PERAN HUBUNGAN MASYARAKAT PT KERETA API PARIWISATA DALAM MEMPROMOSIKAN PRODUK TOUR AND MICE

Abstract

This study aims to find out how the role of Public Relations applied by PT Kereta Api Pariwisata in promoting Tour and Mice products. The research question posed is what is the role of PT Kereta Api Pariwisata Public Relations in promoting Tour and Mice products? The research method used is descriptive qualitative. The subject of this research is the Public Relations of PT Kereta Api Pariwisata and the object of the research is the Role of Public Relations of PT Kereta Api Pariwisata in Promoting Tour and Mice Products. The concept used in this study is the concept of the Role of Public Relations by Cutlip, Center, and Broom. The paradigm of this research is Constructivism. Data were obtained from non-participant observations, semi-structured interviews, and obtained data from literature studies and relevant documentation. The results of this study indicate that the role played by Public Relations of PT Kereta Api Pariwisata in promoting Tour and Mice products has been carried out with programs established by the company so that many people are starting to get to know Tour and Mice products at PT Kereta Api Pariwisata. The role played by Public Relations of PT Kereta Api Pariwisata in promoting Tour and Mice products is as a communicator, fostering relationships, as back up management, and forming a good image maker. The conclusion of this study is that the Public Relations of PT Kereta Api Pariwisata has carried out its role well in accordance with the concept of the role of Public Relations by Cutlip, Center, and Broom.