MARKETING PUBLIC RELATIONS PT DJARUM KUDUS (STUDI DESKRIPTIF KUALITATIF PADA CORPORATE AFFAIRS DALAM PEMASARAN UNTUK MENGHADAPI PERATURAN PEMERINTAH NO. 109 TAHUN 2012)

ETI PURNANINGRUM , NIM. 10730048 (2014) MARKETING PUBLIC RELATIONS PT DJARUM KUDUS (STUDI DESKRIPTIF KUALITATIF PADA CORPORATE AFFAIRS DALAM PEMASARAN UNTUK MENGHADAPI PERATURAN PEMERINTAH NO. 109 TAHUN 2012). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

This research aims to see Corporate Affairs’s activity through PT Djarum Kudus. On this research using Public Relations Marketing Rusady Ruslan theory to analize. This Public Relations Marketing function is interesting to research, because the cigarette industry have to struggle through government regulations number 109/2012. This regulation issued about the beverage safety which contain cigarette addictive ingredient for healthy. Contents of policy which concern directly discuss cigarette industry is second part about "Production and Import" and third part about "spreading". This study discusses the marketing strategies undertaken by PT Djarum associated with the government’s policy. This research using qualitative descriptive research method to describe what kind of strategies used Corporate Affairs to support marketing activities. The research subject is Corporate Affairs PT Djarum and the research object is Public Relations Marketing. Type of data used is Primary data and secondary data through the technique of collecting data, such as interview, observation and literature. To analyze collected data using The model of Miles and Huberman including three components : Data Reduction, data presentation, and Conclusion withdrawal. The data validity using triangulation of data sources. The result of this research is Public Relation activities undertaken by Corporate Affairs to help the functions of marketing. Function of Marketing done by Corporate Affairs doesn’t affect directly Sales of company’s product. Characteristic of activities performed in below the line way whose influence can’t be measured directly. Those activities dont carry the name of the product, but using its foundation, PT.Djarum perform its social responsibility. Public Relations Activities performed in support of the marketing functions, also known as Marketing and Public Relations at the Corporate Affairs cant be done fully, like other companies. It’s still constrained by the existence of the pros and cons in society realm and existence of government regulations .

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