Hasil Pencarian  ::  Simpan CSV :: Kembali

"ABSTRAKMakalah ini membahas mengenai promosi pariwisata Selandia Baru di Indonesia pada tahun 2017 menggunakan strategi Marketing Public Relations MPR . Upaya pariwisata Selandia Baru dalam mengangkat keindahan alam dan petualangannya diaplikasikan melalui berbagai bentuk strategi MPR dan diimplementasikan menggunakan tools MPR seperti publikasi, press conference, tourism advocate, dan lainnya. Pada tahun 2017, pariwisata Selandia Baru memberikan promosi kepada adventure traveller di Indonesia dengan berbagai paket perjalanan yang memenuhi keinginan untuk berpetualang dengan biaya yang cukup terjangkau. Makalah ini menganalisis tiga strategi MPR yang dilakukan yaitu strategi push, pull, dan pass. Tujuan dari penulisan makalah ini adalah untuk menganalisis masing-masing strategi MPR yang dilakukan oleh pariwisata Selandia Baru sebagai upaya untuk promosi destinasi pariwisata yang ramah bagi adventure traveller dari Indonesia. Hasil dari analisis makalah ini adalah bahwa promosi yang dilakukan pariwisata Selandia Baru menggunakan strategi push, pull, dan pass Marketing Public Relations MPR dengan tools special events serta publikasi terbilang berhasil menarik perhatian target khalayak yaitu adventure traveller di Indonesia untuk berkunjung ke Selandia Baru.

---

ABSTRACTThis paper discusses the promotion of New Zealand tourism in Indonesia for 2017 using the strategy of Marketing Public Relations MPR . Tourism New Zealand efforts in lifting natural beauty and adventure that applied through various forms of MPR strategies and implemented using MPR tools such as publications, press conferences, tourism advocates, and others. In 2017, Tourism New Zealand provides promotions to adventure travelers in Indonesia with various travel packages that meet the desire to adventure with reasonable cost. This paper analyzes the three MPR strategies, namely push, pull and pass strategy. The purpose of this paper is to analyze each MPR strategy undertaken by Tourism New Zealand as an effort to promote tourism friendly destinations for adventure travelers from Indonesia. The analysis result of this paper is that the promotion of Tourism New Zealand using the strategy of push, pull, and pass Marketing Public Relations MPR with special tools like special events and publications that spelled out to attract the target audience of adventure travelers in Indonesia to visit New Zealand."

"ABSTRAKInformasi bersifat esensial dalam industri pariwisata. Distribusi informasi melalui medium yang kredibel dapat membangun reputasi dan membentuk citra positif atas sebuah destinasi pariwisata. Seiring dengan berkembangnya ilmu hubungan masyarakat PR , beberapa teknik telah diterapkan oleh praktisi dalam rangka membangun reputasi tersebut, yaitu melalui strategi nation branding. Makalah ini membahas teknik yang seringkali digunakan oleh praktisi PR dalam industri pariwisata, yaitu strategi nation branding. Dalam pembentukan nation brand, penting bagi negara untuk terlebih dahulu mengetahui persepsi yang dimiliki masyarakat baik dalam negeri mau pun luar terhadap negara tersebut. Selain itu pembentukan nation branding juga harus didukung dengan kegiatan promosi. Studi banding antara Romania dan Selandia Baru menemukan bahwa distribusi informasi dengan menggunakan media interaktif merupakan cara terbaik untuk meningkatkan kredibilitas informasi.

---

ABSTRACTInformation is essential in tourism industry. Distribution of information through a credible medium is important to build destination rsquo s reputation and image. Along with the development of public relations study, various techniques has been implemented by the practitioners to build tourism destination rsquo s reputation, one of which is nation branding strategy. This article describes techniques that often used by PR practitioners in tourism industry, the nation branding strategy. In creating one rsquo s own nation brand, it is important for a country to understand the target audience rsquo s current perception towards the country. Promotion strategy is also needed to support nation branding whereas through this comparative study the usage of interactive media is proved to be the most effective and credible way to distribute tourism related information to the target audience. "

