IMPLEMENTASI STRATEGI MARKETING PUBLIC RELATIONS DALAM PENGELOLAAN CITRA MEREK

Septika Khairunnisa Almira, Suharyanti Suharyanti

Abstract


Gambaran terhadap strategi Marketing Public Relations (MPR) yang dilaksanakan oleh Bank Rakyat Indonesia (Bank BRI) dalam periode tahun 2013 di wilayah DKI Jakarta untuk mengelola brand image produk tabungan BRI Junio. Terkait dengan pemikiran James E. Grunig mengenai hubungan perusahaan dengan stakeholders, maka muncul peran MPR yang merupakan proses dari perencanaan. Strategi MPR penting untuk dirancang sebagai bentuk perencanaan yang cermat dan menyeluruh mengenai semua kegiatan yang mendorong minat beli serta kepuasan konsumen. Untuk alasan inilah Bank BRI berusaha menawarkan produk yang sesuai dengan kebutuhan, keinginan, dan minat konsumen. Strategi MPR yang dijalankan oleh Bank BRI menggunakan instrument sponsorship, di mana Bank BRI menyelenggarakan dua event besar untuk tabungan BRI Junio yaitu Junio Cycle Fest dan Junior Basketball League (JrBL) bekerja sama dengan pihak penyelenggara yang berbeda di tiap acara. Kedua acara tersebut secara positif berhasil mencapai tujuan perusahaan dalam hal menjaring target audiens, mengelola peningkatan brand image tabungan BRI Junio di masyarakat, dan akuisisi. Jenis penelitian ini adalah kualitatif di mana pengumpulan datanya menggunakan wawancara mendalam, dokumentasi, dan observasi. Hasil penelitian menunjukkan bahwa event yang dilaksanakan tersebut berhasil menaikkan jumlah akuisisi dan awareness audiens.

Description of how Bank Rakyat Indoesia (BRI) manage their Brand Image for their “Tabungan BRI Junio” product through a Marketing Public Relations Strategy in 2013 for DKI Jakarta. According to James E. Grunig about the relations between company and its stakeholders, MPR preset as a process of planning. MPR strategy is important as a form of detailed and thorough planning about all the activity that can push consumen buying interest and satisfaction. This is why BRI was offering a product that match consumen needs, desire, and interest. BRI use sponsorship as its strategic instrument, where BRI held two major events for its “Tabungan BRI Junio” product, the events called “Junio Cycle Fest” and “Junior Baseketball League (JrBL)”, and BRI teamed up with different partner for each events. Both of these events had fulfilled their purpose in attracting target audiences, manage brand image, and acquisition. This research is a qualitative research where the data was gained by using indepth interview, documentation, and observation. Result from this research showed that the events had succesfully improved total acquisitions and audience awareness of the product.


Keywords


marketing public relations, sponsorship, tabungan BRI Junio, brand image, marketing public relations, sponsorship, tabungan BRI Junio, brand image

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