020 06:02
Last Modified: 24 Sep 2020 08:25
URI: http://digilib.uinsgd.ac.id/id/eprint/33748

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