"ABSTRAKDestinasi wisata dapat dikembangkan melalui berbagai cara, salah satunya adalah dengan mengoptimalkan tools hubungan masyarakat melalui Marketing Public Relations. Jember Fashion Carnaval JFC merupakan contoh dari program Marketing Public Relations dalam kategori event tourism yang merupakan cara efektif dalam mempromosikan suatu destinasi wisata. Program MPR bila dilakukan secara optimal, terbukti mampu membentuk reputasi yang baik bagi Jember. Kegiatan JFC unik dan mudah diingat khalayak sehingga menjadi jujukan wisata bagi wisatawan lokal maupun mancanegara. Pembentukan reputasi yang baik bagi Jember melalui JFC sebagai destinasi wisata nyatanya mampu meningkatkan jumlah wisatawan untuk berkunjung ke Jember sehingga dapat meningkatkan kinerja sektor lainnya seperti ekonomi, transportasi, dan sumber daya manusia.Kata Kunci: Destinasi wisata; event tourism; JFC; marketing public relations; promosi; reputasi.ABSTRACTTourism destination can be developed through different ways, public relations through Marketing Public Relations become one promising option. Jember Fashion Carnaval JFC is an example of Marketing Public Relations program that being categorized in event tourism. It is an effective way to promote tourism destination. This optimum Public Relations method could form an unique and remarkable branding for Kabupaten Jember so that it become popular tourism destination for traveler to be visited. In fact, Jember rsquo s good reputation that is formed through JFC could boost numbers of visitor that came to Jember. As the result, other industries such as economic, transportation, and human resources could advance and become stronger.Keywords Travel destination event tourism JFC marketing public relations promotion reputation. "

"Tugas Karya Akhri ini dibuat untuk mengatasi permasalahan yang dimiliki oleh Perkampungan Budaya Betawi Setu Babakan sehubungan dengan terjadinya Pandemi Covid-19 yang membuat kegiatan di Desa Wisata Perkampungan Budaya Betawi Setu Babakan sementara ditiadakan dan terjadi keterbatasan sumber daya manusia dalam membuat aktivasi promosi dan kegiatan lainnya. Tujuan utama dari serangkaian strategi komunikasi yang dibuat adalah untuk memasarkan Desa Wisata Perkampungan Budaya Betawi Setu Babakan. Dengan melaksanakan strategi humas pemasaran dan pembuatan wisata berbasis pengalaman. Program ini dijalankan dengan metode utama yaitu pembuatan special event yang didukung dengan penguatan hubungan eksternal dan kegiatan promosi. Strategi ini bernama “Nimbrung Girang” berupa festival budaya Betawi yang memberikan kesempatan pada pengunjung untuk membenamkan diri pada pengalaman di destinasi wisata. Pesan kunci dari strategi Humas pemasaran ini adalah Pengalaman Baru dan Seru di Desa Wisata Perkampungan Budaya Betawi Setu Babakan. Program yang dibuat memiliki tiga garis besar, yaitu Memperkuat Kolaborasi dengan Pelaku Wisata, Seniman betawi dan target komunitas lainnya, Memperkuat promosi melalui media sosial dan umbul-umbul, dan membuat Special Event “Nimbrung Girang”. Rangkaian strategi dilaksanakan pada bulan Juni - Desember 2022. Total biaya anggaran adalah Rp791.009.900,00.

---

The task of this Final Work was created to overcome the problems that the Perkampungan Budaya Betawi Setu Babakan has in connection with the Covid-19 pandemic which has caused activities in the Perkampungan Budaya Betawi Setu Babakan to be temporarily suspended and there are limited human resources in making promotional activations and other activities. The main purpose of a series of communication strategies made is to market the Perkampungan Budaya Betawi Setu Babakan. By implementing a marketing public relations strategy and making experience-based tours. This program is carried out using the main method, namely making special events supported by strengthening external relations and promotional activities. This strategy is called "Nimbrung Girang" in the form of a Betawi cultural festival that provides an opportunity for visitors to immerse themselves in the experience of a tourist destination. The key message from this marketing PR strategy is New and Exciting Experiences in the Perkampungan Budaya Betawi Setu Babakan. The program has three main lines, namely Strengthening Collaboration with Tourism Actors, Betawi Artists and other community targets, Strengthening promotions through social media and banners, and creating a "Nimbrung Girang" Special Event. The series of strategies will be implemented in June - December 2022. The total budget cost is IDR 791,009,900.00."

