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MARKETING PUBLIC RELATIONS HALA KOFFIE DALAM MENINGKATKAN BRAND AWARENESS
This study discusses the Marketing Public Relations strategies implemented by Hala Koffie to build brand awareness among its target market. The theories applied in this study are the Segmenting, Targeting, and Positioning (STP) model and the Marketing Public Relations mix theory proposed by Thomas L. Harris, which consists of Publicity, Event, News, Community Involvement, Inform/Image, Lobbying and Negotiating, and Social Responsibility (P.E.N.C.I.L.S). The research method used is a qualitative methodology with a descriptive approach. Data were collected through interviews with several relevant informants, observations by examining the Marketing Public Relations activities of Hala Koffie, and documentation that supports this research. The results indicate that in increasing brand awareness, Hala Koffie plans its target market and determines its business positioning in the market. Hala Koffie implements various activities based on the components of the P.E.N.C.I.L.S theory as indicators in carrying out Marketing Public Relations strategies, such as publishing activities and information through social media and organizing regular event programs that involve music enthusiast communities. However, several aspects of Marketing Public Relations strategies have not yet been implemented by Hala Koffie, including write a news and the implementation of social responsibility programs within the community. Despite the incomplete implementation of certain Marketing Public Relations aspects, Hala Koffie continues to strive to build brand awareness within the community.
ILMU KOMUNIKASI, UNIVERSITAS SULTAN AGENG TIRTAYASA
MARKETING PUBLIC RELATIONS HALA KOFFIE DALAM MENINGKATKAN BRAND AWARENESS (Text)
MARKETING PUBLIC RELATIONS HALA KOFFIE DALAM MENINGKATKAN BRAND AWARENESS (Image)
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MARKETING PUBLIC RELATIONS HALA KOFFIE DALAM MENINGKATKAN BRAND AWARENESS (Other)
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