| dc.contributor |
Fakultas Ilmu Komunikasi |
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| dc.creator |
Patilaya, Dendy Nugraha |
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| dc.creator |
Drajat, Subur |
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| dc.date |
2019-08-08 |
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| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/17245 |
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| dc.description |
Abstract. Many business competition food and beverage (F & B) demanding culinary businesses to always innovate to draw consumers.One business competitors Ismaya groups is Boga Group, Jaddi Group, OPCO, Union Group, Potato Head Group, Red Square Group, Urban Concepts Indonesia and Lifestyle Unlimited, and others. Company have the concept of the same business. It makes Ismaya with various brand restaurant and has catering and event organizer to work hard created the public interest as customers. It , Ismaya group promote cards “Ismaya Lifestyle Card ( ILC )” use strategy marketing public relations with the purpose and objective to capture the excited become a member of the card. The purpose of this research, to know strategy marketing public relations Ismaya Lifestyle Card. Marketing strategy to know how created public relations Ismaya in using Ismaya Lifestyle Card (ILC). To see if Ismaya group should use marketing public relations Ismaya Lifestyle Card (ILC). Research methodology qualitative perspective case study Robert k.Yin more to map single technique case analysis in the analysis strategy marketing public relations Ismaya Lifestyle Card. Drawing conclusions: strategy marketing public relations Ismaya used when promoting ILC cards have managed to make a huge difference and it is targeted at consumers who had managed to become a member of the Ismaya Lifestyle Card (ILC).Keywords : Strategy, Marketing Public Relations, Ismaya Group. Abstrak. Banyaknya persaingan bisnis food and beverage (F & B) menuntut pebisnis kuliner untuk selalu berinovasi agar menarik konsumen. Salah satu yang menjadi pesaing bisnis Ismaya Group yaitu Boga Group, Jaddi Group, OPCO, Union Group, Potato Head Group, Red Square Group, Urban Concepts Indonesia and Lifestyle Unlimited, dan lain sebagainya. Perusahaan- perusahaan tersebut memiliki konsep bisnis yang sama. Hal itu membuat Ismaya yang mempunyai bermacam brand restoran serta memiliki katering dan event organizer harus bekerja keras menciptakan daya minat masyarakat sebagai pelanggan ataupun konsumennya. Maka dari itu, Ismaya Group mempromosikan kartu “Ismaya Lifestyle Card (ILC)” menggunakan strategi marketing public relations dengan maksud dan tujuan untuk menjaring masyarakat agar tertarik menjadi member kartunya. Tujuan penelitian ini, untuk mengetahui strategi marketing public relations Ismaya dalam menggunakan Ismaya Lifestyle Card. Untuk mengetahui cara menciptakan strategi marketing public relations Ismaya dalam menggunakan Ismaya Lifestyle Card. Untuk mengetahui mengapa Ismaya Group harus menggunakan strategi marketing public relations dalam menggunakan Ismaya Lifestyle Card. Metode penelitian kualitatif dengan perspektif studi kasus Robert K. Yin yang lebih berupaya memetakan teknik single case analysis pada analisis strategi marketing public relations dalam menggunakan Ismaya Lifestyle Card. Simpulan : Strategi marketing public relations yang digunakan Ismaya pada saat mempromosikan kartu ILC telah berhasil memberikan pengaruh yang besar sehingga dengan hal itu konsumen yang di targetkan telah berhasil menjadi member dari kartu Ismaya Lifestyle Card.Kata Kunci : Strategi, Marketing Public Relations, Ismaya Group. |
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| dc.format |
application/pdf |
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| dc.language |
eng |
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| dc.publisher |
Prosiding Hubungan Masyarakat |
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| dc.publisher |
Prosiding Hubungan Masyarakat |
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| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/17245/pdf |
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| dc.rights |
Copyright (c) 2019 Prosiding Hubungan Masyarakat |
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| dc.source |
Prosiding Hubungan Masyarakat; Vol 5, No 2, Prosiding Hubungan Masyarakat (Agustus, 2019); 526-532 |
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| dc.source |
Prosiding Hubungan Masyarakat; Vol 5, No 2, Prosiding Hubungan Masyarakat (Agustus, 2019); 526-532 |
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| dc.source |
2460-6510 |
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| dc.subject |
Hubungan Masyarakat |
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| dc.subject |
Strategi, Marketing Public Relations, Ismaya Group |
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| dc.title |
Strategi Marketing Public Relations Ismaya Group |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
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