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
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