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Proses Public Relations Melalui Program Anlene Scan The Nation Sebagai Kegiatan Corporate Social Responsibility PT. Fonterra Brands Indonesia Dalam Memperkuat Brand Positioning Anlene

  • ABSTRAK Marshadita Djusly. 210110080128. 2012. Proses Public Relations Melalui Program Anlene Scan The Nation Sebagai Kegiatan Corporate Social Responsibility PT. Fonterra Brands Indonesia Dalam Memperkuat Brand Positioning Anlene. Pembimbing Utama, Dra. Feliza Zubair, M.Si. Pembimbing Pendamping, Trie Damayanti, S.Sos., M.Si. Jurusan Ilmu Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Tujuan penelitian ini adalah untuk mengetahui mengetahui proses fact finding, defining problem, planning and programming, taking action and communicating, evaluating dalam program Anlene Scan The Nation 2011 sebagai salah satu bentuk kegiatan Corporate Social Responsibility PT. Fonterra Brands Indonesia Dalam Memperkuat Brand Positioning Anlene. Metode penelitian yang digunakan adalah metode penelitian deskriptif. Tujuan penelitian deskriptif adalah untuk melukiskan secara sistematis fakta atau karakteristik populasi tertentu atau bidang tertentu secara faktual dan cermat. Pada penelitian ini sampel yang digunakan adalah total sampling yaitu sebuah riset survei dimana peneliti mengambil seluruh anggota populasi sebagai respondennya. Kriteria tersebut berdasarkan tujuan penelitian yaitu para pihak yang terlibat dalam Anlene Scan The Nation saja. Teknik pengumpulan data diperoleh melalui kuesioner, wawancara dan studi kepustakaan. Hasil penelitian menunjukkan bahwa dalam program Anlene Scan The Nation 2011 sebagai salah satu bentuk kegiatan Corporate Social Responsibility PT. Fonterra Brands Indonesia, fact finding termasuk kategori cukup baik defining problem termasuk kategori kurang baik, planning and programming termasuk kategori baik. taking action and communicating termasuk kategori cukup baik. Proses evaluating termasuk kategori baik, dan attribute positioning, price and quality positioning, use or application positioning, user positioning, product class positioning, competitor positioning, benefit positioning yang termasuk brand positioning dari Anlene dinilai sangat tinggi. ABSTRACT Marshadita Djusly. 210110080128. 2012.Public Relations Process Through PT. Fonterra Brands Indonesia’s Corporate Social Responsibility Event in Stenghthening the Brand position of Anlene. Main Supervisor, Dra. Feliza Zubair, M.Si. Assistant Supervisor, Trie Damayanti, S.Sos., M.Si. Department of Public Relations, Faculty of Communications, Padjadjaran University. The purpose of this research is to find the process of fact finding, defining problem, planning and programming, taking action and communicating and evaluating in the Anlene Scan the Nation 2011 program as one of the form of event of PT. Fonterra Brands Indonesia’s Corporate Social Responsibility in Strengthening the Brand Positioning of Anlene. The research methodology that is used is descriptive research method. The purpose of this descriptive research is to systematically illustrate the facts or particular population’s characteristics or particular fields in a factual and careful manner. The samples used in this research is total sampling which is a survey research where the researcher technique take the rest of the population as a respondent. The criteria are based on the purpose of the research which is the people involved in Anlene Scan the Nation only. Data collecting technique is acquired through questionnaire and literature review. The research results show that in the Anlene Scan the Nation 2011 program as one of the form of event of PT. Fonterra Brands Indonesia’s Corporate Social Responsibility, fact finding is categorized as fairly good, defining problem is categorized as not good, planning and programming is categorized as good, taking action and communicating is categorized as fairly good. The process of evaluating is categorized as good and attribute positioning, price and quality positioning, use or application positioning, user positioning, product class positioning, competitor positioning, benefit positioning which are included in the brand positioning of Anlene is valued as very high.

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Metadata
Author:Marshadita Djusly
Series (Serial Number):Skripsi (000116588)
Document Type:Bachelor Thesis
Language:ind
Year of Completion:2012
Year of first Publication:2012
Release Date:2019/10/27
Tag:Public Relations, CSR, Brand Positionng
Enrichmentdc.identifier.nim:210110080128