STRATEGI MARKETING PUBLIC RELATIONS KEDAI SS (SERBA SAMBAL) CABANG KEDOYA DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN

Abstract

Kedai Serba Sambal Kedoya is a restaurant that provides a variety of Indonesian's culinary. Kedai Serba Sambal Kedoya is a new restaurant that has been started since 3 years ago. So, Kedai Serba Sambal Kedoya has many similar competitors because aside from providing a variety of Indonesian's cuisine/culinary, they also provides various (variety of sauce). This study aims to determine how the Marketing Public Relations strategy of Kedai Serba Sambal Kedoya in maintaining customer loyalty. The formula, is about how the marketing Public Relations strategy of Kedai Serba Sambal (SS) Kedoya branch in maintaining consumer loyalty. In this study, researchers used the theory of the MPR Concept Three Ways Strategies (Harris & Whalen, 2006) Pull, Push and Pass strategy. This research method is using descriptive qualitative research method. The results of this study indicate that the Marketing Public Relations strategy of the Kedai Serba Sambal (SS) Kedoya branch by means of the Pull strategy technique, which is to attract the attention of consumers through event programs on food delivery platforms. The push strategy carried out by Kedai Serba Sambal (S)S Kedoya is to encourage consumers to buy new products or menus that are launched. And the Pass strategy is to create a good public image by improving services so that consumers are comfortable and safe when eating at place.