Strategi Marketing Public Relations Dalam Mempertahankan Kerja Sama Dengan Distributor Pada PT Royal Puspita Jakarta

Abstract

This research aims to determine how marketing public relations strategy in maintaining
cooperation with distributors in PT Royal Puspita Jakarta. The research question posed is how marketing
public relations strategy in maintaining cooperation with distributors in PT Royal Puspita Jakarta. This
research method is qualitative descriptive. The research subject is marketing public relations. The object
of this research is the strategy of maintaining cooperation with distributors. Data collection was
obtained through observation, in-depth interviews were conducted on the division of marketing public
relations and distributors of PT Royal Puspita. Data is obtained through literature studies and
documentation from various media. The theory used in this research is theory of three way startegyby
Thomas L. Haris called strategy of pull, push and pass. The research paradigm is post positivism. The
results showed that Push strategy was shown to encourage sales so possible to maintain cooperation
with distributors by establishing sister companies, personal selling, special payment terms and giving
free samples. Pull strategy was shown to attract public attention, especially distributors, by helding
exhibitions at HK Toys & Games Fair. Pass Strategy was to influence the publicby reaching the emotional
side psychologically which can lead to public opinion that the company has a good reputation. The
activity is conducting CSR (corporate social responsibility) and joining the APMI (Indonesian Toy
Entrepreneurs Association) institution.The conclusion of this research is PT Royal Puspita uses the
concept of Three ways strategy to imply marketing public relations activities in order to maintain
cooperation with distributors. Theoretical advice for other researchers who want to do similar research is
expected to conduct their research from different perspectives so they can broaden the readers
knowledge. Practical advice for PT Royal Puspita is expected to be consistent, always innovate with its
strategies and maximize the function of social media.