STRATEGI PUSH PULL PASS ASIAPR DALAM MENDAPATKAN KLIEN.
ABSTRAK
Ribka Dahlia, NPM 210110110640. Judul skripsi “Strategi Pull, Push,
dan Pass AsiaPR dalam Mendapatkan Klien”, dengan pembimbing utama Drs.
H. Wawan Setiawan, M.I.Kom dan pembimbing pendamping Dr. Evi Novianti,
S.Sos.,M.Si.
Program Studi Ilmu Hubungan Masyarakat, Fakultas Ilmu
Komunikasi, Universitas Padjadjaran.
Penelitian ini bertujuan adalah untuk mengetahui strategi push, pull and pass
yang dilakukan oleh AsiaPR melalui business development, research and
monitoring, content division dalam mendapatkan klien.
Metode yang digunakan adalah deskriptif kualitatif. Data dikumpulkan
melalui wawancara mendalam, observasi, dan kepustakaan. Sumber data terdiri
dari : data primer, data sekunder dan informan. Penelitian ini dilaksanakan di
kantor AsiaPR, yang berada di Jalan Panglima Polim IV/17 KebayoranBaru,
Jakarta Selatan.
Berdasarkan hasil penelitian menunjukkan pada umumnya perusahaan
telah melakukan strategi push, pull dan pass dalam mendapatkan klien.
Kesimpulan dari penelitian ini adalah bahwa strategi push dilakukan dengan trade
show, lobby khusus dan publikasi. Strategi pull dilakukan dengan inovasi produk
pelayanan jasa, special event, survey dan riset. Sedangkan strategi pass yang
dilakukan dengan charity in community, national sponsorship, dan local
sponsorship.
i
ABSTRACT
Ribka Dahlia, NPM 210 110 110 640. The title is "The Pull, Push and
Pass Strategy of AsiaPR To Get The Client ",.Drs. H. WawanSetiawan, M.I.Kom
as a main-advisor and .Dr.EviNovianti, S.Sos.,M.Sc as a co-advisor. The Study of
Public Relations Program, Faculty of Communication Sciences, University of
Padjadjaran.
The purpose of the Research is to know the Push, Pull and Pass Strategy
that held by Asia PR through business development, research and monitoring,
content division in getting the client.
The method that used by author is Qualitative Descriptive. The data is
collected by intensive interview, observation and study of literature. The Data
Source is consist of Primary Data, Secondary Data and the Informant. This
Research held in AsiaPR office at Panglima Polim Road IV/17, Kebayoran Baru,
South Jakarta.
Based on The Research Result shows that Pull, Push and Pass Strategy is
commonly used by corporate in getting the client. The conclusion of this research
is that the push strategy applied by making trade show, special lobby and
publication. The pull strategy applied by making service product innovation,
special event, survey and research. And the pass strategy apllied by making
charity in community, charity in community, national sponsorship and local
sponsorship.
.
ii
Ribka Dahlia, NPM 210110110640. Judul skripsi “Strategi Pull, Push,
dan Pass AsiaPR dalam Mendapatkan Klien”, dengan pembimbing utama Drs.
H. Wawan Setiawan, M.I.Kom dan pembimbing pendamping Dr. Evi Novianti,
S.Sos.,M.Si.
Program Studi Ilmu Hubungan Masyarakat, Fakultas Ilmu
Komunikasi, Universitas Padjadjaran.
Penelitian ini bertujuan adalah untuk mengetahui strategi push, pull and pass
yang dilakukan oleh AsiaPR melalui business development, research and
monitoring, content division dalam mendapatkan klien.
Metode yang digunakan adalah deskriptif kualitatif. Data dikumpulkan
melalui wawancara mendalam, observasi, dan kepustakaan. Sumber data terdiri
dari : data primer, data sekunder dan informan. Penelitian ini dilaksanakan di
kantor AsiaPR, yang berada di Jalan Panglima Polim IV/17 KebayoranBaru,
Jakarta Selatan.
Berdasarkan hasil penelitian menunjukkan pada umumnya perusahaan
telah melakukan strategi push, pull dan pass dalam mendapatkan klien.
Kesimpulan dari penelitian ini adalah bahwa strategi push dilakukan dengan trade
show, lobby khusus dan publikasi. Strategi pull dilakukan dengan inovasi produk
pelayanan jasa, special event, survey dan riset. Sedangkan strategi pass yang
dilakukan dengan charity in community, national sponsorship, dan local
sponsorship.
i
ABSTRACT
Ribka Dahlia, NPM 210 110 110 640. The title is "The Pull, Push and
Pass Strategy of AsiaPR To Get The Client ",.Drs. H. WawanSetiawan, M.I.Kom
as a main-advisor and .Dr.EviNovianti, S.Sos.,M.Sc as a co-advisor. The Study of
Public Relations Program, Faculty of Communication Sciences, University of
Padjadjaran.
The purpose of the Research is to know the Push, Pull and Pass Strategy
that held by Asia PR through business development, research and monitoring,
content division in getting the client.
The method that used by author is Qualitative Descriptive. The data is
collected by intensive interview, observation and study of literature. The Data
Source is consist of Primary Data, Secondary Data and the Informant. This
Research held in AsiaPR office at Panglima Polim Road IV/17, Kebayoran Baru,
South Jakarta.
Based on The Research Result shows that Pull, Push and Pass Strategy is
commonly used by corporate in getting the client. The conclusion of this research
is that the push strategy applied by making trade show, special lobby and
publication. The pull strategy applied by making service product innovation,
special event, survey and research. And the pass strategy apllied by making
charity in community, charity in community, national sponsorship and local
sponsorship.
.
ii