PROSES PULL STRATEGY MARKETING PUBLIC RELATIONS JASARAHARJA PUTERA ASURANSI MUDIK LEBARAN (JP-AMAN).
ABSTRAK
Vinny Rahmi Oktaviola, 210110110273, Program Studi Ilmu Hubungan
Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Judul Skripsi
“Proses Pull Strategy JP-AMAN Oleh Humas PT. Jasaraharja Putera Untuk
Meningkatkan Brand Awareness”, Pembimbing utama Dr. Evi Novianti, M.Si dan
pembimbing pendamping Dra. Hj. Kokom Komariah, M.Si.
Tujuan penelitian untuk mengetahui analisis situasi, perencanaan pull strategy,
implementasi pull strategy ,serta hasil dan evaluasi proses pull strategy JPAMAN oleh Humas PT. Jasaraharja Putera untuk meningkatkan brand
awareness. Metode yang digunakan adalah deskriptif. Teknik pengumpulan data
yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka.
Sumber data terdiri dari: data primer dan data sekunder. Penelitian ini
dilaksanakan di Kantor Pusat PT. Jasaraharja Putera, Jl. TB. Simatupang Kav.1,
Jakarta Selatan.
Berdasarkan hasil penelitian, tahapan analisis situasi dilakukan dengan
menganalisis pasar dan opini publik. Pada tahapan perencanaan humas
menentukan objective yakni JP-AMAN mampu mendapat tempat di kalangan
masyarakat maka dipilih lah pull strategy karena membutuhkan strategi yang
langsung menyentuh end users. Pada tahap implementasi ada 6 taktik dari pull
strategy yang dilaksanakan yakni : (1) Promosi, (2) Personal Touch, (3) Media
Komunikasi, Media Masa, Press Relations, (4) Periklanan, (5) Event, (6)
Relationship Marketing. Tahap akhir yakni mengetahui sejauh mana hasil
pencapaian dan evaluasi program melalui (1) Brand Health Index, (2) Media
Monitoring, (3) Survey Pihak Ketiga
Simpulan dari penelitian ini adalah PT. Jasaraharja Putera sudah mampu
meningkatkan brand awareness JP-AMAN melalui proses pull strategy melalui
tahapan analisis pasar dan analisis publik berlanjut pada perencanaan hingga
menentukan pull strategy sebagai strategi MPR untuk meningkatkan brand
awareness. Hasil dari 6 taktik yang dilaksanakan sudah sedikit mencapai target.
Agar lebih baik kedepannya evaluasi dilaksanakan secara berkala.Saran pada
penelitian ini analisis situasi yang dilakukan lebih rutin agar perkembangan brand
awareness JP-AMAN dapat terpantau dengan baik. Selanjutnya pada tahap
perencanaan perlu ditingkatkan lagi pendekatan kesadaran masyarakat. Pada tahap
implementasi kegiatan media relations untuk produk JP-AMAN sebaiknya lebih
ditingkatkan dan programatik. Untuk evaluasi sebaiknya menambahkan evaluasi
perencanaan dan evaluasi dampak JP-AMAN.
Kata Kunci : Strategi, Humas Pemasaran, Strategi Pull, Kesadaran Merek
ABSTRACT
Vinny Rahmi Oktaviola, 210110110273, Public Relations Department, Faculty of
Communication Science, Padjadjaran University. “JP-AMAN Pull Strategy
Process by Public Relations of PT. Jasa Raharja Putera to Raise Brand
Awareness” with Dr. Evi Novianti, M.Si as the Prime Counselor and Dra. Hj.
Kokom Komariah, M.Si as the Second Counselor.
The research aimed to find out situation analysis, pull strategy planning, pull
strategy implementation, also the result and evaluation step of JP-AMAN Pull
Strategy by Public Relations of PT. Jasa Raharja Putera in raising its brand
awareness. This research used descriptive method with in-depth interview,
observation and literature study as the collective data techniques. This research
took place at Head Office of PT. Jasa Raharja Putera, Jl. TB. Simatupang Kv. 1,
Jakarta Selatan.
Based on the result, situation analysis step was done by analysing the market and
public opinion. While at the planning step, public relations team set its objective
that JP-AMAN could get public attention and so did they choose pull strategy,
because it needed a direct strategy for the end users. At the implementation step,
there was 6 tactics of its pull strategy which consist of: (1) Promotion, (2)
Personal Touch, (3) Communication Media, Mass Media, Press Relations, (4)
Advertising, (5) Event, (6) Marketing Relationship. The final step was done by
finding out how the result was and evaluating the program through: (1) Brand
Health Index, (2) Media Monitoring, (3) Third-party survey.
Researcher took a conclusion that PT. Jasa Raharja Putera has been success in
raising JP-AMAN brand awareness through its pull strategy process that consists
of market and public analysis step, planning step, until designing pull strategy as
its MPR strategy to raise brand awareness. The result of those 6 tactics above has
achieved some targets, but to make it better public relations team should do the
evaluation simultaneously.Suggestions from this research are, first, doing
situation analysis more rapidly so the company could watch JP-AMAN brand
awareness and make sure that it’s growing well. Second, planning step should be
enhanced by focusing on public awareness approach. Third, at the
implementation step, media relations activity should be enhanced too regarding
JP-AMAN product and it would be better if the officers make a structural
program. Last but not least, at the evaluation step, planning evaluation and
impact evaluation should be added.
