Marketing Public Relations Research Articles

Analysis of the Application of Effective Communication Strategies in Marketing Public Relations at CV Inti Motor Solo

The development number of motorize vehicle users is increasing. This makes the automotive business have promising business prospects. The high level of business competition requires each company to create the best business strategy to win market competition. This research aims to determine the implementation of effective communication strategies in marketing public relations at CV. Inti Motor Solo. This research was conducted qualitatively descriptively and data was collected through observation and interview at CV. Inti Motor Solo. The results of the research indicate that marketing public relations activities at CV. Inti Motor Solo are still focused on activities to build consumer loyalty. Marketing Public relations activities carried out include the installation of company identity banners, information services, and consumer loyalty programs. Overall, marketing public relations activies at CV. Inti Motor Solo have implemented effective communication strategies well which include respect, emphaty, audible clarity, and humble.

Public Relations Marketing Strategy in Building Brand Awareness Using Product Bundling

Digital media as a marketing platform today results in increased business competition to capture market share. This research aims to analyze whether using PR marketing strategies, specifically bundled products, can increase brand awareness. The study is descriptive qualitative research, utilizing primary data collected through observation and interviews. The sample consists of 20 respondents, including staff, Anak Panah Kopi employees, and public members in Salatiga. The results concluded that the public relations marketing activities by Anak Panah Kopi to increase brand awareness can be seen in the push and pull strategies. Push strategy uses an interpersonal approach to customers by prioritizing good service. While implementing the pull strategy, Anak Panah Kopi innovates products, provides discounts and bundling promos, collaborates with several influencers, and conducts marketing campaigns by displaying exciting content on Instagram social media to market its products.

The Effect of Price and Promotion on Purchasing Decisions for Alexandre Christie Watches in Palembang City

In today's digital era, effective Marketing Public Relations (MPR) strategies are crucial for businesses to remain competitive and increase consumer engagement. This research aims to analyse the influence of price and promotion on purchasing decisions for Alexandre Christie watches in Palembang City. The sample includes 100 respondents selected using purposive sampling, and data was collected through questionnaires with a Likert scale. The research employed multiple linear regression analysis using SPSS version 25. The findings reveal that both price and promotion variables significantly and positively impact purchasing decisions, partially and simultaneously. This study contributes to the growing body of literature by highlighting the importance of targeted pricing strategies and digital promotions in influencing consumer behaviour, particularly in the fashion accessory market. The results suggest that businesses should maintain competitive prices and leverage promotions to align with market demands and consumer preferences.

Taktik MPR Angan Coffee and Comfort Food Dalam Meningkatkan Awareness

Changing technology and increasing information encourages acceleration and lifestyle improvement. The growing lifestyle in the upper middle class that prioritizes drinking coffee as one of the activities they must do. To increase market demand for the need to drink coffee, Angan Coffee & Comfort Food also attended to answer the needs of the community. There are several coffee shops that are also present, for that Angan need Marketing Public Relations (MPR) to be able to compete and have certain characteristics that can distinguish Angan with other coffee shops. The purpose of this research is to describe the MPR activities conducted by Angan, as well as to analyse the success of the activities of MPR Angan. The MPR activities conducted by Angan is a form of workshop activities involving the public. So through this MPR activities can occur interaction between Angan and its target market, besides the event held by Angan is an activity that is an interest of the public itself. The research methods used in this research are qualitative descriptive research, which in this research, researchers becoming the key instrument. The technique of data collection used is an interview with the owner of the research subject, Angan Coffee and Comfort Food, and observe to visit Angan Coffee & Comfort Food. The result of a pull strategy with tactics derived in the form of events such as workshops, resulted in an increase in the attention of local communities around Jakarta to Angan Coffee and Comfort Food.

Growing Insight In Public Relations Marketing In Housewives Who Are Owners Of Small Micro Businesses In Bulusan Semarang City

: To be able to become a strong and reliable entrepreneur, hard skills and soft skills are needed, this is also needed by micro-small businesses. Marketing public relations is needed as knowledge to open insight for every entrepreneur so that they can develop, because knowledge about marketing public relations will support success in producing and marketing products through product image and business image. Based on observations of micro-small scale businesses in Bulusan Subdistrict, Tembalang District, Semarang, suboptimal business performance is related to limited knowledge about creating product images and business images to build relationships with consumers and understand their needs. By developing insight into marketing public relations, it is hoped that they will become aware of the strategic role and importance of product image and business image, so that they will ultimately be able to market products/services to meet consumer needs in a sustainable manner. Keywords: insight into marketing public relations, business image, product image

