STRATEGI MARKETING PUBLIC RELATIONS SHOWROOM PT HONDA ARISTA SUDIRMAN PEKANBARU DALAM MEMPENGARUHI KEPUTUSAN KONSUMEN
Abstract: Today there are very
rapid progress in the fields of business and commerce in Indonesia, so as to
encourage companies to act practical and economic within business to dominate
market share. It is basically the final destination to delivery of the product
is a consumer, while the condition of consumers are now already able to act
logically so that is more selective toward the purchase of goods. With the
level of car sales competition in Pekanbaru, showroom PT Honda Arista Sudirman
Pekanbaru devise a proper strategy and deemed the most effective this time is
to harness the power of Public Relations marketing activities while enhancing
the company's image is the marketing and public relations (MPR). This research
aims to analyze the strategy of marketing public relations which used by
showroom PT Honda Arista Sudirman Pekanbaru in influencing consumer decisions,
it is to determine the pull, push, and pass strategy that used, and the
obstacles encountered in performing that strategy of marketing public relations.
This research uses descriptive qualitative research method. Informants in
this research are the branch manager of showroom PT Honda Arista Sudirman
Pekanbaru, CCO, Sales and Marketing, consumers and potential consumers by using
purposive sampling technique. Data collection techniques are using
observations, interviews and documentation.
The results of the research showed that strategy of marketing public
relations showroom PT Honda Arista Sudirman Pekanbaru which used to influence
consumer decisions is the three ways strategy. Three strategies these are pull,
push and pass respectively opportunity to influence consumers in making
purchasing decisions. However, in implementing this strategy also found some
constraints, namely, cost and budget constraints in running the program,the
increasing number of competitors in the business world automotive industry,and
in structurally CCO(public relations) position does not have its own division
still below the general bureau so that it causes the CCO does not have full
authority over decisions designed.
Penulis: Dea Thania Qodisiyah,
Evawani Elysa Lubis
Kode Jurnal: jpkomunikasidd140343
