Judul Skrispsi:

STRATEGI PUBLIC RELATIONS KOPI TUKU DALAM

MEMPERTAHANKAN EKSISTENSI MELALUI PROGRAM

EVENT SIAR SUAR BINCANG-BINCANG

Skripsi ini diajukan untuk memenuhi persyaratan

dalam memperoleh gelar Sarjana Ilmu Komunikasi

Nama : NURHASANAH

NIM : 1410411079

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS

PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

STRATEGI PUBLIC RELATIONS KOPI TUKU DALAM

MEMPERTAHANKAN EKSISTENSI MELALUI PROGRAM

EVENT SIAR SUAR BINCANG-BINCANG

Skripsi ini diajukan untuk memenuhi persyaratan

dalam memperoleh gelar Sarjana Ilmu Komunikasi

Nama : NURHASANAH

NIM : 1410411079

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS

PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

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STRATEGI PUBLIC RELATIONS KOPI TUKU

DALAM MEMPERTAHANKAN EKSISTENSI

MELALUI PROGRAM EVENT SIAR SUAR BINCANG-BINCANG

Nurhasanah

Abstrak

Penelitian ini membahas tentang bagaimana strategi yang digunakan oleh Publikc

relations Kopi Tuku dalam mempertahankan eksistensi melalui program event.

Tujuannya adalah untuk mengentahui bagaimana strategi yang digunakan oleh

Public relations dalam mempertahankan eksistensi melalui program event.

metode penelitian yang digunakan adalah metode penelitian kualitatif. Teknik

pengumpulan data yang digunakan adalah wawancara mendalam dan langsung

dengan owner Kopi Tuku, Public relations Kopi Tuku, barista Kopi Tuku,

anggota yang mengikuti kegiatan event, customer pengunjung Kopi Tuku. Dalam

penelitian ini menemukan hasil bahwa lahirnya kegiatan event siar suar bincang-

bincang untuk mempertahankan eksistensi Kopi Tuku. Dalam penggarannya,

Public relations Kopi Tuku menggunakan perencanaan strategi R.O.P.E (Riset,

Objektif, Program, dan Evaluasi) pada event siar suar bincang-bincang. Sebagai

salah satu upaya mempertahankan eksistensi melalui program event, Kopi Tuku

memiliki konsep yang berbeda disetiap kegiatan event.

Kata kunci: Strategi, Public Relations, Event Siar Suar Bincang-Bincang, Kopi

Tuku, Mempertahankan Eksistensi.

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PUBLIC RELATIONS STRATEGY COFFEE TUKU

IN CONSIDERING EXISTENCE

THROUGH PROGRAM EVENT SIAR SUAR BINCANG-

BINCANG

Nurhasanah

Abstract

This research discusses about how strategy used by Public Relations Coffee Tuku

in maintaining existence through event program. The goal is to know how the

strategies used by Public relations in maintaining existence through the event

program. research method used is qualitative research method. Data collection

techniques used are in-depth interviews and directly with the owner Coffee Tuku

Public relations Coffee Tuku barista Kopi Tuku members who follow the event

activities, customer Tuku Coffee visitors. In this study found the result that the

birth of the event event broadcast beacon talk to maintain the existence of Coffee

Tuku. In its split, Public relations Kopi Tuku uses R.O.P.E (Research, Objective,

Program, and Evaluation) strategy on the talk show. As an effort to maintain

existence through event program, Kopi Tuku has different concept in every event

activity.

Keywords: Strategy, Public Relations, Event of the Talk of Talk Coffee, Holding

the Existence.

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DAFTAR ISI

HALAMAN SAMPUL ........................................................................................ i

HALAMAN JUDUL ........................................................................................... ii

PERNYATAAN ORISINALITAS ..................................................................... iii

HALAMAN LEMBAR PENGESAHAN SKRIPSI .......................................... iv

KATA PENGANTAR. ........................................................................................ v

PERNYATAAN PERSETUJUAN PUBLIKASI. ............................................. vi

ABSTRAK ........................................................................................................... vii

ABSTRACT .......................................................................................................... viii

DAFTAR ISI ........................................................................................................ ix

DAFTAR TABLE ............................................................................................... xi

DAFTAR GAMBAR ........................................................................................... xii

DAFTAR LAMPIRAN ....................................................................................... xiii

