AKTIFITAS MARKETING PUBLIC RELATIONS UNTUK MENINGKATKAN JUMLAH PESERTA KURSUS Studi Pada Manajemen Lembaga Bimbingan Belajar Primagama TuguMalang

Nawira, Nawira (2009) AKTIFITAS MARKETING PUBLIC RELATIONS UNTUK MENINGKATKAN JUMLAH PESERTA KURSUS Studi Pada Manajemen Lembaga Bimbingan Belajar Primagama TuguMalang. Other thesis, University of Muhammadiyah Malang.

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Abstract

According to Charles R. Wright, as adopted by Djanalis Djanaid (1993: 7) in his book, “Public Relation dalam Teori dan Praktek”, activity is an action, which has bustle quality to collect and to distribute information about events taken place in an environment either inside or outside of a certain society. Marketing Public Relation is a program planning and evaluation process to motivating purchasing interest and consumer satisfaction, through information delivery and convincing image as the effort to stimulate product and service usage and at the same time to give added value. As Ruslan (2002: 257) suggested that marketing public relation is a combination (synergy) between program and marketing strategy implementation with PR work program activity in order to expand marketing and to gain the customers’ satisfaction. The research problem is how the activity of marketing public relation to increase course member amounts in Primagama Tugu Learning Guidance Institution of Malang. While the research purpose is to know and to describe the activity of marketing public relation done by Primagama Tugu Learning Guidance Institution to increase course member amounts. Type of this research is descriptive qualitative, which using interview and documentation technique to collect data. Information sources use purposive sampling technique, so it is obtained 2 primary informants and 5 secondary informants. The obtained data is analyzed by using descriptive qualitative analysis technique that included induction process. For data validation technique uses sources triangulation technique, which later it will be used as data comparator to one another informant. From the research results, it is known that activity of marketing public relation in Primagama Tugu Learning Guidance Institution of Malang is conducting work process in phases: fact finding using market opportunity analysis and start to conduct planning stage by determining marketing objective and target. It is continued by acting/implementation process that is selecting a proper media by attempting to do market share through both personal and direct selling activities on the superior schools. It is also supported by street banner and brochures. The second strategy is determining differentiation through both teaching manner in the form of smart solution and giving cash back money for those who can invite his/her friends to join in Primagama Learning Guidance Institution. The third strategy is improving its service quality. Fourth, giving scholarship and discount to improve course aspirants’ motivation. In the last stages is evaluation, where activities and program performance and obstruction levels are measured. Keywords: Activity, marketing activity, and marketing public relations.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 22 Jun 2012 02:30
Last Modified: 22 Jun 2012 02:30
URI: http://eprints.umm.ac.id/id/eprint/9021

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