Abstract

Tujuan penelitian ini adalah untuk menggambarkan Strategi Marketing Public Relations, yaitu melalui taktik pull strategy, taktik push strategy, dan taktik pass strategy yang dilakukan oleh Humas Daarut Tauhiid. Metode yang digunakan dalam penelitian ini adalah studi kasus kualitatif dengan teknik pengumpulan wawancara mendalam dan observasi partisipatorik pasif. Penelitian ini dilakukan melalui langkah-langkah: menentukan lokasi penelitian, menentukan metode penelitian, menentukan pemilihan informan, menentukan jenis dan sumber data, menentukan teknik pengumpulan data, dan akhirnya mengolah dan menganalisis data. Hasil penelitian ini menunjukkan bahwa dalam mempertahankan brand image perusahaan, Daarut Tauhiid tertarik menggunakan taktik pull strategy melalui iklan di berbagai media sosial serta televisi dan radio milik Daarut Tauhiid sendiri, yaitu MQ TV dan MQ FM. Taktik push strategy mendirikan beragam macam pesantren yang bisa dimasuki oleh segala jenjang usia, serta mengadakan kegiatan kegiatan seperti kajian yang diisi langsung oleh K.H Abdullah Gymnastiar sehingga mampu mengundang jama’ah yang sangat banyak. Taktik pass strategy melalui partisipasi aktif dalam kegiatan-kegiatan keagamaan, seperti pada aksi bela palestina dan lain sebagainya.


Kata Kunci: Strategi Marketing Public Relations, Marketing dan Humas, Daarut Tauhiid


 


 


The purpose of this research is to know the Strategy of Marketing Public Relations, namely: pull strategy tactics, push strategy tactics and pass strategy tactics conducted by the Marketing and Public Relations Daarut Tauhiid. The methods which used in this research is a qualitative case study with deep interviewing technique and participatory passive observation. The research has been done by following the steps: decide the location of research, determine the methods of research, pick over the selection of informant, classifi the genre and source of data, determine the technique of data collection, and finally processing data and analyse the data. The results of this study indicate that in maintaining the company's brand image, Daarut Tauhiid is interested in using pull strategy tactics through advertising in various social media and television and radio owned by Daarut Tauhiid own, namely MQ TV and MQ FM. Tactics of push strategy to establish various kinds of boarding schools that can be entered by all levels of age, and hold activities such as studies filled directly by K. H Abdullah Gymnastiar so as to invite jama'ah very much. Pass strategy tactics through active participation in religious activities, such as in the act of defending the palestine and so forth.


Keywords: Marketing Public Relations, Marketing and Public Relations, Daarut Tauhiid