STRATEGI PUBLIC RELATIONS PADA PT. YOSSAVA TRANS LOGISTIK DALAM MEMBANGUN BRAND AWARENESS

Sidiq, Rayhan Rizky (2024) STRATEGI PUBLIC RELATIONS PADA PT. YOSSAVA TRANS LOGISTIK DALAM MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

PT Yossava Trans Logistik is a company operating in the logistics and transportation sector with a vision to become a market leader in Indonesia. To enhance brand awareness, PT Yossava Trans Logistik has implemented a wellplanned and integrated Public Relations (PR) strategy. This abstract discusses the PR approaches and techniques employed by the company. The research aims to analyze the Public Relations strategies implemented by PT Yossava Trans Logistik in building brand awareness. The research method used is a descriptive qualitative approach with data collection techniques including in-depth interviews, observations, and document studies. The findings reveal that PT Yossava Trans Logistik utilizes various PR strategies such as media relations, event management, and digital Public Relations to boost brand awareness among consumers. Additionally, the role of social media as a communication tool in PR significantly contributes to spreading information and building a positive company image. In conclusion, an appropriate and effective Public Relations strategy can assist PT Yossava Trans Logistik in strengthening brand awareness in the logistics market. PT Yossava Trans Logistik merupakan perusahaan yang bergerak di sektor logistik dan transportasi dengan visi untuk menjadi pemimpin industri di pasar Indonesia. Dalam upaya untuk meningkatkan pengenalan merek (brand awareness), PT Yossava Trans Logistik menerapkan strategi Public Relations (PR) yang terencana dan terintegrasi. Abstrak ini membahas pendekatan dan teknik PR yang diterapkan perusahaan. Penelitian ini bertujuan untuk menganalisis strategi Public Relations (PR) yang diterapkan oleh PT. Yossava Trans Logistik dalam membangun brand awareness. Metode penelitian yang digunakan adalah metode deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa PT. Yossava Trans Logistik menggunakan berbagai strategi Public Relations seperti media relations, event management, dan digital Public Relations untuk meningkatkan kesadaran merek di kalangan konsumen. Selain itu, peran media sosial sebagai salah satu alat komunikasi PR juga memberikan kontribusi signifikan dalam menyebarkan informasi dan membangun citra positif perusahaan. Kesimpulannya, strategi Public Relations yang tepat dan efektif dapat membantu PT Yossava Trans Logistik dalam memperkuat brand awareness di pasar logistik.

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