Strategi Public Relations dalam Meningkatkan Kunjungan Konsumen Hypermart Lippo Plaza Kabupaten Sidoarjo. (Public Relations Strategy to Increase Consumer Visits to Hypermart Lippo Plaza, Sidoarjo Regency).

Wardhana, Anggitria (2025) Strategi Public Relations dalam Meningkatkan Kunjungan Konsumen Hypermart Lippo Plaza Kabupaten Sidoarjo. (Public Relations Strategy to Increase Consumer Visits to Hypermart Lippo Plaza, Sidoarjo Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Increasingly fierce competition in the retail sector forces companies to formulate effective Public Relations (PR) strategies to maintain their reputation. Hypermart Lippo Plaza Sidoarjo faces challenges such as declining customer trust and satisfaction, particularly related to promotional offers, price perception, and service quality. This study aims to examine Public Relations strategies in maintaining Hypermart's image using a qualitative descriptive approach. Data was collected through interviews with management, the General Store Manager, the Personnel Team Leader, and customers. Analysis was conducted using the theoretical framework of Image Restoration, Public Relations Theory, and Push, Pull, and Pass strategies. The results show that Hypermart implements several key strategies, including increased communication through social media, customer loyalty programs, maintaining customer relationships through direct service, and more transparent communication of promotional information. The Push strategy is evident in collaboration with suppliers, product layout, and in-store promotional activities, while the Pull strategy is realized through the use of digital media and discount programs. The Pass strategy is implemented by building strong relationships with the media and the local community. Hypermart's public relations approach is quite effective in maintaining its image, but still requires improvement in the consistency of promotional information, customer satisfaction monitoring, and service quality. These findings are expected to provide input for Hypermart in its efforts to maintain a positive image amidst changing retail competition.

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