"Makalah ini merupakan studi tentang penerapan strategi Marketing Public Relations (MPR) PT Trinusa Travelindo (atau bisa dikenal dengan merek dagang “Traveloka”) dalam meningkatkan brand awareness produk terbarunya, “Traveloka Xperience". Persaingan yang ketat dalam bisnis online travel agent menuntut perusahaan melakukan inovasi melalui berbagai strategi, khususnya dalam hal marketing. Strategi marketing tersebut diterapkan Traveloka melalui aktivitas MPR sebagai upaya menciptakan kesadaran masyarakat. MPR merupakan salah satu strategi yang dilakukan oleh PR dalam mendukung kegiatan marketing sebuah perusahaan untuk meningkatkan pangsa pasar dan reputasi sebuah perusahaan. Makalah ini akan membahas hal tersebut melalui model pendekatan yang dikemukakan oleh Thomas L. Harris, antara lain Publicity, Event, News, Community Involvement, Inform to Image, Lobbying and Negotiation, serta Social Responsibility (P.E.N.C.I.L.S). Berdasarkan hasil peninjauan, strategi MPR yang diterapkan Traveloka dalam mempromosikan Traveloka Xperience mampu meningkatkan kesadaran masyarakat. Dalam proses meningkatkan brand awareness terhadap Traveloka Xperience, seluruh strategi MPR berpengaruh dalam meningkatkan brand awareness. Berdasarkan konsep tools MPR yang dikemukakan oleh Philip Kottler, Traveloka hanya menjalankan empat tools yang terbentuk hubungan kontinuitas antara PT Traveloka dengan pelanggan.

---

This paper is a study on the implementation of the Marketing Public Relations (MPR) strategy of PT Trinusa Travelindo (or known as the trademark “Traveloka”) in increasing brand awareness of its newest product, “Traveloka Xperience”. Tight competition in the online travel agent business requires companies to innovate through various strategies, especially in terms of marketing. This marketing strategy is implemented by Traveloka through MPR activities as an effort to create public awareness. MPR is one of the strategies undertaken by PR in supporting the marketing activities of a company to increase the market share and reputation of a company. This paper will discuss this matter through the approaching model proposed by Thomas L. Harris, including Publicity, Event, News, Community Involvement, Inform to Image, Lobbying and Negotiation, and Social Responsibility (PENCILS). Based on the results of the review, the MPR strategy implemented by Traveloka in promoting Traveloka Xperience was able to increase public awareness. In the process of increasing brand awareness of Traveloka Xperience, all MPR strategies affect increasing brand awareness. Based on the MPR tools concept proposed by Philip Kottler, Traveloka only runs four tools that form a continuity relationship between PT Traveloka and its customers."

"[ABSTRAKRINGKASAN EKSEKUTIFProfil PerusahaanLucky Tours merupakan salah satu agen tour dan travel, yang bertempat di Jalan Ternate no.28 D, Jakarta. Didirikan di Jakarta pada tanggal 16 Oktober 2001 oleh PT. Lucky Wisata Indah, Lucky Tours dipimpin oleh pasangan suami-istri, Latif Tanamas dan Kurnia Ningsih. Berawal dari kesukaan terhadap traveling, pasangan suami-istri tersebut akhirnya mendirikan Lucky Tours sebagai bisnis mereka. Selama 13 tahun ini, Lucky Tours telah menjadi perusahaan yang maju dan mandiri. Lucky Tours didukung oleh tenaga kerja yang profesional dan berpengalaman di bidang pariwisata, serta didukung dengan sistem jaringan penerbangan yang berkualitas.Analisis SWOTStrengths (Kekuatan)Adanya pilihan mengatur perjalanan wisata yang disesuaikan dengan biaya klien. Hal ini menjadi suatu kelebihan karena bisnis biro perjalanan sudah memiliki paket-paket tour yang telah disiapkan, khalayak hanya diperbolehkan memilih dari paket yang sudah ada. Tergabung dalam ASTINDO, yaitu Asosiasi Perusahaan Penjual Tiket Penerbangan dan ASITA (Association of The Indonesian Tours & Travel Agencies), serta IATA (International Air Transport Association) dimana posisi Lucky Tours sudah terjamin dan terpercaya.Layanan 24 jam untuk klien via telepon. Klien akan mendapatkan servis selama 24 jam dari Lucky Tours dalam berwisata. Pembayaran dapat dilakukan melalui transfer via ATM dan kartu kredit, sehingga memudahkan khalayak untuk menggunakan jasa Lucky Tours.Weaknesses (Kelemahan)Rendahnya citra Lucky Tours di mata khalayaknya.Tidak memiliki divisi PR yang bertugas untuk menjalankan fungsinya.Kegiatan promosi dan publikasi yang minim.Website tidak dikelola dengan baik dan tidak memiliki akun media sosial sehingga promosi dan publikasi online kurang berjalan.Belum memiliki kantor cabang sehingga akses khalayak hanya ke kantor di Jl. Ternate no.28 D, Jakarta saja.Paket wisata yang kurang beragam.Opportunities (Kesempatan)Tren pengeluaran biaya untuk traveling pada masyarakat Indonesia meningkat setiap tahunnya.Kondisi kelas ekonomi menengah masyarakat Indonesia semakin meningkat.Terdapat khalayak yang tidak memiliki waktu untuk melakukan riset perjalanan wisata.Threats (Ancaman)Terdapat tour dan travel lainnya yang lebih terkenal dibandingkan Lucky Tours. Kompetitor dari Lucky Tours adalah Avia Tour, Wita Tour, dan Obaja Tour (dipilih berdasarkan kesamaan jasa). Terdapat komunitas backpacker Indonesia, yaitu wadah yang menjembatani para traveller untuk berwisata dengan biaya yang lebih murah karena menggunakan sistem sharing cost.Pernyataan MasalahRendahnya citra Lucky Tours di mata khalayak.Usulan ProgramPembentukan Divisi PRMPR melalui website dan media sosialSpecial eventTujuan ProgramMeningkatkan citra Lucky positif secara positif dan mengedukasi khalayak mengenai layanan yang diberikan oleh Lucky Tours.Khalayak SasaranGeografis: Berdomisili di Jakarta Utara dan Jakarta SelatanDemografis: Laki-laki dan perempuan berusia 20-34 tahun, dengan tingkat SES pengeluaran (Socio Economic Status) A (>3.000.000) sampai SES B (2.000.000-3.000.000), berlatar pendidikan SMA, S1, S2, S3, dan yang bekerja.Psikografis: Memiliki gaya hidup suka berwisata (minimal 3 kali dalam setahun), memiliki smartphone, menggunakan media sosial rata-rata 3 jam/hari, terbuka terhadap hal baru.Behavioral: Mencari nilai tambah dalam melakukan transaksi.Pesan KunciLucky Tours: Get more value behind your lucky journey?, yang memiliki arti bahwa Lucky Tours adalah tour dan travel yang memberikan nilai tambah untuk mementingkan kepuasan khalayaknya dalam menggunakan jasa Lucky Tours. AnggaranRp 425.350.000EvaluasiTahapan evaluasi yang digunakan adalah:1. Tahap Input Tahap Output Tahap Outcomes Setiap tahap memiliki tolok ukur dan instrumen masing- masing.

