STRATEGI MARKETING PUBLIC RELATIONS ALARIC COFFEE SHOP DALAM MENINGKATKAN JUMLAH PELANGGAN

Abstract

Alaric Coffee Shop is a company engaged in the field of coffee shops. The main product of Alaric Coffee Shop is named Signature Drink. Researchers raised the strategy of Public Relations Marketing Alaric Coffee Shop Bintaro South Jakarta to increase the number of customers. Marketing Public Relations is an important aspect in increasing the number of customers, because the customer is the foundation of business that keeps the business there, so the success in creating a focus in the minds of customers is to buy products at Alaric Coffee Shop.This research aims to reveal the public relations marketing strategies of Alaric Coffee Shop to increase the number of customer. The problem of the study how is the strategy of Alaric Coffee Shop uses to increases their of customers? The researches used a theory of Three Ways Strategies by Thomas L. Harris. The subject of this research was Public Relations Marketing, which consisted of a key informant and informant while the object of this research was the public relations marketing strategy used of Alaric Coffee Shop. The data were collected though non-participant observations, semi-structured interviews, literatures and documentations of research object. The results of this descriptive qualitative study were that Alaric Coffee Shop used public relations marketing strategies that focused on marketing divison, Three-way strategies. The strategies had been proven to increase the number of customers, they were push, pull and pass strategies. Push strategy was done by joining trade show and publications. Pull strategy was done by helding some events such as; live music, product placement, website and publications through social media. Pass strategy was done by giving charity.