Strategi Marketing Public Relations Dalam Meningkatkan Jumlah Pelanggan Pada Produk Sanqua Di PT Wahana Inti Mas

Abstract

This study aims to determine how the strategy Marketing Public Relations  in SanQua Product at PT Wahana Inti Mas in incrasing the number of customers? The research problems is ho Marketing Public Relations strategies of PT Wahana inti Mas increasing the number of customers?. Researchers used the theory of Three Ways Strategy (Push, Pull, & Pass Strategy) by Thomas L. Harris with descriptive qualitative research methods. This research subject is Marketing Public Relations PT Wahana Inti Mas, the subject consists of key informants and informant. Object of research is focused on the activities of Marketing and Public Relations in increasing the number of customers in PT Wahana Inti Mas. The collection of data obtained through observation nonparticipant, semistructur interview, book study in PT Wahana Inti Mas and obtain data from documentation and observations about the object of research. The research result obtained that strategy Marketing Public Relations of PT Wahana Inti Mas has managed to do the activities increase the number of customers using Three Ways Strategy Push Strategy attend the exhibition every year, personal selling door to door, different price, special price, special payment term credit and DO, discount target, merchants. Pull Strategy from media event, as Pondok Indah Green Fast, web sites using web sites SanQua as product information, product placement such as merchant of t-shirt, umbrella, pen, bag, jacket, publications using social media as instagram and facebook for documentations, activities, promotion dan publication of SanQua product, Pass Strategy doing charity participating in donating funds and products for Banten earthquake victims and supporting events such as August 17 and other big event. Therefore, theoretically this research will contribute in the development of communication science on Public Relations. Practically this research become consideration Public Relations in increasing the number of customers in SanQua Product at PT Wahana Inti Mas.