PENERAPAN THREE WAYS STRATEGY MARKETING PUBLIC RELATIONS KAFE RUUANG KOPI DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN

Sarinita, Ima (2026) PENERAPAN THREE WAYS STRATEGY MARKETING PUBLIC RELATIONS KAFE RUUANG KOPI DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN. S1 thesis, Universitas Kristen Indonesia.

	Text (Hal_Judul_Abstrak_Daftar_isi_Daftar_Gambar_Daftar_Tabel_Daftar_Lampiran_Abstrak.pdf) HalJudulDaftarisiDaftarGambarDaftarTabelDaftarLampiranAbstrak.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_I) BABI.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_II) BABII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (863kB)
	Text (BAB_III) BABIII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (824kB)
	Text (BAB_IV) BABIV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_V) BABV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (579kB)
	Text (DAFTAR_PUSTAKA) DaftarPustaka.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (600kB)
	Text (Lampiran) Lampiran.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Perkembangan industri coffee shop yang semakin kompetitif mendorong pelaku usaha untuk menerapkan strategi komunikasi pemasaran yang efektif guna mempertahankan loyalitas pelanggan di tengah persaingan bisnis yang semakin ketat. Salah satu strategi yang dapat diterapkan adalah Marketing Public Relations melalui konsep Three Ways Strategy yang terdiri dari pull strategy, push strategy, dan pass strategy. Penelitian ini bertujuan untuk menganalisis penerapan three ways strategy marketing public relations pada kafe Ruuang kopi dalam mempertahankan loyalitas pelanggan. Penelitian ini menggunakan metode deskriptif kualitatif dengan paradigma konstruktivisme. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Informan dalam penelitian ini terdiri dari owner Ruuang kopi, tim public relations, serta pelanggan Ruuang kopi. Hasil penelitian menunjukkan bahwa Ruuang kopi menerapkan konsep Three Ways Strategy Marketing Public Relations melalui tiga pendekatan. Pada pull strategy, Ruuang kopi menarik perhatian publik melalui pemanfaatan media sosial Instagram, pembuatan konten, kolaborasi dengan Key Opinion Leader (KOL), serta aktivitas promosi. Pada push strategy, penerapan dilakukan melalui pemberian pengalaman positif kepada pelanggan, pelayanan yang personal, program bundling, voucher, serta upaya meningkatkan kenyamanan pelanggan saat berkunjung sehingga mendorong pelanggan untuk melakukan kunjungan kembali. Sementara itu, pass strategy diterapkan melalui kegiatan komunitas, kolaborasi dengan seniman dan musisi, penyelenggaraan event, serta penguatan identitas merek melalui tagline #SelaluAdaRuuang. Berdasarkan hasil penelitian, penerapan Three Ways Strategy Marketing Public Relations yang dilakukan Ruuang kopi tidak hanya berfokus pada aktivitas promosi, tetapi juga berperan dalam mempertahankan loyalitas pelanggan melalui komunikasi yang efektif, pemberian pengalaman positif, dan keterlibatan pelanggan. Strategi tersebut membantu Ruuang kopi memperkuat citra merek serta mendorong pelanggan untuk melakukan kunjungan kembali dan menciptakan hubungan jangka panjang dengan pelanggan./The rapid growth of the coffee shop industry has intensified competition, encouraging business owners to implement effective marketing communication strategies to maintain customer loyalty. One strategy that can be applied is Marketing Public Relations through the Three Ways Strategy concept, which consists of pull strategy, push strategy, and pass strategy. This study aims to analyze the implementation of the Three Ways Strategy of Marketing Public Relations at Ruuang Kopi in maintaining customer loyalty. This research employed a descriptive qualitative method with a constructivist paradigm. Data were collected through in-depth interviews, observation, and documentation. The informants in this study consisted of the owner of Ruuang Kopi, the public relations team, and customers of Ruuang Kopi. The results indicate that Ruuang Kopi implements the Three Ways Strategy of Marketing Public Relations through three approaches. In the pull strategy, Ruuang Kopi attracts public attention through the utilization of Instagram social media, content creation, collaboration with Key Opinion Leaders (KOL), and promotional activities. In the push strategy, the implementation is carried out by providing positive customer experiences, personalized services, bundling programs, vouchers, and efforts to enhance customer comfort during visits, thereby encouraging repeat visits. Meanwhile, the pass strategy is implemented through community activities, collaborations with artists and musicians, event organization, and strengthening brand identity through the tagline #SelaluAdaRuuang. Based on the findings, the implementation of the Three Ways Strategy of Marketing Public Relations at Ruuang Kopi is not only focused on promotional activities but also plays a significant role in maintaining customer loyalty through effective communication, positive customer experiences, and customer engagement. These strategies help strengthen the brand image, encourage repeat visits, and build long-term relationships with customers.

Actions (login required)

View Item