Маркетингові комунікації: сутність і завдання для бухгалтерського обліку

Marketing communications is a set of strategic and tactical measures to transfer information from a company to its target audience effectively. They include advertising, PR, digital marketing, and other tools used to build a brand image, stimulate demand for products or services, and maintain customer relationships. A business entity can increase its importance in the market through proper marketing communications, improve its reputation, and achieve competitive advantages. Therefore, proper management of marketing expenses is essential for ensuring financial stability and successful development of the company. At the same time, competent accounting ensures financial and management information clarity and supports strategic planning through accurate cost-benefit analysis. Based on this, the purpose of the study is to summarize the trends in accounting for activities aimed at implementing marketing communications. The following methods were used to conduct the study and to present its results: analysis, synthesis, generalization, specification, and deduction. The graphic method was used to visually present the information. The features of the marketing public relations (MPR) strategy are determined. The composition of marketing costs is considered. The specifics of advertising costs are analyzed. The life cycle of advertising and promotion costs is presented. The scientific novelty of the study is the proposed process of building accounting in the field of marketing communications, which is not a simple reflection of expenses in accounts and reports but includes a list of stages from the registration of expenses to the development of recommendations for making management decisions. The practical significance of the results is that this process can be adapted to the conditions of agro-industrial enterprises’ accurate accounting and management systems. Promising areas for further research are evaluating marketing communications costs in agricultural enterprises, which will improve their market positioning and promote further development. Keywords: marketing communications, advertising, accounting, reporting, marketing expenses.

Marketing Public Relations Strategy Through Buy 1 Get 1 Promotion at Maxx Coffee

This study employs a qualitative methodology with a descriptive qualitative approach. Data collection techniques include in-depth interviews, observation, and documentation. The key informants interviewed in this study are the Local Store Marketing Promotion Officer of PT. Maxx Coffee Prima, and two other informants, namely the Area Manager of Maxx Coffee and the Store Manager at Maxx Coffee Pejaten Village. The three methods used for the Buy 1 Get 1 promotion greatly support the success of Maxx Coffee's marketing public relations, especially through the use of social media, considering that social media currently has a wide reach and is very effective for disseminating information. Based on the results of this study, the researcher concludes that there is a visible positive impact from the implementation of the marketing public relations strategy through the Buy 1 Get 1 promotion by Maxx Coffee through several methods, including online and offline strategies, promotional events, and publications. These three methods of the Buy 1 Get 1 promotion can significantly influence the sales of Maxx Coffee products

Strategi Marketing Public Relations Auto2000

The business competition in the current era of digitalization is increasingly fierce, so companies need to adapt and are required to have good and innovative strategies. This research aims to analyze and describe the sustainability of Marketing Public Relations strategies at Auto2000 PT. Astra International Tbk. The theory used in this study is the Marketing Public Relations theory proposed by Kotler & Armstrong, which includes 9 tools of Marketing Public Relations: Publications, Events, Identity Media, News, Speeches, Public Service Activities, Sponsorship, Press Relations, and Product and Brand Publicity. This study uses a qualitative descriptive method, which is a problem-solving procedure investigated by describing the state of the research object based on existing facts. The data collection method employed was through interviews. The Publications involved creating persuasive, informative, and educational content to attract customers using social media. The Events activities included organizing a series of events aimed at introducing new products and sustaining various campaigns to increase brand awareness. For Identity Media, Auto2000 emphasized the characteristics of the logo and the use of dominant colors for each published content. In the News activities, Auto2000 utilized the website and made efforts to obtain organic news from mass media. For Speeches, a company spokesperson was appointed to deliver credible information and clarify issues. The Public Service Activities involved social initiatives as a form of responsive services and social assistance. Sponsorships supported events relevant to the company. Press Relations efforts were made to build good relationships with the media. For Product and Brand Publicity, Auto2000 ensured the quality of services and products, complemented by high publicity.

Marketing Public Relations Sang Pisang Dalam Menambah Brand Awareness

Sang Pisang is a food and beverage business owned by President Jokowi's son, Kaesang Pangarep, together with a businessman from Makassar, Ansari Kadir. Sang Pisang was born in 2017 by serving products made from bananas. Sang Pisang just rebranded in November 2022 by presenting the latest concept, namely changing the outlet, logo, visuals, packaging design, and presenting several new menu variations, so there is a need for activities that can increase brand awareness. Sang Pisang carries out marketing implementation using marketing public relations to provide communication to its consumers that is educational and informative using social media and several offline activities. The purpose of this research is to find out how Sang Pisang implements marketing public relations in increasing brand awareness. The theory used in this research is Marketing Public Relations (Kotler and Keller, 2012). The approach used in conducting this research is a qualitative approach with descriptive methods, and data collection techniques through observation, interviews and documentation. The results of this research show that Sang Pisang's Marketing Public Relations is carried out with various strategies such as Publication using social media, events, press conferences and podcasts, Media Identity by making changes to the logo, visuals and outlets. , Marketing Public Relations Activity (Marketing Public Relations Activities) for online using social media such as Twitter, Tiktok, and Instagram while offline, namely by holding press conferences, events, Corporate Social Responsibility (CSR), and podcasts, Public-Services Activity ( Public Activity Services) by carrying out CSR such as Samtama activities, donations, and several other humanitarian assistance have succeeded in increasing Brand Awareness