---

ABSTRACTEXECUTIVE SUMMARYCompany ProfileLucky Tours is a tour and travel agent at Jl. Ternate no.28 D, Jakarta. Established in Jakarta on October 16, 2001 by PT. Lucky Wisata Indah, Lucky Tours led by married couples, Latif Tanamas and Kurnia Ningsih.Starting from a hobby for traveling, Latif and Kurnia make it turn to business. During these 13 years, Lucky Tours has become a company that developed and independent. Lucky Tours supported by skilled and experienced professionals who work in the field of tourism, and supported by qualified flight network system.SWOT AnalysisStrengths There?s a choice to customize your own trip, which fit with your budget. This is strength because usually another tour and travel has already fix package, and audiences can only choose that. Incorporated in ASTINDO (Asosiasi Perusahaan Penjual Tiket Penerbangan), ASITA (Association of The Indonesian Tours & Travel Agencies), and IATA (International Air Transport Association) which Lucky Tours?s position has already guaranted and trusted. 24-hour service for client via phone. Client will get 24-hour service from Lucky Tours during the trip. Agent of Lucky Tours will always be ready to answer every question and help clients. Payment by transfer ATM and credit cardWeaknessesThe low image of Lucky ToursDon?t have PR division who has the responsibility to run their function. The minimum activities of promotion and publication. Not maintain the website well and not having any social media yet, so promotion and online publication not running often. Not have branch offices, so that client?s access to Lucky Tours only at Jl. Ternate no.28 D, Jakarta.Not various travel packages.OpportunitiesA trends expense for traveling on Indonesian society is increasing every year.The increase of middle economic class in Indonesian society.There are audiences that do not have the time to do research for travel.ThreatsThere are other tour and travels which more famous than Lucky Tours. Competitors of Lucky Tours are Avia Tour, Wita Tour, and Obaja Tour (selected based on similarity services).There is Indonesia backpacker community. It is a place where traveler can travel with cheaper cost because cost-sharing system. ProblemThe low image of Lucky Tours in audience sight.ProgramsEstablishment of PR divisionMPR through website and social mediaSpecial eventGoalImproving the positive image and educate the audiences about Lucky Tours?s services.Target AudiencesGeographic: Based in North Jakarta and South JakartaDemographic: Men and women aged 20-34 years, with the level of SES in spending (Socio Economic Status) A (> Rp 3.000.000) until the SES B (Rp 2.000.000-Rp 3.000.000), set in a high school education, S1, S2, S3, and worked.Psychographic: Having a lifestyle to travel (at least 3 times a year), have a smartphone, using social media with an average of 3 hours / day, open to new things.Behavioral: Looking for value-added in the transaction.Key MessageLucky Tours: Get more value behind your lucky journey?, which means Lucky Tours is a tour and travel which give more value to prioritize the satisfaction of audiences.BudgetRp 425.350.000EvaluationThe evaluation stages:1. Input II.Output Outcomes Each stage has indicator and instrument. , EXECUTIVE SUMMARY Company ProfileLucky Tours is a tour and travel agent at Jl. Ternate no.28 D, Jakarta. Established in Jakarta on October 16, 2001 by PT. Lucky Wisata Indah, Lucky Tours led by married couples, Latif Tanamas and Kurnia Ningsih.Starting from a hobby for traveling, Latif and Kurnia make it turn to business. During these 13 years, Lucky Tours has become a company that developed and independent. Lucky Tours supported by skilled and experienced professionals who work in the field of tourism, and supported by qualified flight network system.SWOT AnalysisStrengths There’s a choice to customize your own trip, which fit with your budget. This is strength because usually another tour and travel has already fix package, and audiences can only choose that. Incorporated in ASTINDO (Asosiasi Perusahaan Penjual Tiket Penerbangan), ASITA (Association of The Indonesian Tours & Travel Agencies), and IATA (International Air Transport Association) which Lucky Tours’s position has already guaranted and trusted. 