ABSTRAK

Noor Muhibah, D1C112405, 2019, Analisis Marketing Public Relations dalam Membangun Brand Image (Studi pada PT. Tirtakencana Tatawarna Banjarmasin). Dibimbing oleh Sri Astuty dan Noviana Sari.

Strategi Pemasaran Holistik yang dilakukan Public Relations Officer dalam pemasaran produk PT. Tirtakencana Tatawarna Banjarmasin sangat di perlukan untuk bisa membangun, mempertahankan, menjaga, serta meningkatkan brand image produk Avian yang selama ini  sudah dibangun oleh PT. Avia Avian sehingga diperlukan analisis keefektifan strategi yang sudah dijalankan untuk strategi pengembangan pemasaran selanjutnya .Tujuan dari penelitian ini adalah untuk menganalisa dan mendeskripsikan tentang kegiatan marketing public relations dalam membangun brand image pada PT. Tirtakencana Tatawarna Banjarmasin.

Peneliti menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data menggunakan wawancara dan dokumentasi, dan dianalisis menggunakan alat ukur dari tujuh alat dalam manajemen pemasaran.

Hasil penelitian menunjukkan bahwa PT. Tirtakencana Tatawarna Banjarmasin dalam membangun brand image cukup baik dengan menggunakan media sosial seperti facebook, instagram, aplikasi Avian Brand perusahaan dapat memberikan promosi terhadap produk dan kegiatan-kegiatan yang dilakukan oleh perusahaan sehingga merek Avian Brand memiliki respon yang baik oleh masyarakat terutama dari kegiatan sosial yang dilakukan dan beberapa review pengikut akun facebook dan kegiatan seperti customer gathering juga memberikan dampak yang besar dalam brand image perusahaan, karena dengan adanya kegiatan tersebut mampu menumbuhkan relasi yang kuat antara perusahaan dengan para agen/pemilik toko. Melalui berbagai kegiatan acara yang disajikan mampu menghibur  dan mengapresiasi kepada customer terhadap citra merek yang ingin dicapai dan feedback yang diharapkan yaitu peningkatan penjualan produk.

Kata Kunci: Public Relations, Marketing Public Relations, Brand Image

ABSTRACT

Muhibah,Noor, D1C112405, 2019, Marketing Analysis of Public Relations in Building a Brand Image (Study at the PT. Tirtakencana Tatawarna Banjarmasin). Supervised by Sri Astuty and Noviana Sari.

Holistic Marketing Strategy conducted by Public Relations Officer in product marketing of PT. The plan for the Banjarmasin color plan is very necessary to be able to build, maintain, maintain, and improve the brand image of Avian products that have been built by PT. Avia Avian so it is necessary to analyze the effectiveness of the strategies that have been implemented for the next marketing development strategy.The purpose of this study is to analyze and describe the marketing public relations activities in building a brand image at PT. Banjarmasin

The researcher used a qualitative descriptive method with data collection techniques using interviews and documentation, and analyzed using measuring instruments from seven tools in marketing management.

The results showed that PT. Banjarmasin Color Planning Plans in building a brand image is quite good by using social media Application Facebook, Instagram and Application Avian Brand Companies can provide promotion of products and activities carried out by the company so that the Avian Brand has a good response by the community, especially from social activities carried out and some Facebook account followers review and activities such as customer gathering also have a big impact on the company's brand image, because the existence of these activities is able to foster a strong relationship between the company and the agents / shop owners. Through a variety of event activities presented, it is able to entertain and appreciate customers for the brand image they want to achieve so that after the activity the expected feedback is with an increase in product sales.

Keywords: Public Relations, Marketing Public Relations, Brand Image