BAB I PENDAHULUAN

1.1 Signifikasi Penelitian.......................................................................... 1

1.2 Fokus Penelitian ................................................................................. 5

1.3 Pertanyaan Penelitian ......................................................................... 5

1.4 Tujuan Penelitian................................................................................ 6

1.5 Manfaat Penelitian.............................................................................. 6

1.6 Sistematika Penulisan ......................................................................... 7

BAB II TINJAUAN PUSTAKA ..................................................................... 9

2.1 Penelitian Terdahulu .......................................................................... 9

2.2 Konsep-Konsep Penelitian ................................................................. 11

2.2.1 Public Relations ................................................................................. 11

2.3.2 Tugas dan Tanggung jawab Public Relations .................................... 13

2.3.3 Event ................................................................................................... 14

2.3.4 Eksistensi ............................................................................................ 17

2.3.5 Strategi Public Relations .................................................................... 18

2.3 Teori Penelitian .................................................................................. 21

2.3.1 Model ROPE (Riset, Objektif, Program, Evaluasi) ........................... 21

BAB III METODELOGI PENELITIAN ......................................................... 25

3.1 Metode Pengumpulan Data ................................................................ 26

3.2 Penentuan Key Informan dan Informan ............................................. 28

3.3 Teknik Analisis Data .......................................................................... 29

3.4 Teknik Keabsahan Data ..................................................................... 29

3.5 Waktu dan Tempat Penelitian ............................................................ 30

BAB IV HASIL PENELITIAN DAN PEMBAHASAN.................................. 31

4.1 Deskripsi Objek Penelitian. ................................................................ 31

4.1.2 Profil Kopi Tuku ................................................................................ 32

4.1.3 Sejarah Singkat Kopi Tuku ................................................................ 33

4.1.4 Logo Kopi Tuku ................................................................................. 34

4.1.5 Lokasi Kopi Tuku di Jakarta .............................................................. 36

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4.1.6 Visi dan Misi Kopi Tuku .................................................................... 38

4.1.6.1 Visi ..................................................................................................... 38

4.1.6.2 Misi..................................................................................................... 38

4.1.7 Struktur Organisasi Kopi Tuku .......................................................... 39

4.2 Event Kopi Tuku ................................................................................ 40

4.3 Hasil Penelitian .................................................................................. 41

4.4 Analisis Strategi Public Relations Kopi Tuku Dalam

Mempertahankan Eksistensi ............................................................... 58

4.5 Analisis Strategi Public Relations Kopi Tuku dalam

Mempertahankan Eksistensi Melalui Program Event Siar Suar

Bincang Bincang ................................................................................ 64

4.6 Pembahasan ........................................................................................ 71

BAB V PENUTUP .......................................................................................... 77

5.1 Kesimpulan......................................................................................... 77

5.2 Saran ................................................................................................... 78

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DAFTAR TABEL

Tabel 1. Waktu dan Tempat Penelitian ................................................................. 30

Tabel 2. Lokasi Kopi Tuku ................................................................................... 36

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DAFTAR GAMBAR

Gambar 1. Logo Kopi Tuku .................................................................................. 35

Gambar 2. Website Kopi Tuku ............................................................................. 37

Gambar 3. Instagram Kopi Tuku .......................................................................... 38

Gambar 4. Struktur Organisasi Kopi Tuku ........................................................... 39

Gambar 5. Saat Peneliti Melakukan Observasi di Kopi Tuku .............................. 43

Gambar 6. Kopi Tuku Kedatangan Presiden Republik Indonesia ........................ 46

Gambar 7. Jenis Biji-Biji Kopi Tuku .................................................................... 48

Gambar 8. Antrian Para Go-Jek Order Kopi Tuku ............................................... 50

Gambar 9. Antrian Para Customer Kopi Tuku...................................................... 52

Gambar 10. Minuman Kopi Tuku ......................................................................... 55

Gambar 11. Minuman Kopi Tuku ......................................................................... 57

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DAFTAR LAMPIRAN

Lampiran A Form A2.2 A1

Form A5A2

Surat Permohonan Riset untuk Kopi TukuA3

Surat Persetujuan Riset Kopi Tuku A4

Lampiran B Hasil Wawancara dengan Key Informan 1

Hasil Wawancara dengan Key Informan 2

Hasil Wawancara dengan Informan 1

Hasil Wawancara dengan Informan 2

Hasil Wawancara dengan Informan 3

Lampiran C Sertifikat TOEFLC1

SertifikatC2

Lampiran D Daftar Riwayat HidupD1

Lampiran E Dokumentasi Wawancara