strategy marketing public relations melalui personal image sales promotion girl

Bahtiar, Bryan Selviana Saeful (2020) strategy marketing public relations melalui personal image sales promotion girl. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

PT Siloam Motor is one of the private companies engaged in the automotive sector, where the company runs the Public Relations Strategy Marketing in an effort to attract and retain customer interest through personal image sales promotion girl, this is because at this time many customers still prefer to use goods Japanese products, so PT Siloam Motor felt the need to make a breakthrough in this strategy through the personal image sales promotion girl as one of the ways of marketing that was felt capable of making a breakthrough for this company. The purpose of this research is to find out how PT Siloam Motor is doing Strategy Marketing Public Relations activities in the form of Pull Strategy, Push Strategy, Pass Startegy in attracting and maintaining customer interest. The concept used in this study consists of the concept of Three Ways Strategy proposed by Thomas L Harris. This concept was chosen because it is able to construct holistically about Strategy Marketing Public Relations through Personal Image Sales Promotion Girl. The paradigm used in this study is constructivism which aims to interpret the meanings expressed by informants that cannot be generalized. The approach used is a qualitative approach that aims to understand the phenomenon experienced by the research subject as a whole and thoroughly. The method used in this study is a case study, to determine the aspects of "how" and "why" in the Public Relations Strategy Marketing through personal image sales promotion girl. Data collection techniques used were in-depth interviews and passive participatory observation. The results showed that the Public Relations Strategy Marketing through the personal image sales promotion girl began with Pull Strategy where the stage strategy consisted of using prospects, presentations, social media ads, and motive excavation, then in Push Strategy with stages of media tours, test drives, delivery order, and follow-up, and finally the Pass Strategy, where the results from this stage begin with showroom events, carnival, car free day, and community.

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