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HERLAMBANG, TAUFAN (2009) STRATEGI MARKETING PUBLIC RELATIONS (MPR) PADA RUMAH MAKAN(Studi pada Kedai Assalammu’alaikum Malang). Other thesis, University of Muhammadiyah Malang.

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Nowdays, as fight as competition in culinary business, in this case Restaurant, has make businessman in this field to work optimally to increase their product quality. In order to win the competition, they need to combine the perfect marketing strategies and socializations (public relations). Marketing Public Relations (which is the combination between those both aspects above) is one of important part in restaurant business. In order to be ready to achieve a good promotion and to find consumer satisfaction. The object of the research is Assalamu’alaikum Restaurant, which is established in March 2007, located in front of Muhammadiyah Universities of Malang. Main problem discuss in this research is how the Marketing Public Relations Strategy is conducted in Assalamu’alaikum Restaurant. The purpose of the research is to find out and to analyze the application and the reason why the restaurant use the strategy, furthermore, as evaluation to the strategy conducted and the number of visitor or consumer. This research is descriptive qualitative research. The source of the data is the Owner, Operational Manager, Kitchen Manager, and Service Manager of Assalamu’alaikum Restaurant. Data collections are based on interview and documentations such as picture and table. In this research, the writer use domain analysis, which is an analysis that used to get common / general description about what is included or focus on problem that is being research. Based on field research, it found out that the restaurant has conducted / applied Marketing Public relations by using consumer base to determine market segment. The second strategy use is by composing a draft of marketing strategy by promotion. Third is by making marketing breakthrough which is innovative and creative. Next is by increasing restaurant service and facilities. In order to achieve consumer satisfactory. The last strategy is cooperating with extern personnel to restaurant positive image.

Item Type: Thesis (Other)
Subjects: J Political Science > JA Political science (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Anwar Jasin
Date Deposited: 27 Apr 2012 05:52
Last Modified: 27 Apr 2012 05:52

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