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Strategi Pr Kebab Turki Baba Rafi Dalam Memperoleh

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Strategi Pr Kebab Turki Baba Rafi Dalam Memperoleh STRATEGI PR KEBAB TURKI BABA RAFI DALAM MEMPEROLEH PENGHARGAAN ASIA TOP 10 YOUNG ENTREPRENEUR Skripsi Diajukan Kepada Fakultas Dakwah dan Ilmu Komunikasi Untuk Memenuhi Persyaratan Memperoleh Gelar Sarjana Komunikasi Islam (S.Kom.I) Oleh: TANIA NIM: 1110051000028 JURUSAN KOMUNIKASI DAN PENYIARAN ISLAM FAKULTAS DAKWAH DAN ILMU KOMUNIKASI UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1435 H. / 2014 M. STRATEGI PR KEBAB TURKI BABA RAFI DALAM MEMPEROLEH PENGHARGAAN ASIA TOP 10 YOUNG ENTREPRENEUR Skripsi Diajukan Kepada Fakultas Dakwah dan Ilmu Komunikasi Untuk Memenuhi Persyaratan Memperoleh Gelar Sarjana Komunikasi Penyiaran Islam (S.Kom.I) Oleh: Tania NIM: 1110051000028 Pembimbing, Rachmat Baihaky, MA NIP: 19761129 2009 121 001 JURUSAN KOMUNIKASI DAN PENYIARAN ISLAM FAKULTAS DAKWAH DAN ILMU KOMUNIKASI UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1435 H. / 2014 M. LEMBAR PERNYATAAN Dengan ini saya menyatakan bahwa: 1. Skripsi ini merupakan hasil karya asli saya yang diajukan untuk memenuhi salah satu persyaratan memperoleh gelar strata 1 di UIN Syarif Hidayatullah Jakarta. 2. Semua sumber yang saya gunakan dalam penulisan ini telah saya cantumkan sesuai dengan ketentuan yang berlaku di UIN Syarif Hidayatullah Jakarta. 3. Jika di kemudian hari terbukti bahwa karya ini bukan hasil karya asli saya atau merupakan hasil jiplakan dari karya orang lain, maka saya bersedia menerima sanksi yang berlaku di UIN Syarif Hidayatullah Jakarta. Jakarta, 18 Juli 2014 Tania ABSTRAK Nama : Tania NIM : 1110051000028 Judul : Strategi PR Kebab Turki Baba Rafi dalam Memperoleh Penghargaan Asia Top 10 Young Entrepreneur Bisnis waralaba di dunia memperlihatkan adanya perkembangan yang sangat pesat. Hingga akhir 1990-an waralaba asing masih sangat mendominasi, hanya terdapat beberapa merek lokal di Indonesia. Namun kini menurut data Asosiasi Franchise Indonesia (AFI) hingga tahun 2006 ada 220 merek waralaba asing dan 230 merek waralaba lokal. Kebab Turki Baba Rafi adalah perusahan franchise yang bergerak di bidang kuliner yang menyajikan kebab sebagai menu utamanya. Dari latar belakang tersebut maka timbul sebuah rumusan masalah dalam penelitian ini, yaitu: bagaimana strategi public relation Kebab Turki Baba Rafi dalam memperoleh penghargaan Asia Top 10 Young Entrepreneur? Dari sini, peneliti menggali berbagai upaya strategi public relation Kebab Turki Baba Rafi dalam memperoleh penghargaan Asia Top 10 Young Entrepreneur. Kebab Turki Baba Rafi terlihat melakukan strategi-strategi khusus untuk meningkatkan penjualan dan menumbuhkembangkan franchise baik di Indonesia maupun negara lain. Ada strategi dari pada Kebab Turki Baba Rafi sehingga Kebab Turki Baba Rafi bisa berada di posisi saat ini dan mendapatkan penghargaan Top 10 Young Entrepreneur. Dalam upaya meningkatkan penjualan dan menumbuhkembangkan franchise tentunya dibutuhkan sebuah strategi public relation, hingga saat ini public relation Kebab Turki Baba Rafi terus menjalankan strategi yang sudah dibuat sebaik mungkin. Teori yang digunakan dalam penulisan ini adalah teori Fred