STRATEGI MARKETING PUBLIC RELATIONS KERETA API CIREMAI PT. KERETA API INDONESIA (PERSERO).
ABSTRAK
Eka Kurniadi Ramdhan, 210110070098, Program Studi Ilmu Hubungan
Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Strategi
Marketing Public Relations kereta api “Ciremai” PT. Kereta Api Indonesia
(Persero), yang dibimbing oleh Dr. Evi Novianti, M.Si, sebagai pembimbing
utama dan Aat Ruchiat Nugraha, S.Sos., M.Si, sebagai pembimbing pendamping.
Penelitian ini bertujuan untuk mengetahui Strategi Marketing Public
Relations PT. Kereta Api Indonesia (Persero) dalam menumbuhkan brand
awareness kereta api “Ciremai”. Metode penelitian yang digunakan adalah
deskriptif kualitatif. Pengumpulan data dilakukan melalui wawancara mendalam,
observasi, dan kepustakaan. Penelitian dilaksanakan di kantor PT. Kereta Api
Indonesia (Persero) pusat, Jalan Perintis Kemerdekaan No.1 Bandung.
Hasil penelitian ini menunjukkan bahwa strategi Marketing Public
Relations yang dilakukan oleh PT. Kereta Api Indonesia (Persero) sudah baik
dilakukan sehingga memberikan hasil yang baik dalam menumbuhkan brand
awareness kereta api “Ciremai” berupa push strategy, pull strategy, dan pass
strategy.
Saran yang dapat peneliti sampaikan adalah strategi Marketing Public
Relations yang dilakukan bisa lebih bervariatif agar lebih mengenai sasaran yang
dituju. Selain itu, melihat dari keberhasilan strategi marketing public relations,
maka PT. Kereta Api Indonesia (Persero) menciptakan inovasi baru dalam
mengemas strategi marketing public relations untuk produk keretanya di tahuntahun berikutnya.
i
ABSTRACT
Eka Kurniadi Ramdhan, 210110070098, of Public Relations. Faculty of
Communication Science. Padjadjaran University. PT. Kereta Api Indonesia
(Persero) “Ciremai” Train Marketing Public Relations, under the guidance Dr.
Evi Novianti, M.Si, as the primary mentor and Aat Ruchiat Nugraha, S.Sos., M.Si,
as secondary mentor.
The purpose of this research is to know the PT. Kereta Api Indonesia
(Persero) Marketing public Relations Strategy to growing brand awareness of
"Ciremai" train. The method used is qualitative descriptive method. Data was
collected through deep interview, observation, and literature. Research conducted
in PT. Kereta Api Indonesia (Persero) head office at Jalan Perintis Kemerdekaan
No.1 Bandung.
The results showed that Marketing Public Relations Strategy that used by
PT.Kereta Api Indonesia (Persero) have been done well so giving the good result
in growing brand awareness toward "Ciremai" train such as pull, push, pass
strategy.
The researcher suggestion is marketing public relations strategy that used
can be more variation in order to get to make it more to intended target.
Moreover, viewed from the success of the marketing public relations strategy
then, PT.Kereta Api Indonesia (Persero) always invented new innovation in
packing marketing public relations for train product in the following years.
ii
Eka Kurniadi Ramdhan, 210110070098, Program Studi Ilmu Hubungan
Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Strategi
Marketing Public Relations kereta api “Ciremai” PT. Kereta Api Indonesia
(Persero), yang dibimbing oleh Dr. Evi Novianti, M.Si, sebagai pembimbing
utama dan Aat Ruchiat Nugraha, S.Sos., M.Si, sebagai pembimbing pendamping.
Penelitian ini bertujuan untuk mengetahui Strategi Marketing Public
Relations PT. Kereta Api Indonesia (Persero) dalam menumbuhkan brand
awareness kereta api “Ciremai”. Metode penelitian yang digunakan adalah
deskriptif kualitatif. Pengumpulan data dilakukan melalui wawancara mendalam,
observasi, dan kepustakaan. Penelitian dilaksanakan di kantor PT. Kereta Api
Indonesia (Persero) pusat, Jalan Perintis Kemerdekaan No.1 Bandung.
Hasil penelitian ini menunjukkan bahwa strategi Marketing Public
Relations yang dilakukan oleh PT. Kereta Api Indonesia (Persero) sudah baik
dilakukan sehingga memberikan hasil yang baik dalam menumbuhkan brand
awareness kereta api “Ciremai” berupa push strategy, pull strategy, dan pass
strategy.
Saran yang dapat peneliti sampaikan adalah strategi Marketing Public
Relations yang dilakukan bisa lebih bervariatif agar lebih mengenai sasaran yang
dituju. Selain itu, melihat dari keberhasilan strategi marketing public relations,
maka PT. Kereta Api Indonesia (Persero) menciptakan inovasi baru dalam
mengemas strategi marketing public relations untuk produk keretanya di tahuntahun berikutnya.
i
ABSTRACT
Eka Kurniadi Ramdhan, 210110070098, of Public Relations. Faculty of
Communication Science. Padjadjaran University. PT. Kereta Api Indonesia
(Persero) “Ciremai” Train Marketing Public Relations, under the guidance Dr.
Evi Novianti, M.Si, as the primary mentor and Aat Ruchiat Nugraha, S.Sos., M.Si,
as secondary mentor.
The purpose of this research is to know the PT. Kereta Api Indonesia
(Persero) Marketing public Relations Strategy to growing brand awareness of
"Ciremai" train. The method used is qualitative descriptive method. Data was
collected through deep interview, observation, and literature. Research conducted
in PT. Kereta Api Indonesia (Persero) head office at Jalan Perintis Kemerdekaan
No.1 Bandung.
The results showed that Marketing Public Relations Strategy that used by
PT.Kereta Api Indonesia (Persero) have been done well so giving the good result
in growing brand awareness toward "Ciremai" train such as pull, push, pass
strategy.
The researcher suggestion is marketing public relations strategy that used
can be more variation in order to get to make it more to intended target.
Moreover, viewed from the success of the marketing public relations strategy
then, PT.Kereta Api Indonesia (Persero) always invented new innovation in
packing marketing public relations for train product in the following years.
ii