24-hour service for client via phone. Client will get 24-hour service from Lucky Tours during the trip. Agent of Lucky Tours will always be ready to answer every question and help clients. Payment by transfer ATM and credit cardWeaknessesThe low image of Lucky ToursDon’t have PR division who has the responsibility to run their function. The minimum activities of promotion and publication. Not maintain the website well and not having any social media yet, so promotion and online publication not running often. Not have branch offices, so that client’s access to Lucky Tours only at Jl. Ternate no.28 D, Jakarta.Not various travel packages.OpportunitiesA trends expense for traveling on Indonesian society is increasing every year.The increase of middle economic class in Indonesian society.There are audiences that do not have the time to do research for travel.ThreatsThere are other tour and travels which more famous than Lucky Tours. Competitors of Lucky Tours are Avia Tour, Wita Tour, and Obaja Tour (selected based on similarity services).There is Indonesia backpacker community. It is a place where traveler can travel with cheaper cost because cost-sharing system. ProblemThe low image of Lucky Tours in audience sight.ProgramsEstablishment of PR divisionMPR through website and social mediaSpecial eventGoalImproving the positive image and educate the audiences about Lucky Tours’s services.Target AudiencesGeographic: Based in North Jakarta and South JakartaDemographic: Men and women aged 20-34 years, with the level of SES in spending (Socio Economic Status) A (> Rp 3.000.000) until the SES B (Rp 2.000.000-Rp 3.000.000), set in a high school education, S1, S2, S3, and worked.Psychographic: Having a lifestyle to travel (at least 3 times a year), have a smartphone, using social media with an average of 3 hours / day, open to new things.Behavioral: Looking for value-added in the transaction.Key Message“Lucky Tours: Get more value behind your lucky journey”, which means Lucky Tours is a tour and travel which give more value to prioritize the satisfaction of audiences.BudgetRp 425.350.000EvaluationThe evaluation stages:1. Input II.Output Outcomes Each stage has indicator and instrument. ]"

"Marketing Public Relations (MPR) menjadi terobosan baru di bidang public relations yang tidak hanya melihat bagaimana citra perusahaan atau brand dimata publiknya melainkan memikirkan juga bagaimana produk atau jasa yang dihasilkan oleh perusahaan dapat diterima masyarakat dan dapat terjual. Hal inilah yang coba dilakukan oleh AirAsia yang merupakan salah satu perusahaan penerbangan berbiaya rendah. AirAsia mencoba menciptakan program-program MPR yang dapat mempertahankan loyalitas konsumennya paska kecelakaan yang menimpa salah satu pesawat AirAsia dengan nomor penerbangan QZ8501 rute Surabaya-Singapore pada 28 Desember 2014. Beragam strategi MPR yang meliputi pull, push, dan pas strategy dilakukan oleh AirAsia agar bisa tetap eksis di industri penerbangan. Sehingga pada kesimpulannya, kegiatan yang dilakukan oleh AirAsia selama satu tahun terakhir paska kecelakaan pesawat AirAsia QZ8501 tidak hanya dapat mengembalikan citra positif namun mampu mempertahankan loyalitas konsumen mereka.

---

Marketing Public Relations (MPR) into a new breakthrough in the field of public relations not only see how the company's image or brand in the eyes of the public but also think about how the products or services produced by the company can be accepted by society and can be sold. This is exercised by AirAsia which is one of the low cost airlines. AirAsia tried to create programs that MPR can maintain customer loyalty after the accident one of the AirAsia aircraft with flight number QZ8501 route Surabaya-Singapore on 28 December 2014. A variety of strategies MPR which includes pull, push, and pass strategy carried out by the airline in order to still exist in the airline industry. In conclusion, the activities carried out by the airline during the past year after a plane crash AirAsia QZ8501 not only can restore the positive image but is able to maintain the loyalty of their customers."

