Strategi Public Relations Dalam Mempertahankan Brand Awareness  Produk “Broodis” Di Social Media Instagram

Memey Meliani; Nabila Septianah; Salsabila Septiani; Ni Gusti Ayu Ketut Kurniasari

doi:10.31294/jpr.v5i1.4945

Authors

Memey Meliani Universitas Budi Luhur
Nabila Septianah Universitas Budi Luhur
Salsabila Septiani Universitas Budi Luhur
Ni Gusti Ayu Ketut Kurniasari Universitas Budi Luhur

DOI:

https://doi.org/10.31294/jpr.v5i1.4945

Abstract

Pada era digitalisasi dan globalisasi, media sosial menjadi alat yang Krusial bagi industri bisnis dalam memasarkan produk atau jasa mereka. Penelitian ini menyoroti strategi Public Relations (PR) yang digunakan oleh Broodis, sebuah brand fashion pria lokal, dalam membangun Brand Awareness melalui Instagram. Dengan mengamati aktivitas Broodis di Instagram, penelitian ini bertujuan untuk memahami bagaimana mereka memanfaatkan berbagai fitur platform tersebut untuk meningkatkan visibilitas dan keterlibatan konsumen. Metode Kualitatif, khususnya Focus Group Discussion (FGD) dengan Tim Internal Broodis, digunakan untuk menggali strategi konten, pengelolaan konten berbasis riset, dan evaluasi kinerja konten melalui algoritma Instagram. Hasil penelitian menunjukkan bahwa Broodis berhasil membangun dan meningkatkan Brand Awareness dengan strategi konten yang adaptif dan berbasis data, memanfaatkan popularitas Instagram di kalangan target pasar mereka. Penelitian ini memberikan wawasan tentang pentingnya media sosial dalam strategi PR modern dan bagaimana pengelolaan konten yang efektif dapat meningkatkan Brand Awareness.

References

Bazeley, P., & Jackson, K. (2013). Qualitative Data Analysis with NVivo. SAGE Publications.

Bennett, W. L., & Segerberg, A. (2012). The logic of connective action. Cambridge University Press.

Bowen, G. A. (2009). Document Analysis as a Qualitative Research Method. Qualitative Research Journal, 9(2), 27-40.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

Bounegru, L., Gray, J., Venturini, T., & Mauri, M. (2018). A Field Guide to "Fake News" and Other Information Disorders. Public Data Lab.

Castells, M. (2007). Communication, Power and Counter-power in the Network Society. International Journal of Communication, 1.

Chouliaraki, L. (2013). The Ironic Spectator: Solidarity in the Age of Post-Humanitarianism. Polity.

Couldry, N. (2012). Media, Society, World: Social Theory and Digital Media Practice. Polity Press.

Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications.

Edelman. (2020). 2020 Edelman Trust Barometer. Edelman.

Fisher, M. (2019). Urban Audiences: Dissecting the Critical Consumer in the City. Urban Studies, 56(13), 2737-2753.

Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart, and Winston.

Heath, R. L., & Waymer, D. (2017). Public Relations and Communication Management: Current Trends and Emerging Topics. Routledge.

Holtzhausen, D. (2020). Strategic Communication in a Global Crisis. Routledge.

Jenkins, H. (2009). Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. MIT Press.

Jenkins, H., Ford, S., & Green, J. (2013). Spreadable Media: Creating Value and Meaning in a Networked Culture. NYU Press.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.

L'Etang, J. (2018). Public Relations: Concepts, Practice and Critique. SAGE Publications.

Lewandowsky, S., Ecker, U. K. H., & Cook, J. (2017). Beyond Misinformation: Understanding and Coping with the "Post-Truth" Era. Journal of Applied Research in Memory and Cognition, 6(4), 353-369.

Loader, B. D., & Mercea, D. (2011). Networking Democracy? Social Media Innovations and Participatory Politics. Information, Communication & Society, 14(6), 757-769.

Marwick, A. (2015). Instafame: Luxury Selfies in the Attention Economy. Public Culture, 27(1 75), 137-160.

McLeod, S. (2018). Uses and Gratifications Theory. Simply Psychology.

McQuail, D. (2010). McQuail's Mass Communication Theory. SAGE Publications.

Molleda, J. C. (2010). Globalization and Public Relations: Challenges and Opportunities. Journal of Public Relations Research, 22(4), 361-373.

QSR International. (2020). NVivo Qualitative Data Analysis Software.

RAZALI, Geofakta; HIDAYAT, Rizki. Strategy and Function of Perfect Health's Public Relations Activities in Enhancing a Positive Image through Philanthropic Corporate Social Responsibility. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, [S.l.], v. 7, n. 1, p. 56-62, june 2022. ISSN 2503-0795. Available at: <http://jurnal-iski.or.id/index.php/jkiski/article/view/616>. Date accessed: 13 mar. 2024. doi:https://doi.org/10.25008/jkiski.v7i1.616.

Smith, B. G. (2018). Social Media Participation in an Activist Movement for Racial Equality. Journal of Social Media in Society, 7(1).

Vindes Media Corp. (2022). Empowering the Youth through Digital Media: A Vindes Strategy Report. Vindes Media Corp.

Wardle, C., & Derakhshan, H. (2017). Information Disorder: Toward an interdisciplinary framework for research and policy making. Council of Europe report.

Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. SAGE Publications.

Zhao, Y., & Witschge, T. (2021). Navigating the Post-Truth Debate: Current Perspectives and Future Directions. Media and Communication, 9(1), 207-217.