Strategi Marketing Public Relations PT. Shafira Pusat Riyal pada kegiatan persiapan haji

Salwa, Berliana Anjani Naela (2025) Strategi Marketing Public Relations PT. Shafira Pusat Riyal pada kegiatan persiapan haji. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Penelitian ini bertujuan untuk mengetahui strategi marketing public relations yang diterapkan di PT. Shafira Pusat Riyal pada kegiatan persiapan haji. Perusahaan ini hadir sebagai solusi atas kebutuhan pecahan kecil mata uang riyal bagi jamaah haji dan umroh. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teori bauran public relations PENCILS . Fokus penelitian mencakup empat elemen: publication and publicity, events, community involvement, dan lobbying. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi publication and publicity dilakukan melalui pembuatan brosur dan konten Whatsapp, events melalui keikutsertaan dalam manasik haji dan pendirian booth, community involvement dengan donasi hasil penjualan dan pakaian layak pakai, serta lobbying dengan pendekatan ke biro perjalanan dan Kementerian Agama. Strategi tersebut berhasil dalam membangun citra positif serta memperkuat kepercayaan publik terhdap perusahaan. This study aims to examine the marketing public relations (MPR) strategy implemented by PT. Shafira Pusat Riyal in the context of Hajj preparation activities. The company addresses the need for small denominations of the Saudi riyal, which is often difficult for Hajj and Umrah pilgrims to obtain. This research uses a qualitative descriptive approach and applies the PENCILS public relations mix theory. The study focuses on four elements: publication and publicity, events, community involvement, and lobbying. Data were collected through in-depth interviews, observation, and documentation. The findings show that publication & publicity strategies include distributing brochures and WhatsApp content, events involve participation in Hajj rehearsals and booth installations, community involvement is reflected through donations and clothing drives, while lobbying includes approaching travel agencies and coordinating with the Ministry of Religious Affairs. These strategies effectively build a positive image and strengthen public trust in the company.

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