Strategi Marketing Support Dalam Meningkatkan Citra Positif PT. Kencana Maju Bersama Melalui Kerjasama Eksternal. (Marketing Support Strategy in Increasing the Positive Image of PT. Kencana Moves Forward Together Through External Collaboration).

Asih Utami, Devy Laily (2024) Strategi Marketing Support Dalam Meningkatkan Citra Positif PT. Kencana Maju Bersama Melalui Kerjasama Eksternal. (Marketing Support Strategy in Increasing the Positive Image of PT. Kencana Moves Forward Together Through External Collaboration). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

PT Kencana Maju Bersama is a company engaged in the distribution of light steel throughout Indonesia. As a distribution company, PT Kencana Maju Bersama has an organizational structure that is oriented towards marketing aspects. In 2019 PT Kencana still does not have an organizational structure tasked with building its company image, it is more focused on marketing (sales). In 2021 PT Kencana Maju Bersama will begin to shape the company's image internally by forming Marketing Support, telemarketing and sales divisions. The 3 divisions are interconnected under the marketing supervisor. This marketing support replaces the task of Public Relations which is to increase a positive image with various activities or programs involving external parties. The most appropriate external collaboration is sponsorship. Marketing support at PT Kencana adopts Cuttip & Scoot's 4-step Public Relations theory to carry out its duties. Marketing support collaborates in the form of major sponsorship at the East Java Thrift Festival event. This sponsorship collaboration succeeded in expanding the community's positive assumptions and increasing PT Kencana Maju Bersama's engagement. The method used in this research is descriptive qualitative by taking samples from main and supporting sources. Data was taken from PT Kencana Maju Bersama's Instagram social media and also the East Java Thrift Festival.

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