KHOERIYAH, Ma'arifatul (2025) Manajemen Relasi sebagai Strategi Public Relations Toko Besi Dunia Baja Kayu Putih untuk Membangun Brand Awareness. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Penelitian ini didasarkan pada ulasan Google Maps pada Toko Besi Dunia Baja Kayu Putih yang menerima rating sebesar 4,8 dari skala 5,0 dengan topik ulasan terbanyak terkait dengan pelayanan. Manajemen relasi dan kualitas layanan pelanggan menjadi dua hal yang saling berkaitan dalam dunia bisnis. Brand awareness Toko Besi Dunia Baja Kayu Putih selama ini terbentuk dari pengenalan terhadap produk yang dijual, bukan dari identitas atau nama toko itu sendiri. Masyarakat cenderung mengingat kualitas dan ketersediaan produk dibanding merek toko. Hal tersebut menjadi tantangan tersendiri dalam membangun brand awareness toko. Berdasarkan latar belakang tersebut, tujuan penelitian ini adalah untuk menganalisis manajemen relasi sebagai strategi public relations dalam membangun brand awareness Toko Besi Dunia Baja Kayu putih di pasar baja Indonesia. Pendekatan dalam penelitian ini yaitu pendekatan kualitatif dengan metode analisis deskriptif. Teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan dalam penelitian ini yaitu public relations zona 15, marketing mobile, dan pelanggan. Metode analisis data yang digunakan yaitu dengan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian ini adalah Dunia Baja Kayu Putih dalam manajemen relasinya menerapkan melalui program seperti penerapan SOP Basic Service Step (BSS), penggunaan media sosial, metode canvassing, program membership dan aplikasi sobat baja, dan layanan customer care. Implementasi program tersebut adalah untuk menciptakan pengalaman pelanggan yang positif dan menjalin hubungan personal dengan pelanggan. Pengalaman pelanggan yang positif sangat berpengaruh dalam membangun brand awareness bagi Dunia Baja Kayu Putih melalui rekomendasi pelanggan dan ulasan positif di platform digital seperti Google Maps.   ABSTRACT This research is based on a Google Maps review of Toko Besi Dunia Baja Kayu Putih which received a rating of 4.8 out of a scale of 5.0 with the most review topics related to service. Relationship management and customer service quality are two interrelated things in the business world. The brand awareness of Toko Besi Dunia Baja Kayu Putih has been formed from the recognition of the products sold, not from the identity or name of the store itself. People tend to remember the quality and availability of products compared to store brands. This is a challenge in building store brand awareness. Based on this background, the purpose of this study is to analyze relationship management as a public relations strategy for building brand awareness of Toko Besi Dunia Baja Kayu Putih in the Indonesian steel market. The approach in this study is a qualitative approach with a descriptive analysis method. Data collection techniques through observation, interviews, and documentation. The informants in this study are public relations zone 15, mobile marketing, and customers. The data analysis methods used are data reduction, data presentation, and conclusions drawn. The result of this research is that Dunia Baja Kayu Putih in its relationship management implements programs such as the implementation of SOP Basic Service Step (BSS), the use of social media, canvassing methods, membership programs and sobat baja applications, and customer care services. The implementation of the program is to create a positive customer experience and establish a personal relationship with customers. A positive customer experience is very influential in building brand awareness for Dunia Baja Kayu Putih through customer recommendations and positive reviews on digital platforms such as Google Maps.

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