PERAN PUBLIC RELATIONS INTERNAL PT MANDOM INDONESIA DALAM MENINGKATKAN BRAND IMAGE PRODUK KOSMETIK PIXY MELALUI PENGGUNAAN BRAND AMBASSADOR

RIANDY, ANGGIA ARIZQI (2020) PERAN PUBLIC RELATIONS INTERNAL PT MANDOM INDONESIA DALAM MENINGKATKAN BRAND IMAGE PRODUK KOSMETIK PIXY MELALUI PENGGUNAAN BRAND AMBASSADOR. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT. Mandom Indonesia Tkb Is a company in the Lifestyle field that utilizes brand ambassadors as a way to improve the brand image of their cosmetics product Pixy, the company makes celebrities theBrand Ambassadors of their product as a means of communicating the Pixy brand to the public.This study aims to determine the role of Public Relations of PT Mandom Indonesia in improving Brand Image of Pixy cosmetics products through the use of Brand Ambassadors as well as to determine the relationship between brand image and brand ambassadors.This study uses a constructivist paradigm, with a descriptive approach in conducting qualitative research. The method is done by conducting observations and in-depth interviews with key informants from PT Mandom Indonesia publicThe role carried out by PT Mandom Indonesia Public Relations is the first Expert Prescriber in this case PR Mandom Indonesia is a practitioners who are experts in their respective fieldsso that later they will synergize in an effort to improve the brand image of Pixy products, secondly Communication facilitators in this matter PR making Mikha Tambayong as Pixy's brand ambassador to be able to help PT Mandom Indonesia in communicating thePixy brand to the public, thirdly Problem solving facilitator in this case in solving Pixy's brand image, PR PT Mandom Indonesia changed the communication style to be more interesting, doing repackaging, and making Mikha Tambayong as Pixy's brand ambassador, the last is Communication technician in terms of PR PT Mandom Indonesia acts as a division that runs communication activities that have been assigned by the management and product development division in the form of events in an effort to communicate the brand Pixy to the public.and there is a link between Brand Image Pixy and Mikha Tambayong which is a PixyBrand Ambassador. Because Mikhais a Pixy representative.Keywords: The Role of Public Relations, Brand Image, Brand Ambassador PT. Mandom Indonesia Tkb. Merupakan perusahaan di bidang Lifestyleyang memanfaatkan Brand Ambassadorsebagai cara untuk meningkatkan Brand Imageproduk kosmetiknya yaitu Pixy, perusahaan tersebut menjadikan selebriti sebagai Brand Ambassador produknyasebagai sarana mengkomunikasikan BrandPixy kepada masyarakat.Penelitian iniditujukan untuk mengetahui peranPublic Relations PT Mandom Indonesia dalam meningkatkan Brand Imageproduk kosmetik Pixy melalui penggunaan Brand Ambassadorserta untuk mengetahui keterkaitan antara Brand Imagedengan Brand Ambassador.Penelitian inimenggunakan paradigma konstruktivistik, dengan metode pendekatan deskriptif dalam melakukan penelitian kualitatif. Metode yang dilakukan adalah dengan melakukan observasi dan wawancara mendalam dengan KeyInformandari Public RelationsPT Mandom Indonesia dan informandari konsumen produk kosmetik Pixy.Peranyang dilakukan oleh Public RelationsPT Mandom Indonesiaadalah a.ExpertPrescriberdalam hal ini praktisi PR PT Mandom Indonesia merupakan praktisi yang ahli pada bidangnya masing-masing sehingga nantinya akan saling bersinergi dalam upaya meningkatkan Brand Imageproduk Pixy, b. Communication Fasilitatordalam hal ini PRmenjadikan Mikha Tambayong sebagai Brand AmbassadorPixy agar dapat membantu PT Mandom Indonesia dalam mengkomunikasikan brandPixy kepada masyarakat,c. Problem SolvingFasilitatordalam hal ini dalam mengatasi masalah mengenai Brand Image Pixy, PR PT Mandom Indonesia mengubah gaya komunikasi menjadi lebih menarik, melakukan Repackaging,dan menjadikan Mikha Tambayong sebagai Brand AmbassadorPixy, d. Communication Techniciandalam hal PR PT Mandom Indonesia bertindak sebagai divisi yang menjalankan kegiatan komunikasi yang sudah ditugaskan oleh divisi Management dan Product Development berupa Event dalam upaya mengkomunikasikan BrandPixy kepada masyarakat.dan ada keterkaitanantara Brand ImagePixy dengan Mikha Tambayong yang merupakan Brand AmbassadorPixy. Dikarenakan Mikha merupakan representative Pixy.Kata Kunci : Peran Public Relations, Brand Image, Brand Ambassador

Item Type: Thesis (S1-Sarjana)
NIM: 44215010028
Uncontrolled Keywords: Peran Public Relations, Brand Image, Brand Ambassador
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Apr 2020 07:02
Last Modified: 29 Apr 2020 07:02
URI: http://repository.mercubuana.ac.id/id/eprint/54560

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