STRATEGI MARKETING PUBLIC RELATIONS BRAND CRSL DALAM MEMBANGUN BRAND AWARENESS

Wijayanti, Indah Sekar (2023) STRATEGI MARKETING PUBLIC RELATIONS BRAND CRSL DALAM MEMBANGUN BRAND AWARENESS. Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

xv
ABSTRAK
Pertumbuhan industri fesyen yang pesat tentunya diiringi oleh persaingan yang
semakin ketat. Supaya dapat bersaing dengan kompetitor lokal maupun luar negeri,
dibutuhkan strategi yang dapat membangun kesadaran merek yakni dengan
marketing public. CRSL memiliki visi menjadi IP brand kebanggaan Indonesia di
mata internasional yang artinya brand awareness perlu dibangun. CRSL
merupakan brand fesyen lokal yang memiliki keunikan yakni campaign
menggunakan karakter hewan untuk menarik empati pelanggan dan membantu
memperkuat identitas brand. Tujuan penelitian ini adalah mengetahui strategi
marketing public relations brand CRSL dalam membangun brand awareness.
Model yang digunakan adalah tahap perencanaan MPR Whalen’s 7 Steps Planning
Process yang mencakup strategi pull, push, dan pass serta teori New Media. Metode
penelitian ini adalah deskriptif kualitatif. Teknik pengumpulan data yang digunakan
adalah observasi non partisipatif, wawancara mendalam, serta dokumentasi. Hasil
penelitian menunjukkan CRSL melakukan strategi MPR yaitu: strategi “pull”
melalui publikasi dengan memanfaatkan media internet, mengadakan konser, serta
mengadakan giveaway, diskon, serta promo. Kemudian strategi “push” melalui
upaya peningkatan kuantitas/kualitas produk serta pelayanan seperti adanya sistem
membership, kemudian melakukan kolaborasi dengan merek lain seperti Gozeal,
Tehbotol Sosro, dan Garfield. Strategi “pass” yakni memanfaatkan peran
influencer. CRSL telah menempuh seluruh tahap tersebut namun dalam
implementasi taktik, CRSL hanya menerapkan beberapa taktik marketing public
relations di antaranya adalah events, media identity, anniversary, social media,
publications, dan influencers. Berdasarkan hasil wawancara, para informan sudah
mengenal baik brand CRSL.
Kata kuncis: Brand Awareness, CRSL, Marketing Public Relations, Strategi, Public
Relations
xvi
ABSTRACT
The rapid growth of the fashion industry is accompanied by increasingly fierce
competition. In order to be able to compete with local and foreign competitors, a
strategy is needed that can build brand awareness namely marketing public
relations. CRSL has a vision to become the pride of Indonesia's IP brand in the eyes
of the international community, which means that brand awareness must be built.
CRSL is a unique local fashion brand that uses animal characters in campaigns to
elicit customer empathy and strengthen brand identity. The purpose of this study
was to determine CRSL's marketing public relations strategy for building brand
awareness. The model used is the planning stage of MPR Whalen's 7 Steps Planning
Process, which includes pull, push, and pass strategies as well as New Media
theory. This research method is descriptive and qualitative. Data collection
techniques used are non-participatory observation, in-depth interviews, and
documentation. The results showed that CRSL carried out the MPR strategy,
including “pull” strategy through publication by utilizing internet media, holding
concerts and holding giveaways, discounts, and promotions. Then the "push"
strategy is through efforts to increase the quantity and quality of products and
services, such as a membership system, then collaborating with other brands such
as Gozeal, Tehbotol Sosro, and Garfield. The “pass” is to take advantage of the
influencer’s role. CRSL has gone through all stages of Whalen's 7 Step Planning
Process, but in implementing tactics, CRSL has only implemented a number of
marketing public relations tactics, including events, media identity, anniversary,
social media, publications, and influencers. Based on the interview results, the
informants knew well about the CRSL brand.
Keywords: Brand Awareness, CRSL, Marketing Public Relations, Strategy, Public
Relations

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Awareness, CRSL, Marketing Public Relations, Strategi, Public Relations
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	06 Mar 2023 04:11
Last Modified:	06 Mar 2023 04:11
URI:	http://eprints.upnyk.ac.id/id/eprint/32803

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