"Makalah ini membahas tentang peluncuran produk Magnum Red Velvet sebagai varian baru produk Magnum Indonesia. Adanya varian baru ini merupakan salah satu bentuk inovasi yang dilakukan oleh PT Unilever Indonesia dalam menghadapi persaingan bisnis. Makalah ini menganalisis tiga strategi MPR yang dilakukan yaitu strategi push, pull dan pass.Makalah ini menganalisis setiap kegiatan dari masing-masing strategi yang dilakukan. Ketiga strategi MPR yang dilakukan kemudian dikaitkan dengan tingkatan brand awareness. Tujuan dari penulisan makalah ini adalah untuk menganalisis masing-masing strategi MPR yang dilakukan oleh PT Unilever Indonesia sebagai upaya meningkatkan kesadaran masyarakat terhadap varian baru Magnum Indonesia yaitu Magnum Red Velvet.Hasil dari analisis pada makalah ini ialah bahwa PT Unilever Indonesia menggunakan ketiga strategi MPR tersebut pada peluncuran produk Magnum Red Velvet. Pada strategi push, kegiatan yang dilakukan adalah publikasi melalui website resmi dan media sosial. Pada strategi pull, kegiatan yang dilakukan adalah ajang khusus berupa pameran dan kompetisi. Sedangkan pada strategi pass, kegiatan yang dilakukan adalah Corporate Social Responsibility CSR . Sehubungan dengan tingkatan brand awareness, setiap strategi MPR dapat meningkatkan setiap tahapan pada brand awareness.

---

This study talks about the launching of Magnum Red Velvet product as a new variant of Magnum Indonesia. This new variant is one of PT Unilever Indonesia rsquo s innovation to compete in business world.This study analyzes three MPR strategies that are push, pull and pass strategy. This study also analyzes every activities that are done in each MPR strategies. Those three MPR strategies are then connected with brand awareness stages. The aim of this study is to analyze each MPR strategies that are done by PT Unilever Indonesia as a means to increase public awareness of new Magnum Red Velvet.The result of this study is that PT Unilever Indonesia used those three MPR strategies when launching Magnum Red Velvet. On the push strategy, the activity is publication through official website and social media. On the pull strategy, the activity is special event such as exhibition and competition. While on the pass strategy, the activity is Corporate Social Responsibility CSR . Each MPR strategy can increase every stages of brand awareness."

"ABSTRAKPenelitian ini menggunakan pendekatan kualitatif jenis deskriptif dengan metode studi kasus, dan menggunakan paradigma postpositivism. Objek penelitian adalah PT. XL. Axiata Tbk. Data diperoleh dari wawancara dan studi pustka. Sedangkan teknik keabsahan data menggunakan triangulasi sumber.Hasil penelitian menunjukkan bahwa perusahaan telekomunikasi telah melakukan tiga strategi marketing public relations yaitu push, pull dan pass. Strategi push tidak signifikan dalam membangun citra. Sedangkan strategi pull cukup berhasil mambangun citra positif produk dengan mengutamakan komunikasi dan hubungan baik kepada publik. Kemudian untuk strategi pass, perusaahan melakukan community relations dan memanfaatkan media sosial guna membentuk opini dan persepsi publik untuk membangun citra produk di mata publik.Penelitian ini menggunakan pendekatan kualitatif jenis deskriptif dengan metode studi kasus, dan menggunakan paradigma postpositivism. Objek penelitian adalah PT. XL. Axiata Tbk. Data diperoleh dari wawancara dan studi pustka. Sedangkan teknik keabsahan data menggunakan triangulasi sumber.

---

ABSTRACT

Competition in 4G LTE, have an impact on the company 39 s strategy in the promotion and efforts to build the image of the product. This study uses a Marketing Public Relations as a perspective in investigating the promotional program of product qualiy dan service quality in building the image of the product. The purpose of this study to determine the marketing public relations strategies of the company in building the image of the product.This study used a qualitative approach with descriptive case study method, then the paradigm used is postpositivism. The object of research is PT. XL. Axiata Tbk. Techniques of data collection through interviews and studies Ref. While the validity of the data using a triangulation technique source.The results showed that the telecommunications company has made three marketing public relations strategies that push, pull and pass. Push strategy is not a significant in image building. While the pull strategy was quite successful, builds a positive image of a product with emphasis on communication and good relations between the public and the company. Then to pass strategy, the company do community relations and take advantage of social media to shape public opinion and perceptions to build the image of the product in the public mind. 39 font size 12.0pt font family Times New Roman , serif 39 strategi pass, perusaahan melakukan community relations dan memanfaatkan media sosial guna membentuk opini dan persepsi publik untuk membangun citra produk di mata publik."

