Three Ways Strategy Marketing Public Relations (MPR) dalam Meningkatkan Loyalitas Konsumen

Husna, Anisa Fadhila (2023) Three Ways Strategy Marketing Public Relations (MPR) dalam Meningkatkan Loyalitas Konsumen. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

The tight competition in the hotel industry in Bekasi Regency offers more modern services and facilities that make consumers remain loyal. Primebiz Cikarang Hotel's marketing public relations applies a three-way strategy to create a special strategy to maintain and increase consumer loyalty. The purpose of this research is to find out the three ways strategy marketing public relations (MPR) Hotel Primebiz Cikarang in increasing consumer loyalty. The theory used in this research is the three ways strategy. Qualitative descriptive method systematically, factually, and accurately. Data collection techniques were carried out using semi-structural interviews, and the results of observations were supported by documentation in the form of data and pictures. The results of this study indicate that Primebiz Cikarang Hotel applies a three-way strategy consisting of (1) Pull strategy by creating promo packages and providing services to prioritize customer satisfaction. (2) Push Strategy by collaborating with external media, social media publications and print. (3) Pass Strategy by providing airport shuttle services and holding social activities. In applying the three theoretical strategies to increase consumer loyalty, it appears that the pull strategy is the most prominent element in the marketing public relations efforts of Hotel Primebiz Cikarang.

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