Strategi Marketing Public Relations Bioskop Drive-In dalam Membangun Brand Image Perusahaan - Angellia, Angellia; Oktavianti, Roswita (Prologia, 2023)
The film industry has been hit hard by the Covid-19 pandemic. The number of moviegoers continues to shrink, and now more films are shown via streaming or on-demand platforms. Drive-In Cinema is presented to provide entertainment for watching movies in the car to the public as well as helping filmmakers in Indonesia. Drive-In Cinema itself is an activity of watching movies in the car. This Drive-In cinema activity was initially not popular enough in Indonesia but has been popular in several countries. The researcher raised the issue of the drive-in cinema's marketing public relations strategy in building the company's brand image. In this case, PR marketing carried out by the Senja Alam Sutra Drive-In company, Tangerang, is to be known to the public. This study uses qualitative research methods with descriptive study methods. Data is collected by using interviews, observation, and documentation techniques. The results show that: first, the pull strategy used by Drive-In Senja is to collaborate with the mass media and actively use social media to publish engaging content. Second, the push strategy is to hold promos and get benefits from content creator followers. Third, the passing strategy used is by collaborating with MSMEs. Industri perfilman terpukul karena pandemi Covid-19. Jumlah penonton bioskop terus menyusut dan kini penayangan film lebih banyak melalui streaming atau platform on demand. Bioskop Drive-In dihadirkan dengan tujuan memberikan hiburan menonton film di dalam mobil kepada masyarakat sekaligus membantu pelaku usaha perfilman di Indonesia. Bioskop Drive-In sendiri merupakan aktivitas menonton film di dalam mobil. Aktivitas bioskop Drive- In ini awalnya belum cukup popular di Indonesia, namun sudah popular beberapa negara. Peneliti mengangkat persoalan bagaimana strategi marketing public relations bioskop drive- in dalam membangun brand image perusahaan. Dalam hal ini, marketing PR yang dilakukan perusahaan Drive-In Senja Alam Sutra, Tangerang, agar lebih dikenal masyarakat. Penelitian ini menggunakan metode penelitian kualitatif dengan metode studi deskriptif. Pengumpulan data dilakukan dengan teknik wawancara, observasi dan dokumentasi. Hasil penelitian menunjukkan bahwa: pertama, pull strategy yang digunakan Drive-In Senja adalah bekerja sama dengan media massa dan aktif menggunakan media sosial sebagai publikasi konten menarik. Kedua, push strategy yang digunakan adalah mengadakan promo-promo dan mendapatkan keuntungan dari pengikut content creator. Ketiga, pass strategy yang digunakan adalah dengan berkolaborasi bersama UMKM.