STRATEGI MARKETING PUBLIC RELATIONS PT BUMI TAHFIDZ INDONESIA DALAM MEMBENTUK BRAND IMAGE KAMPUNG TAHFIDZ JATILUHUR

Kurniasih, Kurniasih (2022) STRATEGI MARKETING PUBLIC RELATIONS PT BUMI TAHFIDZ INDONESIA DALAM MEMBENTUK BRAND IMAGE KAMPUNG TAHFIDZ JATILUHUR. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The sharia property business continues to increase in Indonesia because it has the largest number of Muslims in the world. PT Bumi Tahfidz Indonesia as one of the sharia property companies with a product called Kampung Tahfidz Jatiluhur (KTJ) which offers plots of villas and durian gardens as well as the concept of Islamic tourist areas requires marketing public relations (MPR) to determine strategies in forming a brand image to have high competitiveness. The purpose of this study is to determine the strategy of the MPR of PT Bumi Tahfidz Indonesia in forming the brand image of KTJ as an Islamic tourist area using descriptive qualitative methods and data collection techniques through interviews, observations and documentation. The theory used refers to the MPR strategy proposed by Thomas L Harris, namely the pull, push and pass strategy. The results showed that PT Bumi Tahfidz Indonesia implemented the MPR strategy in forming a brand image as an Islamic tourist area through a pull strategy by maximizing product promotion activities and site surveys to attract public attention. Push strategy through publications on social media, education on the concept of sharia and passive income, partner cooperation, family gathering and rewarding with the aim of encouraging marketing. Pass strategy through progress information, legal security and granting of buyer rights, buyer testimonials and brand ambassadors to participate in social activities to create profitable public opinion. Keywords: Brand Image, Islamic Tourist Area, Marketing Public Relations, Sharia Property

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