"[ABSTRAKRINGKASAN EKSEKUTIFAnalisis SituasiDinas Pariwisata dan Kebudayaan DKI Jakarta telah melakukan upaya-upaya untuk mempromosikan kepariwisataan Kota Jakarta, salah satunya adalah dengan melakukan branding Enjoy Jakarta.Akan tetapi, banyak orang belum mengetahui apa yang dapat dinikmati dari Enjoy Jakarta. Jangankan wisatawan mancanegara atau nusantara, kebanyakan masyarakat lokal tidak mengetahui potensi kepariwisataan Kota Jakarta.Melalui survei yang dilakukan terhadap 144 responden, mayoritas mengeluhkan sulitnya memperoleh informasi mengenai kepariwisataan Kota Jakarta. Berbagai alternatif diusulkan mereka terkait di mana seharusnya terdapat lokasi Tourist Information Center.Materi komunikasi yang dibuat oleh Disparbud DKI Jakarta sudah baik, namun demikian konten informasi di dalamnya tidak tepat sasaran.TujuanUntuk memperluas dan mempermudah akses informasi terkait kepariwisataan Kota Jakarta, sekaligus sebagai bagian dari partisipasi memeriahkan ulang tahun Kota Jakarta. Tujuan jangka panjang adalah untuk menjadikan Kota Jakarta sebagai salah satu kota destinasi wisata unggulan di Asia pada tahun 2020.Sasaran Program KomunikasiMempermudah akses informasi kepariwisataan Kota Jakarta dengan penyediaan dan pemaksimalan sarana-sarana penyampaian informasi sehingga mudah diakses oleh siapa saja.Meningkatkan awareness masyarakat, wisatawan mancanegara, dan wisatawan domestik akan tempat-tempat serta aktivitas-aktivitas wisata di Kota Jakarta.Memperkuat branding Enjoy Jakarta sebagai upaya membangun reputasi Kota Jakarta sebagai kota festival destinasi wisata.StrategiMemosisikan Kota Jakarta sebagai salah satu kota destinasi wisata unggulan yang informasi kepariwisataannya mudah diakses oleh siapa saja.Khalayak SasaranMasyarakat Kota JakartaWisatawan mancanegaraWisatawan domestikMedia massaKomunitasPara pelaku usaha pariwisataPesan KunciMelalui rangkaian program Finding Jakarta, Disparbud DKI Jakarta mengembangkan sistem informasi kepariwisataan Kota Jakarta yang terintegrasi sehingga mudah diakses oleh siapa saja.Melalui program Lomba Desain Logo dan Finding Jakarta, Disparbud DKI Jakarta mengajak masyarakat untuk menumbuhkan rasa peduli dan memiliki masyarakat terhadap Kota Jakarta.Melalui program-program stakeholders gathering, Disparbud DKI Jakarta membangun komunikasi dengan komunitas dan para pelaku usaha pariwisata untuk berpartisipasi memajukan sektor kepariwisataan Kota Jakarta.Melalui pengembangan sistem informasi kepariwisataan, Disparbud DKI Jakarta memudahkan masyarakat untuk mencari informasi mengenai lokasi wisata dan aktivitas yang dapat dilakukan di Kota Jakarta.ProgramLomba desain logo Finding JakartaFinding Jakarta RaceRiset KepariwisataanPembenahan Sistem Informasi KepariwisataanPencarian SponsorMedia BriefingKonferensi PersTourism GatheringJadwalJanuari 2015 - Juni 2015AnggaranTotal anggaran yang dibutuhkan untuk penyelenggaraan rangkaian kampanye humas Finding Jakarta adalah Rp828.520.000,00EvaluasiMetode evaluasi yang digunakan adalah metode input, output, dan outcome.Input: mengadakan evaluasi terhadap proses pelaksanaan kegiatan.Output: mengadakan evaluasi terhadap hasil dari pelaksanaan kegiatan.Outcome: melakukan pengukuran dampak dan evaluasi dari pelaksanaan kegiatan.;

