Muhammad Aulia Nurrahman (2015) Strategi Marketing Public Relations The Sun Hotel Sidoarjo Pada Publik Konsumen. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Penelitian ini tentang strategi marketing public relations (MPR) The Sun Hotel Sidoarjo pada publik konsumennya. Penelitian di dalam ruang lingkup komunikasi pemasaran ini penting untuk diteliti karena setiap perusahaan jasa berorientasi profit pasti akan berinteraksi langsung dengan publik konsumennya dan jenis produk yang ditawarkan tidak berwujud atau intangible. Penelitian ini menggunakan pendekatan kualitatif tipe penlitian deskriptif dengan penggunaan metode studi kasus. Sasaran penelitian ini adalah Departemen Sales & Marketing The Sun Hotel Sidoarjo sebagai praktisi dari kegiatan strategi marketing public relations. Teknik pengumpulan data penelitian ini melalui in depth interview, observasi non partisipan, dan studi dokumentasi dengan unit analisis transkrip wawancara serta data-data yang dimiliki perusahan. Departemen Sales & Marketing The Sun Hotel Sidoarjo menerapkan push & pull strategy sebagaimana disampaikan McCABE (2009) tentang push & pull strategy. Terdapat karakteristik kegiatan dalam penerapan push & pull strategy oleh departemen sales & marketing The Sun Hotel Sidoarjo, yaitu employee empowerment dan experiential values. Translation: This study concern the strategy of marketing public relations (MPR) The Sun Hotel Sidoarjo on consumer public. Research within the scope of marketing communications is important to study because every profit-oriented service company certainly will interact directly with the consumer public and the type of products offered are intangible This study used a qualitative approach by using descriptive type and case studies method. The targets of this research is the Sales and Marketing Department of The Sun Hotel Sidoarjo as a practitioner marketing public relations activities. This research data collection techniques through in-depth interviews, non-participant observation, and study documentation with the unit of analysis of interview transcripts and data owned by the company. Sales & Marketing Department of The Sun Hotel Sidoarjo implements the push and pull strategies as presented McCabe (2009) on the push and pull strategies. There are characteristics of activities in the implementation of the push and pull strategy by the sales and marketing department of The Sun Hotel Sidoarjo, the employees empowerment and experiential values.

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