Strategi Marketing Public Relations Brand Miracle Mates

Buwono, Ardiansyah Rafli (2025) Strategi Marketing Public Relations Brand Miracle Mates. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Marketing Public Relations merupakan kombinasi antara Marketing dan Public Relations melalui serangkaian proses untuk mencapai sebuah tujuan perusahaan. Marketing Public Relations berkembang pesat dan diterapkan pada berbagai macam perusahaan, termasuk brand Miracle Mates. Miracle Mates sebuah perusahaan yang bergerak di industri fesyen berhasil membangun citra positif dan menarik perhatian konsumen, dengan menjangkau lebih banyak konsumen dan menjalin hubungan dengan berbagai pemangku kepentingan melalui penerapan strategi marketing public relations, seperti meningkatkan kepuasan konsumen, meningkatkan citra positif serta peningkatan kinerja pemasaran digital. Penelitian ini bertujuan untuk mengetahui Strategi Marketing Public Relations pada brand Miracle Mates, sebagai perusahaan yang bergerak di industri fesyen, melalui teori P.E.N.C.I.L.S yang ditemukan oleh Thomas L. Harris. Konsep ini terdiri dari tujuh strategi yaitu Publications, Event, News, Community involvement, Inform of Image, Lobbying and Negotiating, Social responcibility. Penelitian ini menggunakan metode deskriptif kualitatif yang mendeskripsikan secara rinci dengan mengumpulkan data melalui wawancara mendalam, observasi parsitipatif pasif dan dokumentasi. Hasil penelitian ini menjelaskan bahwa Miracle Mates sebagai perusahaan yang bergerak di industri fesyen, melakukan strategi Marketing Public Relations dengan teori P.E.N.C.I.L.S melalui tujuh strategi yang digunakan meliputi: (1) Publications berfokus pada pemanfaatan media sosial internal dan eksternal, (2) Event berfokus pada momentum dan relevansi, (3) News berfokus pada penyebaran berita melalui website pribadi, (4) Community involvement melalui sponsor/dukungan dana dan produksi konten musisi, (5) Inform of Image berfokus pada pengenalan logo dan desain produk, (6) Lobbying and negotiating berfokus pada membangun hubungan personal dan brainstorming melalui hubungan yang baik, (7) Social responcibility berfokus pada tanggung jawab internal dan eksternal melalui kegiatan sosial. ENGLISH: Marketing Public Relations is a combination of Marketing and Public Relations through a series of processes to achieve a company's objectives. Marketing Public Relations has grown rapidly and is applied in various companies, including the Miracle Mates brand. Miracle Mates, a company engaged in the fashion industry, has successfully built a positive image and attracted consumer attention by reaching more consumers and fostering relationships with various stakeholders through the implementation of marketing public relations strategies, such as improving customer satisfaction, enhancing positive brand image, and boosting digital marketing performance. This study aims to determine the Marketing Public Relations Strategy of the Miracle Mates brand, as a company operating in the fashion industry, through Thomas L. Harris's P.E.N.C.I.L.S. theory. This concept consists of seven strategies: Publications, Events, News, Community involvement, Inform of Image, Lobbying and Negotiating, and Social Responsibility. This research employs a qualitative descriptive method that describes in detail by collecting data through, in deep interview, passive participant observation,and documentation. The findings of this study explain that Miracle Mates, as a company operating in the fashion industry, implements its Marketing Public Relations strategy using the P.E.N.C.I.L.S. theory through seven applied strategies: (1) Publications focus on utilizing internal and external social media; (2) Events focus on momentum and relevance; (3) News focuses on news dissemination through the personal website; (4) Community involvement through sponsorship/funding support and musician content production; (5) Inform of Image focuses on logo recognition and product design; (6) Lobbying and Negotiating focuses on building personal relationships and brainstorming through good rapport; (7) Social Responsibility focuses on internal and external responsibility through social activities.

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