Strategi Marketing Public Relation Traveloka Dalam Promosi Pemesanan Hotel Menggunakan Awkarin sebagai Key Opinion Leader

In contemporary times, the accessibility of news through social media and the proliferation of influential figures known as Key Opinion Leaders (KOLs) have rendered KOL services indispensable in realizing marketing public relations strategies. This article delves into the utilization of KOLs and social media platforms by Traveloka, a leading technology company in Southeast Asia, to enhance its marketing public relations endeavors. Through an examination of Traveloka's strategies, particularly its collaboration with the KOL Awkarin, this study sheds light on the framing and agenda-setting techniques employed to shape public perception and awareness. Furthermore, it explores the effectiveness of these strategies in influencing public opinion and driving engagement, particularly among the 18-30 age demographic. The findings underscore the significance of social media as a potent tool for reaching target markets and enhancing brand visibility. Through qualitative analysis and a constructivist paradigm, this study offers insights into the evolving landscape of marketing public relations in the digital age, highlighting the symbiotic relationship between companies, KOLs, and social media platforms in shaping consumer behavior and perceptions

PR Strategy for Island Beach Pisang Tourism Destination

Indonesia, an archipelagic country with 17,508 islands and an 81,000 km coastline, possesses coastal areas rich in natural resources. Despite this richness, effective utilisation and development of coastal and marine regions remain challenging. This study focuses on Banana Island, part of Lampung Province, addressing its potential as a tourist attraction. Acknowledging the need for strategic development, the study emphasises government involvement, facility provision, and promotional efforts. The role of Public Relations Marketing, precisely the three-pronged approach of pull, push, and pass strategies employed by the West Coast Tourism Office, is examined. The study aims to comprehend the impact of these strategies on Banana Island's tourism development, evaluating visibility, popularity, and overall appeal. Methodologically, qualitative research, descriptive analysis, and SWOT analysis are applied for a comprehensive understanding. Findings highlight marine attractions, community expectations, and transportation challenges. The success of the push strategy is evident in increased tourist visits. Suggestions include enhancing collaboration, regular social media updates, and coordinated platform posts.

Analyzing The Relationship Between Marketing Public Relations, Digital Marketing, Marketing Mix, Customer Service, and Customer Loyalty

This study aims to investigate the intricate relationship among marketing public relations, digital marketing, marketing mix, customer service, and customer loyalty within the contemporary business landscape. Employing a qualitative research design, the study utilizes purposive sampling to gather data from a diverse range of industry experts, marketers, and consumers. Data analysis involves thematic analysis to unveil patterns, themes, and insights from the collected data. The findings shed light on the nuanced interactions among marketing public relations, digital marketing strategies, elements of the marketing mix, quality customer service provision, and its impact on fostering customer loyalty. This research contributes to a deeper understanding of the dynamic marketing ecosystem, offering valuable insights for businesses aiming to enhance customer engagement and loyalty in the digital age.

PENGARUH MARKETING PUBLIC RELATIONS TERHADAP LOYALITAS PELANGGAN APLIKASI PESAN ANTAR MAKANAN ONLINE

This research aims to determine the influence and magnitude of the influence of ShopeeFood's marketing public relations on customer loyalty in the Kebayoran Baru community, South Jakarta. The main concept of this research is marketing public relations and loyalty. This research uses a quantitative approach with survey methods. The research population is the community in Kebayoran Baru, South Jakarta. The sampling technique is purposive sampling. Data collection was carried out by distributing questionnaires to 101 respondents. The collected questionnaires were calculated using the SPSS statistical test. The techniques used in this testing are validity, reliability, simple linear regression and hypothesis testing. The research results show that variable X (Marketing public relations) and variable Y (Customer loyalty) have a positive value or are very influential with a value of 72.6%.

