DAFTAR ISI

DAFTAR ISI

HALAMAN JUDUL
HALAMAN PERSETUJUAN………………………………………………….………	i
HALAMAN PENGESAHAN…………………………………………………..………	ii
HALAMAN PERNYATAAN…………………………………………………..……...	iii
HALAMAN MOTTO…………………………………………………………...……...	iv
HALAMAN PERSEMBAHAN………………………………………………...………	v
KATA PENGANTAR………………………………………………..................………	vi
DAFTAR ISI………………………………………………...............………….………	vii
DAFTAR TABEL……………………………………………...............………….……	xi
DAFTAR GAMBAR……………………………………………...............……………	xii
ABSTRAK……………………………………………...............……........…………….	xiii
ABSTRACT……………………………………………...............……........…………….	xiv
BAB I PENDAHULUAN
1.1. Latar Belakang…...……………………………...............……........…………….	1
1.2. Rumusan Masalah..……………………………...............……........…………….	9
1.3. Tujuan Penelitian…………...............……........……………………....................	9
1.4. Manfaat Penelitian…...............……........……………………..............................	9
1.4.1. Manfaat Teoritis………..……………………………………………………	9
1.4.2. Manfaat Praktis………..…………………………………………………….	10
1.5. Kerangka Teori Konsep ………..………………………………………………..	10
1.5.1. Marketing Public Relations...……………………………………………...	10
1.5.2. Perencaan ( Planning )……………...……………………………………..	11
BAB II TINJAUAN PUSTAKA
2.1. Public Relations……………………………………………………………….....	14
2.1.1. Fungsi Public Relations ……………………………………………….........	15

2.1.2. Ruang Lingkup Public Relations……………………………………………	17
2.2. Strategi Public Relations…...………………………………………………….....	19
2.3. Account Executive……………………………………………………………......	21
2.3.1. Tugas dan Tanggung Jawab Account Executive ……………………………	22
2.3.2. Proses Kerja Account Executive…………………………………………......	23
2.4. Marketing Public Relations ………………...…………………………………...	25
2.4.1. Peran Marketing Public Relations………………………………………......	27
2.4.2. Xxxxxx-Xxxxxx Marketing Public Relations………………………………...	28
2.4.3. Pendekatan Marketing Public Relations………………………………….....	29
2.4.4. Three Ways Strategy Marketing Public Relations…………………………..	32
2.5. Loyalitas…………………………………………………………………….........	33
2.5.1. Jenis-Jenis Loyalitas Konsumen ………………………………..…………..	34
2.5.2. Karakteristik Pelanggan Loyal…………………………..…………………..	35
2.5.3. Keuntungan – Keuntungan Konsumen Loyal…………..…………………...	36
2.6. Penelitian Terdahulu……...……………………………………………………...	37
BAB III METODE PENELITIAN
3.1. Lokasi Penelitian…………………………………………………………………	40
3.2. Objek Penelitian………………………………………………………………….	40
3.3. Sumber Data……………………………………………………………………...	40
3.3.1. Data Primer………………………………..………………………………...	40
3.3.2. Data Sekunder………………………………..……………………………...	41
3.4. Teknik Pengumpulan Data………………………..……………………………...	41
3.5. Teknik Analisis Data………………………..……………………………............	43
3.6.Keabsahan Data………………………..……………………………....................	43
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1. Deskripsi Xxx Xxxxx a Dentsu Aegis Network Company…………......................	45
4.1.1. Sejarah Berdirinya Xxx Xxxxx a Dentsu Aegis Network Company...……….	46
4.1.2. Xxxx dan Misi Xxx Xxxxx a Dentsu Aegis Company..……………………….	52
4.1.3. Prestasi Xxx Xxxxx a Dentsu Aegis Company ..……………………………..	53

4.1.4. Struktur Organisasi………………………………………………………….	58
4.2. Xxxxx Penelitian…………………………………………………………………..	59
4.2.1. Strategi Marketing Public Relations Xxx Xxxxx a Dentsu Aegis Network Company …….……………………………………………………………...	61
4.2.2. Xxxxxx dan Kegiatan Marketing Public Relations Xxx Xxxxx a Dentsu Aegis Network Company ……………………………….…………………..	61
4.2.2.1. Xxxxx…………………………………………………………………......	61
4.2.2.2. Event…………………………………………………………………….	62
4.2.2.3. Publikasi………………………………………………………………...	70
4.2.2.4. Sponsorship…………………………………………………………......	73
4.2.2.5. Pidato (Speech) ……………………………………………………........	74
4.2.2.6. Booth Xxx Xxxxx…………………………………………………..........	75
4.2.3. Proses Pembuatan Program…………………………………………..............	76
4.2.4. Loyalitas Klien…………………………………………................................	78
4.2.5. Five Core Values Xxx Xxxxx…………………………...................................	88
4.3. Pembahasan…………………………………………............................................	91
BAB V PENUTUP
5.1. Simpulan…………………………………………................................................	102
5.2. Xxxxx…………………………………………......................................................	103
DAFTAR PUSTAKA
LAMPIRAN

DAFTAR TABEL

Tabel 1.1 Creative Advertising Agency Terbaik Menurut Xxxxxxx Mix……………………………………………………………………………	7
Tabel 2.1 Tabel Jenis Loyalitas Konsumen……………………………………………..	34
Tabel 4.1 Daftar Klien Xxx Xxxxx a Dentsu Aegis Network Company …………………	81

DAFTAR GAMBAR

Gambar 2.1 Bagan Pendekatan Marketing Public Relations…………………………...	30
Gambar 4.1 Dokumentasi Event Peduli Kampus………………………………………..	64
Gambar 4.2 Dokumentasi Kunjungan Akademik……………………………………….	65
Gambar 4.3 Dokumentasi Ulang Tahun Perusahaan ke-34…………………………….	66
Gambar 4.4 Dokumentasi Ulang Tahun Xxx Xxxxx ke-35……………………………..	67
Gambar 4.5 Dokumentasi Event CSR…………………………………………………...	69
Gambar 4.6 Dokumentasi Jalan-Jalan Bersama Klien…………………………………..	70
Gambar 4.7 Website Perusahaan………………………………………………………..	72
Gambar 4.8 Majalah Internal Perusahaan 27 MAGZ…………………………………...	72
Gambar 4.9 Dokumentasi pemberian Sponsorship Kepada STIKOM ITKP…………...	73
Gambar 4.10 Dokumentasi Pidato Xxxx Xxxxxx di Acara EMTEK Goes to Campus….	74
Gambar 4.11 Dokumentasi Booth Xxx Xxxxx di ADASIA 2018……………………….	75
Gambar 4.12 Staregi Pembuatan Program Xxx Xxxxx…………………………………..	77
Gambar 4.11 Strategi Marketing Public Relations……………………………………...	98