STRATEGI MARKETING PUBLIC RELATIONS RUMAH IDE COFFEE DALAM MENINGKATKAN JUMLAH PELANGGAN

Abstract

Rumah Ide Coffee is a company engaged in the food and beverage sector. The main product of Rumah Ide Coffee is Signature Drink. The researcher raised the Public Relations Marketing strategy of Rumah Ide Coffee Bilal Medan Timur to increase the number of customers. Public Relations Marketing is an important aspect in increasing the number of customers, because customers are the foundation of the business that keeps the business going, so that success in creating focus in the minds of customers to buy products at Rumah Ide Coffee. This study aims to reveal the public relations marketing strategy of Rumah Ide Coffee to increase the number of customers. The formulation of the problem in this study is what strategy is used by Rumah Ide Coffee to increase the number of its customers? This study uses the Three Ways Strategies theory from Thomas L. Harris. The subject of this study is Public Relations Marketing consisting of key informants and informants while the object of this study is the public relations marketing strategy used by Rumah Ide Coffee. Data were collected through non-participant observation, semi-structured interviews, literature studies and documentation from the research object. The results of this descriptive qualitative study are that Rumah Ide Coffee uses a public relations marketing strategy that focuses on the marketing division, namely the three way strategy. This strategy has been proven to be able to increase the number of customers, namely the push, pull, and pass strategies. The push strategy is carried out by participating in trade exhibitions and publications. The pull strategy is carried out by organizing several events such as; live music, product placement, website, and publication through social media. The pass strategy is carried out by providing donations.