Marketing Public Relations Starbucks Indonesia dalam Membangun Loyalitas Customer

In the Coffee Shop business in Indonesia, competition is becoming increasingly intense. The success of a company in competing with its rivals depends on the good relationship between the company and its customers through optimal service that meets their needs. To build customer loyalty, a crucial role is played inpublic relations. One of the strategies used by companies to build customer loyalty is through Marketing Public Relations. The purpose of this research is to determine how Starbucks Coffee Indonesia uses Marketing Public Relations strategies to build customer loyalty. A qualitative research method was used in this study with data collection techniques through literature review. The results of this research show that Starbucks Coffee Indonesia has successfully built customer loyalty through three main strategies: creating emotional connections with customers, using easily recognizable merchandise and branding, and implementing Customer Relations in loyalty programs. Starbucks Coffee Indonesia creates emotional connections with customers through comfortable store designs, serving quality coffee, and providing personal attention and rewards to customers. The company also uses easily recognizable merchandise and branding, with the Starbucks logo as a means to build customer loyalty. Lastly, the implementation of Customer Relations by baristas in the loyalty program is also an important factor in building customer loyalty. This research concludes that Starbucks Coffee Indonesia has successfully utilized Marketing Public Relations strategies optimally to build customer loyalty, as evidenced by the company's success in overcoming the increasingly intense competition in the Coffee Shop business in Indonesia. From an Islamic communication perspective, Starbucks' marketing public relations communication has also fulfilled the principles of communication in Islam: qaulan sadiddan, qaulan balighan, qaulan maysuran, qaulan layyinan, and qaulan kariman.

Starbucks' Marketing Public Relations: A Beverage or a Lifestyle?

Budaya ‘ngopi’ yang sudah dikenal sejak lama di dunia Islam menjadi bagian yang tak terpisahkan dalam kehidupan masyarakat Indonesia sehari-hari. Banyaknya ragam brand tempat ‘ngopi’ juga menjadi pelengkap gaya hidup masyarakat kota besar. Brand Starbucks yang berasal dari Amerika pun menjadi pilihan banyak penikmat kopi khususnya di kota Palembang. Oleh karena itu, peneliti tertarik untuk mengetahui apakah brand Starbucks hanya gerai makanan dan minuman atau telah menjadi bagian dari gaya hidup? Dengan melakukan metode desk research dan observasi di empat gerai Strabucks di kota Palembang dan dengan menggunakan pendekatan 4Ps marketing dan teori strategi marketing public relations, peneliti menemukan bahwa brand Starbucks tak hanya gerai makanan dan minuman namun telah melekatkan brandnya menjadi bagian dari lifestyle sekaligus juga memanfaatkan pendekatan teori dan menggunakan media digital untuk semakin mengkokohkan eksistensi brand Starbucks pada konsumen maupun calon konsumen.

Strategic Marketing Public Relations for Brand Elevation: A Case Study of the #JacquelleDisneyEdition Campaign

The strategic Marketing Public Relations (MPR) efforts of Jacquelle Beaute, especially through their collaboration with Disney, have significantly enhanced brand awareness. Using the three fundamental Public Relations functions defined by Edward L. Bernays, the brand has effectively communicated product knowledge via digital platforms like Instagram and TikTok, organized engaging events to influence public behavior, and maintained strong public relationships. Key strategies involving publication, events, sponsorship, and media identity have played vital roles. Publications on Instagram and TikTok, supported by beauty influencer reviews, have spread product knowledge, despite challenges in influencer selection. Events, including the grand launch of the Disney Ariel collaboration, have boosted brand awareness by reflecting Jacquelle Beaute’s unique characteristics. Sponsorships, particularly targeting young adults in universities, have expanded their reach through word-of-mouth promotion. The distinctive media identity, characterized by sustainable and multitasking products and unique Disney-themed packaging, has made their products easily recognizable. While the research indicates that only four out of the seven MPR tools outlined by Kotler and Keller (2012) were effectively utilized, Jacquelle Beaute's efforts have generally been successful, achieving Brand Recall and Brand Recognition levels of awareness. However, there is room for improvement in influencer selection and pricing strategies to broaden their audience. Overall, Jacquelle Beaute's strategic use of MPR tools, particularly through digital media and well-executed events, underscores the importance of a cohesive approach in building brand awareness.

