SYMBOLIC INTERACTION: MARKETING PUBLIC RELATIONS IN PRIVATE ISLAMIC UNIVERSITY

Tresna Wiwitan

Abstract


Marketing Public Relations (Marketing PR) activities, this includes universities Marketing PR is a synergy between marketing activities and public relation strategy. This concept does not only market or sell product/service but also create, nurture and maintain the institution’s positive image. Bandung Islamic University (Unisba) is one of the private islamic universities implementing Marketing PR activities. The objective of this research is to acknowledge and to analyze: 1) The meaning of Marketing PR to Public Relations and Promotional Team, 2) The experience of Public Relations and Promotional Team in conducting the Marketing PR activities. This research uses qualitative research, constructivist paradigm with a phenomenology approach. The theory used is the symbolic interaction, sampling technique is conducted purposively. The result of this research explains that; based on the experience, Public Relations and promotional team must have managerial, public speaking and public relations capabilities in educating High School students.


Keywords


Promotion; Social Media; Symbolic Interaction

Full Text:

PDF

References


Alifahmi, H. (2015). Integrating Corporate and Marketing Communications: Delapan Model Kolaborasi Branding, Public Relations, Iklan, dan Promosi. PUBLIC RELATIONS INDONESIA, 28.

Arief, N. N., & Saputra, M. A. A. (2019). Kompetensi Baru Public Relations (PR) Pada Era Artificial Intelligence. Jurnal Sistem Cerdas, 2(1), 1-12.

Athar, H. S. (2021). THE IMPACT OF MARKETING MIX ON THE PURCHASE DECISION WHEN BORROWING CONSUMER LOANS. Amwaluna: Jurnal Ekonomi dan Keuangan Syariah, 5(1), 40-49.

Creswell, J. (2014). Penelitian kualitatif & desain riset: Memilih di antara lima pendekatan.(A. Lazuardi, Trans.). Yogyakarta: Pustaka Pelajar.(Original work published 1998).

Febriadi, S. R. (2017). Aplikasi maqashid syariah dalam bidang perbankan syariah. Amwaluna: Jurnal Ekonomi dan Keuangan Syariah, 1(2), 231-245.

Grunig, L. A. (2013). Toward the philosophy of public relations. Rhetorical and Critical Approaches to Public Relations II, 65-91.

Hartini, T. (2019). UPAYA PERHUMAS DALAM MENINGKATKAN KOMPETENSI PUBLIC RELATIONS. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya, 4(1), 32-57.

Hasbiansyah, O. (2008). Pendekatan fenomenologi: Pengantar praktik penelitian dalam Ilmu Sosial dan Komunikasi. Mediator: Jurnal Komunikasi, 9(1), 163-180.

Harris, T. L., & Whalen, P. T. (2006). The marketer's guide to public relations in the 21st century. Belmont, CA.

Kriyantono, R., & Sos, S. (2015). Public relations, issue & crisis management: pendekatan critical public relation, etnografi kritis & kualitatif. Kencana.

Kuswarno, E. (2009). Fenomenologi: metode penelitian komunikasi: konsepsi, pedoman, dan contoh penelitiannya. Widya Padjadjaran.

Papasolomou, I., & Melanthiou, Y. (2012). Social media: Marketing public relations’ new best friend. Journal of Promotion Management, 18(3), 319-328.

Putra, I. G. N. (2014). Konteks historis praktek humas di indonesia. Jurnal Ilmu Komunikasi, 6(3), 178-190.

Rahman, A. (2015). Kompetensi Komunikasi Calon Sdm Public Relations. Jurnal Visi Komunikasi, 14, 257-270.

Silenzie, R., & Pribadi, M. A. (2020). Interaksi Simbolik dalam Komunikasi Pemasaran Terpadu di PT. Creative Motion Pctures: Studi Kasus Komunikasi Pemasaran Film Once Upon a Time in Indonesia. Prologia, 4(2), 310-315.

Santoso, P. Y., & Toruan, R. R. M. (2018). Strategi marketing public relations dalam rebranding HSBC Indonesia untuk membentuk brand awareness. Jurnal Pustaka Komunikasi, 1(1), 1-14.

Sukidin, B. (2002). Metode penelitian kualitatif perspektif mikro. Surabaya: Insan Cendekia.

Venus, A., & Rena Dewi, N. (2016). Komunikasi yang Baik. Dalam Pandangan Barat, Timur, dan Indonesia, dalam Indonesia Bicara Baik: Bunga Rampai Komunikasi dan Humas.

Wardasari, N., Wisadirana, D., & Nasution, Z. (2013). KINERJA PRAKTISI PUBLIC RELATIONS DALAM IMPLEMENTASI KEGIATAN HUMAN RELATIONS (Studi Kasus Praktisi Public Relations Berdasarkan Latar Belakang Pendidikan non Public Relations pada BUMN Kota Malang). Sosiohumaniora, 15(2), 203-210.

Wiwitan, T., Yulianita, N., & Fuady, M. E. (2016). HUBUNGAN ANTARA MARKETING PUBLIC RELATIONS DENGAN SIKAP SISWA SMA&SMK UNTUK MEMILIH UNISBA. Prosiding SNaPP: Sosial, Ekonomi dan Humaniora, 6(1), 431-444.




DOI: https://doi.org/10.29313/amwaluna.v5i2.7824

Refbacks

  • There are currently no refbacks.


Editorial Office:

Syariah Faculty, Universitas Islam Bandung

Jalan Ranggagading No. 8 Bandung

Creative Commons License

Amwaluna : Jurnal Ekonomi dan Keuangan Syariah is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

View My Stats