ABSTRAK
Penelitian ini membahas mengenai praktik kehumasan dalam bentuk ajang khusus marketing public relations yang diimplementasikan dalam kegiatan Pop up store di Palugada Streetwear yang dilakukan di Coffee shop Kota Bandung. Penelitian ini bertujuan untuk mengetahui praktik kehumasan yang dilakukan jenama fesyen Palugada Streetwear pada ajang khusus marketing public relations. Peneliti menggunakan metode kualitatif dengan pendekatan studi kasus menurut Robert K Yins dengan menggunakan metode pengumpulan data wawancara mendalam, observasi, studi kepustakaan dan studi dokumentasi. Berdasarkan hasil penelitian, terdapat proses pada ajang khusus marketing public relations menurut Soemirat & Ardianto (2008) berupa pra produksi yang memiliki strategi diantaranya adalah Fact finding, Planning programming, Takeaction Communication Evaluating lalu pada hasil produksi berupa ajang khusus pop up store oleh Palugada Streetwear dan pada pasca produksi berupa evaluasi dari hasil acara yang dimonitor oleh marketing director dan evaluasi dari social media listening menggunakan Instagram business untuk mengetahui feedback dari insight serta algoritma pada media social tersebut.
Kata Kunci: Ajang khusus, marketing public relations, praktik kehumasan, Pop Up Store
ABSTRACT
This research discusses public relations practices in the form of a special marketing event for public relations which is implemented in Pop up store activities in Palugada Streetwear which are carried out at the Coffee shop in Bandung City. This research aims to find out the public relations practices carried out by the Palugada Streetwear fashion brand at a special event for marketing public relations. Researchers use qualitative methods with a case study approach according to Robert K Yins by using in-depth interview data collection methods, observations, literature studies and documentation studies. Based on the results of the research, there is a process in a special event marketing public relations according to Soemirat & Ardianto (2008) with a pre-production that has a strategy including Fact finding, Planning programming, Takeaction Communication Evaluating then in the production results in the form of a special pop up store event by Palugada Streetwear and in post-production in the form of an evaluation of the results of the event monitored by the marketing director and evaluation of social media listening using Instagram business to find out feedback from insights and algorithms on social media.
Keywords: marketing public relations, public relations practices, pop up store, special event.