Strategi Marketing Public Relations Smiljan Space dalam Membangun Customer Engagement

Abstract

Penelitian ini bertujuan menganalisis strategi Marketing Public Relations (MPR) Smiljan Space dalam membangun customer engagement serta mengidentifikasi hambatan yang memengaruhi keberlanjutan hubungan dengan pelanggan. Smiljan Space merupakan coffee shop sekaligus ruang kreatif berbasis komunitas yang memadukan aktivitas konsumsi, seni, diskusi, dan kolaborasi. Penelitian menggunakan pendekatan kualitatif deskriptif. Data diperoleh melalui observasi, wawancara mendalam, dan dokumentasi dengan informan utama yang terdiri atas pemilik, bagian pemasaran, dan kepala barista, serta dua sumber triangulasi. Analisis dilakukan secara interaktif melalui reduksi data, penyajian data, serta penarikan dan verifikasi kesimpulan, sedangkan keabsahan data diperkuat melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa MPR Smiljan Space dijalankan secara terintegrasi melalui push strategy, pull strategy, dan pass strategy. Push strategy tampak pada publikasi digital, promosi persuasif, inovasi modular bar, pelayanan personal, dan pengalaman ruang. Pull strategy dibentuk melalui ambience, desain ruang, kegiatan komunitas, user-generated content, dan pengalaman pelanggan yang mendorong kunjungan sukarela. Pass strategy diwujudkan melalui positioning sebagai ruang kreatif inklusif, kolaborasi dengan komunitas dan kreator lokal, word of mouth, serta konsistensi nilai dan pelayanan. Integrasi ketiga strategi membentuk keterlibatan yang bersifat emosional, sosial, dan partisipatif. Hambatan utamanya adalah ketergantungan pada faktor manusia, keterbatasan sumber daya, persaingan konten digital, inkonsistensi komunikasi, keterbatasan kontrol atas pesan pihak ketiga, dan jangkauan komunitas yang belum merata. Temuan menegaskan bahwa keberlanjutan customer engagement bergantung pada konsistensi antara identitas merek, komunikasi, dan pengalaman aktual pelanggan.

Kata kunci: Marketing Public Relations; customer engagement; push strategy; pull strategy; pass strategy; Smiljan Space.

Abstract

This study analyzes Smiljan Space's Marketing Public Relations (MPR) strategy in building customer engagement and identifies the barriers that affect the sustainability of customer relationships. Smiljan Space is a community-based coffee shop and creative space that combines consumption, art, discussion, and collaborative activities. A descriptive qualitative approach was employed. Data were collected through observation, in-depth interviews, and documentation involving the owner, marketing staff, and head barista as key informants, supported by two triangulation sources. Data were analyzed interactively through data reduction, data display, and conclusion drawing and verification, while source triangulation was used to strengthen credibility. The findings show that Smiljan Space integrates push, pull, and pass strategies. The push strategy is reflected in digital publication, persuasive promotion, modular-bar innovation, personalized service, and on-site experience. The pull strategy is developed through ambience, spatial design, community events, user-generated content, and customer experiences that encourage voluntary visits. The pass strategy is implemented through positioning as an inclusive creative space, collaboration with local communities and creators, word of mouth, and consistency of values and service. The integration of these strategies creates emotional, social, and participatory customer engagement. Major constraints include dependence on human factors, limited resources, competition for digital attention, inconsistent communication, limited control over third-party messages, and uneven community reach. The study concludes that sustainable customer engagement depends on consistency between brand identity, communication, and customers' actual experience.

Keywords: Marketing Public Relations; customer engagement; push strategy; pull strategy; pass strategy; Smiljan Space.