PERAN PUBLIC RELATIONS OFFICER DALAM MENINGKATKAN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA OMUS PT. ASELI DAGADU DJOKDJA)

MUHAMMAD ALDIANO MAJID, NIM. 11730017 (2015) PERAN PUBLIC RELATIONS OFFICER DALAM MENINGKATKAN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA OMUS PT. ASELI DAGADU DJOKDJA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research was conducted to describe the role of public relations by Public Relations Officer of PT. Aseli Dagadu Djokdja in order to improve the image of OMUS. OMUS is one brand that is owned by PT. Aseli Dagadu Djokdja. PT. Aseli Dagadu Djokdja been choosen because it is the first company that make an idea about alternative souvenir in Yogyakarta. Beside that, the researcher choose OMUS because it has different segment from Dagadu Djokdja and also the difference in terms of design on their producs. OMUS also had their own store outside the Dagadu Djokdja’s brand. Because of that, OMUS had their own image in the customer’s mind and there is the need for improvement of the brand image by the role of Public Relations Officer. This research using descriptive qualitative approach with descriptive methods. The subjects were Public Relations Officer division of PT. Aseli Dagadu Djokdja and the other interest parties in it. While the object of research is the role of the Marketing Communication Officer division in term of improving the image of OMUS. The data collected by observation, depth interview and documentation. Methods of analysis data using reduction data, presentation data and verification. Then, the data validity technique uses triangulation sources technique. The results showed that Public Relations Officer of PT. Aseli Dagadu Djokdja use the four roles categories according to Dozier and Broom concept’s, that are expert prescriber, communicatin facilitator, problem solver process facilitator and common technician. Some programs that used to improve the image of OMUS are OMUS Smart Class, Youth For Earth, Pitpaganda, Indoor Training for Garda Depan and OMUS Spirit of Ramadhan.

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