Strategi Marketing Public Relations Sabandina Koffie Untuk Membangun Brand Recognition

Abstract

Public relations marketing strategy is one of the important instruments in running a business in this digital age. Sabandina Koffie realizes how crucial this role is in building brand recognition in the community. The aim of this research is to understand and describe the public relations marketing strategy of Sabandina Koffie in building brand recognition. This research uses a descriptive qualitative research method. The data sources in this study were obtained from interviews, observations, and documentation. The collected data were analyzed using qualitative analysis methods, which consist of data reduction, data presentation, and drawing conclusions. Then, for data validation in this study, triangulation is used. The triangulation employed is source triangulation. The results of this research indicate that Sabandina Koffie employs push marketing, pull marketing, and pass marketing strategies. The pull strategy is implemented by utilizing advertising and sales discounts to attract potential customers who are curious and want to know more about Sabandina Koffie, as well as contemporary marketing videos to convey the intended message more comprehensively. Meanwhile, the push marketing strategy is carried out through point of sales focused on Sabandina Koffie's signature product, Kopi Legit, as the flagship product. On the other hand, pass marketing is executed through collaboration with House Of Cuts by exchanging used pants for discounts applicable at Sabandina Koffie. However, among the three strategies mentioned above, the ones that play a significant role in building brand recognition for Sabandina Koffie are pull marketing and push marketing strategies. One of the key tools for managing a firm in the digital age is a public relations marketing plan. Sabandina Koffie is aware of the significance of this function in fostering community awareness of the brand. The purpose of this study is to comprehend and characterize Sabandina Koffie's public relations marketing approach for increasing brand recognition. A descriptive qualitative research methodology is used in this study. This study's data sources were from observations, interviews, and documentation. Qualitative analytical techniques, which include data reduction, data presentation, and conclusion drawing, were applied to the acquired data. Triangulation is then employed in this study to validate the findings. Source triangulation is the method of triangulation used. The study's findings show that Sabandina Koffie implements pull marketing, push marketing

Strategi marketing public relations merupakan salah satu instrument penting dalam menjalankan sebuah bisnis di era yang sudah serba Digital. Sabandina Koffie menyadari akan betapa pentingnya peran tersebut untuk dapat membangun sebuah brand recognition di masyarakat. Tujuan dari penelitian ini adalah mengetahui dan mendeskripsikan strategi marketing public relations Sabandina Koffie untuk membangun brand recognition. Penelitian ini menggunakan metode penelitian Kualitatif deskriptif. Sumber data pada penelitian ini diperoleh dari hasil wawancara, observasi, dan dokumentasi. Data yang terkumpul, dianalisis dengan menggunakan metode analisis kualitatif yang terdiri dari reduksi data, penyajian data, dan penarikan kesimpulan. Kemudian untuk validasi data di penelitian ini menggunakan triangulasi. Triangulasi yang digunakan adalah triangulasi sumber. Hasil dari penelitian ini menunjukan bahwa Sabandina Koffie menggunakan strategi push marketing, pull marketing dan Pass marketing Strategi pull dilakukan dengan memanfaatkan periklanan, diskon penjualan, untuk menarik calon customer yang penasaran dan ingin tau tentang Sabandina Koffie, serta video pemasaran yang kekinian agar pesan yang ingin disampaikan lebih lengkap. Kemudian pada strategi push marketing dilakukan dengan point of sales yang tertuju pada signature product dari Sabandina Koffie yaitu Kopi Legit sebagai produk unggulan dari Sabandina Koffie, sedangkan pass marketing dilakukan dengan bekerja sama dengan House Of Cuts dengan cara menukar celana bekas yang bisa menjadi potongan harga dan berlaku di Sabandina Koffie. Namun dari ketiga strategi di atas, yang memiliki peran cukup tinggi dalam membangun brand recognition dari Sabandina Koffie yakni, strategi pull marketing dan push marketing.