CD Skripsi

Strategi Marketing Public Relations Dalam Menjaga Loyalitas Pengunjung Di Mal Ska Pekanbaru

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ABSTRACT
Marketing Public Relations Strategy in Maintaining Visitor Loyalty at SKA Mall Pekanbaru
By : Putri Amelia
Advisor : Dr. Anuar Rasyid, S.Sos, M.I.Kom
MPR (Marketing Public Relations) plays a role in achieving organizational goals such as growing consumer awareness of the product being launched, building consumer awareness of the company's image or benefits (benefits) of the product being offered/used, encouraging enthusiasm through a sponsored article about the use and benefits of a product. MPR (Marketing Public Relations) within the company if associated with special event activities can increase sales, maintain customer loyalty and can create a positive image of the company and the products it represents in the greatest opportunity. This study aims to determine the MPR strategy in the Marketing Public Relations and Customer Care unit at SKA Mall Pekanbaru so as to maintain visitor loyalty.
This research was conducted at SKA Mall Pekanbaru Riau. The research concept used refers to the Marketing Public Relations concept put forward by Thomas L Harris regarding the three ways strategy. This study uses a descriptive qualitative research method with data collection techniques used are interviews, participant observation, and documentation. The data analysis techniques used in this study are data reduction, presentation, and conclusions as well as verification. For data development to obtain data validity, researchers used the method of extending participation and triangulation of data sources, namely Marketing Public Relations, Customer Care, and several loyal visitors to SKA Pekanbaru Mall.
The results of the study show that the Marketing Public Relations carried out by SKA Pekanbaru Mall in maintaining visitor loyalty is carried out by creating a SKA-Family Card membership program with a discount voucher program through a price discount program at several tenants, a discount voucher program that is promoted through print media, electronic, online media. Discount programs at several merchants, discount programs in the form of rewards for loyal members, complete mall concepts and facilities, excellent mutual communication. Member birthday award program through birthday celebration facilities and charity program. The results showed that the activity program was carried out as an effort to maintain visitor loyalty so that visitors remain loyal to Pekanbaru SKA Mall.
Keywords: Marketing Public Relations, Visitor Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1801112161

Penerbit

Pekanbaru : Universitas Riau - FISIP - Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1801112161

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

tethi

Versi lain/terkait

Lampiran Berkas

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