---

ABSTRACTEXECUTIVE SUMMARYSituation AnalysisJakarta Tourism and Cultural Office has done many efforts to promote Jakarta Tourism, one of which is by making Enjoy Jakarta as its brand.However many people do not know what to enjoy from Enjoy Jakarta. Local, foreigners, and domestic tourists don?t fully recognise the tourism potential of Jakarta.A survey has been conducted towards 144 respondents. The majority complained on how hard it is to derive information about Jakarta tourism. They suggested alternative locations for building Tourism Information Centre.Communication materials made by Jakarta Tourism and Cultural Office DKI Jakarta are well made. Nevertheless, their contents aren?t quite targeted yet.GoalTo extend and simplify information access on Jakarta tourism, as well as a participation in celebrating Jakarta?s birthday. Long term goal is to erect Jakarta as one of the top tourism city destination in Asia in 2020.Communication ObjectivesTo simplify information access on Jakarta tourism by providing and maximise information mediums, so that it is accessible by everyone.To raise locals, foreigners, and domestic tourists? awareness on places and tourism activities in Jakarta.To strengthen city branding Enjoy Jakarta as an effort to erect Jakarta?s reputation as a festival city destination.StrategyTo put Jakarta as one of the top tourism city destinations and everyone can easily access its tourism information.Target AudiencePeople of JakartaForeignersDomestic touristsMass mediaCommunitiesTourism stakeholders Key MessagesThrough Finding Jakarta, Jakarta Tourism and Cultural Office is developing an integrated tourism information system which is accessible by everyone.Through Logo Design Competition and Finding Jakarta Race, Jakarta Tourism and Cultural Office is persuading people to love and care for Jakarta.Through stakeholders gathering programmes, Jakarta Tourism and Cultural Office is creating relations with communities and tourism stakeholders to participate in advancing Jakarta tourism.Through the development of tourism information system, Jakarta Tourism and Cultural Office is trying to ease people on finding information, such as tourism location and activities in Jakarta.ProgrammesLogo Design Competition Finding JakartaFinding Jakarta RaceTourism ResearchDevelopment of Tourism Information SystemSponsorshipsMedia BriefingPress ConferenceTourism GatheringScheduleJanuary 2015 - June 2015BudgetTotal budget needed for Finding Jakarta PR campaign is Rp828.520.000,00EvaluationEvaluation methods being used are input, output, and outcome method.Input: evaluating implementation process.Output: evaluating results of implementation.Outcome: measuring impact and evaluation of implementation., EXECUTIVE SUMMARY Situation AnalysisJakarta Tourism and Cultural Office has done many efforts to promote Jakarta Tourism, one of which is by making Enjoy Jakarta as its brand.However many people do not know what to enjoy from Enjoy Jakarta. Local, foreigners, and domestic tourists don’t fully recognise the tourism potential of Jakarta.A survey has been conducted towards 144 respondents. The majority complained on how hard it is to derive information about Jakarta tourism. They suggested alternative locations for building Tourism Information Centre.Communication materials made by Jakarta Tourism and Cultural Office DKI Jakarta are well made. Nevertheless, their contents aren’t quite targeted yet.GoalTo extend and simplify information access on Jakarta tourism, as well as a participation in celebrating Jakarta’s birthday. Long term goal is to erect Jakarta as one of the top tourism city destination in Asia in 2020.Communication ObjectivesTo simplify information access on Jakarta tourism by providing and maximise information mediums, so that it is accessible by everyone.To raise locals, foreigners, and domestic tourists’ awareness on places and tourism activities in Jakarta.To strengthen city branding Enjoy Jakarta as an effort to erect Jakarta’s reputation as a festival city destination.StrategyTo put Jakarta as one of the top tourism city destinations and everyone can easily access its tourism information.Target AudiencePeople of JakartaForeignersDomestic touristsMass mediaCommunitiesTourism stakeholders Key MessagesThrough Finding Jakarta, Jakarta Tourism and Cultural Office is developing an integrated tourism information system which is accessible by everyone.Through Logo Design Competition and Finding Jakarta Race, Jakarta Tourism and Cultural Office is persuading people to love and care for Jakarta.Through stakeholders gathering programmes, Jakarta Tourism and Cultural Office is creating relations with communities and tourism stakeholders to participate in advancing Jakarta tourism.Through the development of tourism information system, Jakarta Tourism and Cultural Office is trying to ease people on finding information, such as tourism location and activities in Jakarta.ProgrammesLogo Design Competition Finding JakartaFinding Jakarta RaceTourism ResearchDevelopment of Tourism Information SystemSponsorshipsMedia BriefingPress ConferenceTourism GatheringScheduleJanuary 2015 - June 2015BudgetTotal budget needed for Finding Jakarta PR campaign is Rp828.520.000,00EvaluationEvaluation methods being used are input, output, and outcome method.Input: evaluating implementation process.Output: evaluating results of implementation.Outcome: measuring impact and evaluation of implementation.]"