R. David dalam manajemen strategi. Metode penelitian dalam penelitian ini menggunakan metodologi kualitatif dengan tehnik analisis deskriptif. Kemudian sumber data diperoleh melalui wawancara dengan Widya Dwimurti selaku public relation Kebab Turki Baba Rafi, studi pustaka dari literatur yang berkaitan dengan bahasan penelitian, dokumentasi berupa internet dan data resmi Kebab Turki Baba Rafi yang berkaitan dengan objek penelitian. Berdasarkan pengamatan peneliti, Kebab Turki Baba Rafi menjalankan beberapa tahapan strategi, yakni perumusan strategi, implementasi strategi, kemudian evaluasi strategi. Adapun strategi-strategi yang dimaksud yaitu; strategi pengeluaran promosi, strategi pemilihan media dan strategi penjualan. Melalui tiga tahapan strategi tersebut Kebab Turki Baba Rafi berhasil mengembangkan usahanya. Hingga saat ini Kebab Turki Baba Rafi memiliki lebih dari 1000 gerai di seluruh Indonesia, membuka cabang di luar negeri, dan mendapatkan sederetan penghargaan. Keywords: strategi public relation, Kebab Turki Baba Rafi, Top 10 Young Entrepreneur. i KATA PENGANTAR Kepada-Nya Sang pencipta alam semesta dan segala keindahannya, saya panjatkan puja dan puji untuk-Nya. Dengan setetes cinta yang tak berbanding dengan apapun, Dia kuatkan setiap perjuangan dan kesabaran saya dalam menjalani hidup ini. Semoga rasa syukur ini dapat Engkau terima, Ya Allah. Dengan-Mu saya bulatkan tekad serta meluruskan niat dan sempurnakan ikhtiar untuk sebuah babak yang lebih bermakna. Pada akhirnya skripsi ini telah mampu saya rampungkan dengan tidak lepas dari segala pengorbanan waktu, tenaga, pikiran serta materi. Perjuangan keras penulis dalam menyelesaikan skripsi ini tidak luput dari peran serta beberapa pihak yang ikut berjuang didalamnya. Terimakasih yang teristimewa saya persembahkan pada semua pihak yang telah membantu kelancaran penelitian skripsi ini, baik berupa dorongan moril maupun materil. Tanpa bantuan dan dukungan tersebut, sulit rasanya untuk dapat menyelesaikan skripsi ini tepat waktu. Pada kesempatan ini, peneliti menyampaikan terimakasih sebesar-besarnya kepada: 1. Prof. Dr. Komarudin Hidayat, selaku Rektor UIN Syarif Hidayatullah Jakarta. 2. Dekan Fakultas Dakwah dan Ilmu Komunikasi Dr. H. Arief Subhan, M.A, Dr. Suprapto, M.Ed, Ph.D. selaku Wadek I bidang akademik, Drs. ii Jumroni, M.Si, selaku Wadek II bidang administrasi umum, dan Drs. Wahidin Saputra, M.A, selaku wadek III bidang kemahasiswaan. 3. Bapak Rachmat Baihaky, MA selaku ketua jurusan Komunikasi dan Penyiaran Islam sekaligus selaku dosen pembimbing dalam penelitian ini yang senantiasa bersabar serta meluangkan waktunya untuk membimbing segala kesulitan yang dihadapi peneliti. Kemudian, Ibu Fita Fathurokhmah, M.Si selaku sekretaris jurusan Komunikasi dan Penyiaran Islam. 4. Seluruh dosen Fakultas Dakwah dan Ilmu Komunikasi yang telah mendidik dan memberikan ilmu yang bermanfaat kepada peneliti selama menempuh pendidikan di UIN Syarif Hidayatullah Jakarta. Semoga peneliti dapat mengamalkan ilmu yang telah Bapak dan Ibu berikan. 