Strategi Marketing Public Relations PT Kursat Property Dalam Membangun Brand Awareness Perumahan Grand Tajur Mansion
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Abstract
Public relations marketing strategy in building public brand awareness is very important because with this strategy, the company's goal of creating brand memory in the community can be achieved, thus impacting increased sales in the future. PT Kursat Property in the last three years has only been able to sell one house unit, which indicates low public brand awareness. This study aims to determine the Public Relations Marketing Strategy of PT Kursat Property in building brand awareness of Grand Tajur Mansion using the Pull, Push, Pass strategy model from Thomas L. Harris. The method used is descriptive qualitative, data collection through interviews, observation, and documentation. Data analysis model Miles and Huberman, and validity with source triangulation. The results of the study show that the Pull strategy is carried out through social media, websites and print, the intensity is still low. The Push strategy has not been implemented because it does not have MPR experts. The Pass strategy is carried out through open tables and gatherings, which have a positive impact on sales. The researcher's suggestion is to increase the intensity of digital promotions, form an MPR team, and hold customer gatherings.
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