Keywords: Strategy, Marketing Public Relations, Pull Strategy, Brand Awareness
Vinny Rahmi Oktaviola, 210110110273, Program Studi Ilmu Hubungan
Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Judul Skripsi
“Proses Pull Strategy JP-AMAN Oleh Humas PT. Jasaraharja Putera Untuk
Meningkatkan Brand Awareness”, Pembimbing utama Dr. Evi Novianti, M.Si dan
pembimbing pendamping Dra. Hj. Kokom Komariah, M.Si.
Tujuan penelitian untuk mengetahui analisis situasi, perencanaan pull strategy,
implementasi pull strategy ,serta hasil dan evaluasi proses pull strategy JPAMAN oleh Humas PT. Jasaraharja Putera untuk meningkatkan brand
awareness. Metode yang digunakan adalah deskriptif. Teknik pengumpulan data
yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka.
Sumber data terdiri dari: data primer dan data sekunder. Penelitian ini
dilaksanakan di Kantor Pusat PT. Jasaraharja Putera, Jl. TB. Simatupang Kav.1,
Jakarta Selatan.
Berdasarkan hasil penelitian, tahapan analisis situasi dilakukan dengan
menganalisis pasar dan opini publik. Pada tahapan perencanaan humas
menentukan objective yakni JP-AMAN mampu mendapat tempat di kalangan
masyarakat maka dipilih lah pull strategy karena membutuhkan strategi yang
langsung menyentuh end users. Pada tahap implementasi ada 6 taktik dari pull
strategy yang dilaksanakan yakni : (1) Promosi, (2) Personal Touch, (3) Media
Komunikasi, Media Masa, Press Relations, (4) Periklanan, (5) Event, (6)
Relationship Marketing. Tahap akhir yakni mengetahui sejauh mana hasil
pencapaian dan evaluasi program melalui (1) Brand Health Index, (2) Media
Monitoring, (3) Survey Pihak Ketiga
Simpulan dari penelitian ini adalah PT. Jasaraharja Putera sudah mampu
meningkatkan brand awareness JP-AMAN melalui proses pull strategy melalui
tahapan analisis pasar dan analisis publik berlanjut pada perencanaan hingga
menentukan pull strategy sebagai strategi MPR untuk meningkatkan brand
awareness. Hasil dari 6 taktik yang dilaksanakan sudah sedikit mencapai target.
Agar lebih baik kedepannya evaluasi dilaksanakan secara berkala.Saran pada
penelitian ini analisis situasi yang dilakukan lebih rutin agar perkembangan brand
awareness JP-AMAN dapat terpantau dengan baik. Selanjutnya pada tahap
perencanaan perlu ditingkatkan lagi pendekatan kesadaran masyarakat. Pada tahap
implementasi kegiatan media relations untuk produk JP-AMAN sebaiknya lebih
ditingkatkan dan programatik. Untuk evaluasi sebaiknya menambahkan evaluasi
perencanaan dan evaluasi dampak JP-AMAN.
Kata Kunci : Strategi, Humas Pemasaran, Strategi Pull, Kesadaran Merek
ABSTRACT
Vinny Rahmi Oktaviola, 210110110273, Public Relations Department, Faculty of
Communication Science, Padjadjaran University. “JP-AMAN Pull Strategy
Process by Public Relations of PT. Jasa Raharja Putera to Raise Brand
Awareness” with Dr. Evi Novianti, M.Si as the Prime Counselor and Dra. Hj.
Kokom Komariah, M.Si as the Second Counselor.
The research aimed to find out situation analysis, pull strategy planning, pull
strategy implementation, also the result and evaluation step of JP-AMAN Pull
Strategy by Public Relations of PT. Jasa Raharja Putera in raising its brand
awareness. This research used descriptive method with in-depth interview,
observation and literature study as the collective data techniques. This research
took place at Head Office of PT. Jasa Raharja Putera, Jl. TB. Simatupang Kv. 1,
Jakarta Selatan.
Based on the result, situation analysis step was done by analysing the market and
public opinion. While at the planning step, public relations team set its objective
that JP-AMAN could get public attention and so did they choose pull strategy,
because it needed a direct strategy for the end users. At the implementation step,
there was 6 tactics of its pull strategy which consist of: (1) Promotion, (2)
Personal Touch, (3) Communication Media, Mass Media, Press Relations, (4)
Advertising, (5) Event, (6) Marketing Relationship. The final step was done by
finding out how the result was and evaluating the program through: (1) Brand
Health Index, (2) Media Monitoring, (3) Third-party survey.
Researcher took a conclusion that PT. Jasa Raharja Putera has been success in
raising JP-AMAN brand awareness through its pull strategy process that consists
of market and public analysis step, planning step, until designing pull strategy as
its MPR strategy to raise brand awareness. The result of those 6 tactics above has
achieved some targets, but to make it better public relations team should do the
evaluation simultaneously.Suggestions from this research are, first, doing
situation analysis more rapidly so the company could watch JP-AMAN brand
awareness and make sure that it’s growing well. Second, planning step should be
enhanced by focusing on public awareness approach. Third, at the
implementation step, media relations activity should be enhanced too regarding
JP-AMAN product and it would be better if the officers make a structural
program. Last but not least, at the evaluation step, planning evaluation and
impact evaluation should be added.
Keywords: Strategy, Marketing Public Relations, Pull Strategy, Brand Awareness