PUBLIC RELATIONS STRATEGY OF PT. QUALITAS FLAGSHIP 'Q-GOLF' IN INCREASING CUSTOMERS

Abstract

One way that companies can do to convey the value of their products is by using public relations or public relations. PT Qualitas Andalan Bersama (Q-golf) is a company that provides online golf course booking services through applications on smartphones. The number of Q-golf customers has decreased on 2018-2019. From these data, it can be concluded that the trend of existing customers has decreased which resulted in a decrease in the number of customers. Existing customers do not show loyalty to Q-golf. Q-golf has implemented a public relations strategy to be able to publicize their products with the aim of increasing customer loyalty. However, the results of the PR strategy carried out by Q-golf showed unsatisfactory results. Therefore, the public relations strategy carried out by Q-golf becomes interesting to analyze. The purpose of this study was to determine the PR strategy of PT Qualitas Andalan Bersama in increasing customer loyalty. This study uses a descriptive qualitative approach. The research was conducted by conducting interviews with five informants. The results of this study are the main roles of Q-golf's public relations are press relations, product publicity, and public affairs. Q-golf's public relations role as lobbying and development does not become the main role but is still carried out by Q-golf's public relations. There are seven public relations tools used by the public relations department of Q-golf, namely news, special events, written materials, audio-visual materials, corporate identity materials, public service activities, and websites and social media. The strategies that have been implemented by Q-golf's PR are strategy of publicity, strategy of persuasion, and strategy of image. Public Relations Q-golf does not implement a strategy of augmentation.