IMPLEMENTATION OF THE KLANGEN COFFEE & ROASTERY MARKETING PUBLIC RELATIONS STRATEGY IN FORMING A POSITIVE IMAGE IN THE EYES OF THE PUBLIC

TThe development of coffee shop business trends in Indonesia has increased over the last few years. Even though Indonesia was hit by the COVID-19 pandemic, it did not discourage businessmen in the industry. In fact, several businessmen started their businesses during the pandemic, including Klangen Coffee & Roastery. As a businessman who operated during the pandemic, Klangen Coffee & Roastery employed a Marketing Public Relations strategy to survive in the competitive coffee shop business and create a positive image in the public eye. This study uses Harold Lasswell's Propaganda theory and a focus method that includes five elements of communication: source, message, channel or media, receiver, and effect. The research aims to understand Klangen Coffee & Roastery's Marketing Public Relations strategy in shaping a positive image in the public eye. The interpretive qualitative research methodology involves conducting in-depth interviews and observations. The study's results suggest that Klangen Coffee & Roastery's Marketing Public Relations strategy has been successful but not yet fully maximized. Researchers also see that the use of content can have a fairly good impact or effect when delivered through Instagram and TikTok.

STRATEGI MARKETING PUBLIC RELATIONS PT KEMUNING MULIA JAYA DALAM MEMPROMOSIKAN KLINIK GIGIKU SEHAT

Social Media nowadays become alternative media to run function of Marketing Public Relations. PT KemuningMulia Jaya has been participating in the service of teeth health care and mouth care used social media to promote its product brand of Klinik Gigiku Sehat. PT Kemuning Mulia Jaya has been established since 2010.This company was pioneered by Drg. Susan Widijaningsih with Deddy Andu Edgar Frederik as the owner of PT Kemuning Mulia Jaya. Marketing Public Relations of this company has created Promotion Program of March 2019 to attract customer attention. Data collection technique of this research consist of observation, interviews, study literature, and documentation. The analysis method that author used is qualitative descriptive approached. The result of the research has shown the use of social media by Klinik Gigiku Sehat effectively can communicate to the public became easier. The conclusion of the promotion programme for March 2019 consist of Voucher Promotion, and Dental Education through social media. To maintain a good relationship with public, Marketing Public Relations of Klinik Gigiku Sehat has worked periodically uploaded useful infographic to the public through social media. Strategy of Marketing Public Relations that they chose is Pull Strategy. Public Relations pattern that they applied to promote Klinik Gigiku Sehat only formula P for Publication, E for Event, I for Inform or Image and L for Lobbying.

EFEKTIVITAS MARKETING PUBLIC RELATIONS SEBAGAI IMAGE SUPPLY CHAIN PADA BRAND MIXUE

This study aims to determine the Marketing Public Relations Effectiveness of the Mixue brand as an image supply chain. Marketing public relations is an effort to provide useful information to raise public awareness of a product or brand so that consumers want to buy or collaborate on that product or brand. As well as supply chain, namely effective and efficient supply chain management will be able to increase competitive advantage within the company through efficiency in production and distribution costs as well as the accuracy of production costs to the end consumer. It can be concluded that the effectiveness of Marketing Public Relations cannot be separated from using the principles of the public relations mix. One of them is by setting a low price compared to other competitors. As well as supply chain elements from Mixue, namely ordering raw materials in large volumes, so that they can reduce prices quite significantly. Second, Mixue has a number of production facilities, such as a product research and development center to a logistics center that is able to serve the needs of all outlets and deliver them free of charge. And finally, the Mixing Method for profit is the Economic of Scale method, namely applying orders for raw materials in large quantities and getting cheaper capital. With this supply chain performance franchise, the more outlets, the greater the profit.

Evaluation of Marketing Public Relations (MPR) Criteria on Digital Platforms to Build Public Awareness of Environmental Issues and Climate Change: A Case Study of Arab Governmental Initiatives (Arabic)

The study analyzes a purposive sample of digital platforms of governmental initiatives used for building public awareness of environmental issues and climate change in three Arab countries (Egypt, UAE, Saudi Arabia) to evaluate marketing public relations criteria. It is a descriptive comparative study that adopts a case study approach to analyze the platforms’ content, using a qualitative analysis form to evaluate (MPR) criteria. The researcher designed a scale to evaluate these criteria. The results show variance among the studied platforms in the criteria of trust, credibility, and long-term customer relations. The analysis of the " YOUTH4SUSTAINBILITY " platform in the UAE indicated a high achievement of trust and credibility, and a limited achievement of long-term customer relations; the important factor influencing this was the low achievement of customer expectations. For the “Saudi Youth for Sustainability” platform in Saudi Arabia, the analysis reveals high achievement of trust, high credibility, and low success in establishing long-term customer relations; the factor of influence here was lack of personalization. As to the Egyptian platform, “Be an Ambassador”, findings show that trust and the long-term customer relations were limited, while credibility was achieved to some extent. The study recommends highlighting the visual identity and future actions of the organization-not solely focusing on past actions. Other recommendations to better achieve marketing public relations criteria in digital platforms are increasing interactive tools, media libraries, media endorsement, and the personalization of services.