5. Seluruh staf dan karyawan Fakultas Dakwah dan Ilmu Komunikasi yang telah membantu peneliti dalam urusan administrasi selama perkuliahan dan penelitian skripsi ini. 6. Seluruh staf Perpustakaan Utama dan Perpustakaan Fakultas Dakwah dan Ilmu Komunikasi yang telah melayani peminjaman buku-buku literatur sebagai referensi dalam penyusunan skripsi ini. 7. Seluruh tim Kebab Turki Baba Rafi yang telah mengizinkan peneliti untuk melakukan penelitian terkait skripsi. Terutama kepada ibu Muthia Azizah selaku HRD Kebab Turki Baba Rafi atas waktu dan usahanya untuk memenuhi kebutuhan penulis terkait penulisan skripsi ini, dan juga ibu iii Widya Dwimurti selaku public relation yang bersedia meluangkan waktu untuk diwawancara berkaitan dengan skripsi peneliti. 8. Ibunda Horganon dan Ayahanda Zulfikar tercinta yang senantiasa mendukung secara moril juga materil demi kelancaran skripsi ini. Cinta, doa dan bimbingan dalam pengerjaan skripsi ini yang begitu besar dan tak pernah putus, menjadi semangat kepada peneliti untuk tetap fokus dalam penulisan skripsi ini. 9. Kedua orang tua baru ku, Sizka Saskia Iskandar dan Enda Iskandar Yusuf yang sudah mendukung dan mendoakan peneliti dalam penulisan skripsi. 10. Suamiku, Indra Nurcahya yang tidak pernah lelah menyemangati peneliti dalam penulisan skripsi ini, terimakasih atas waktu dan cintanya. Bayi kecil ku Alexander Cahaya Sastrawinata, walaupun kamu belum mengerti apa-apa, tapi kamu adalah yang paling pengertian, terdapat doa mu dalam setiap paragraf dalam skripsi ini, Nak. 11. Kakak ku Olga Florentyna, walaupun sekarang jauh terpisah benua, doa dan semangatnya sampai ke peneliti, terimakasih sudah menginspirasi. Adik ku, Gordon “alay” Geko, makasih udah nemenin Al main, stay Alay! Kakak baru ku Indrira Rahmawita, terimakasih sudah mendukung peneliti dalam penulisan skripsi ini. 12. Sahabat terbaik Shofa Fathiyah, yang selama ini telah setia mendukung dalam segala hal yang peneliti lakukan, yang setia mendengarkan keluh kesah peneliti baik dalam soal penulisan skripsi, maupun tempat berbagi cerita cinta hingga masa depan. iv 13. Teman seperjuangan yang bertekad wisuda bersama, Pambayun Menur Seta yang selalu menyemangati peneliti pada akhir-akhir penelitian skripsi ini. Peneliti tidak pernah menyangka Syta bisa menjadi pembimbing dalam peneltian ini, makasih yang. 14. Sahabat-sahabat selama melakukan perkuliahan Khairunisa, Pambayun Menur Seta, Eva Damayanti, Sinta Taryas Putri, Indah Dwi Fujiani, Ardiyat Ningrum, Noor Aisyah dan lainnya yang tergabung sebagai Glamero, dan yang lainnya yang tidak cukup peniliti tulis satu persatu menjadi tempat berbagi suka dan duka peneliti. Semoga kesuksesan dapat kita genggam bersama di masa mendatang. 15. Terimakasih kepada RDK yang sudah menjadi tempat peneliti belajar menjadi penyiar radio, untuk mencari ilmu selama berkuliah, atas pengalaman dan pengetahuan di bidang penyiaran radio, dan juga kepada seluruh crew-nya yang sangat loyal dan kreatif. Kepada Voice of Communication (VOC) yang pernah mengisi hari-hari peneliti di awal perkuliahan dengan aktifitas paduan suaranya yang begitu menyenangkan. 16. Teman-teman kelas KPI A angkatan 2010, yang selalu membuat peneliti terpacu agar lebih baik, dan dan teman-teman di jurusan lain Fakultas Dakwah dan Ilmu Komunikasi angkatan 2010 atas kekompakannya dalam menghabiskan waktu bersama yang hampir empat tahun masa perkuliahan. 17. Semua pihak yang telah membantu dalam penelitian skripsi ini, yang
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