FAUZI, MUHAMAD IMAM (2025) STRATEGI MARKETING PUBLIC RELATIONS DALAM MEMBANGUN BRAND AWARENESS DI PASAR KOMPETITIF BUY NOW PAY LATER INDONESIA (Studi Kasus Indodana Paylater Periode 2024-2025). S2 thesis, Universitas Mercu Buana.
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Abstract
The low level of Brand awareness of Indodana Paylater compared to major competitors in Indonesia’s Buy Now Pay Later (BNPL) market poses a communication challenge in building consumer recognition. This study aims to analyze Marketing Public Relations (MPR) strategies implemented by Indodana Paylater to strengthen its Brand awareness in the competitive BNPL market during the 2024–2025 period. This research uses a qualitative approach with a single case study method. Data were collected through in-depth interviews with two key informants from Indodana Paylater’s Public Relations team, Focus Group Discussions (FGD) with six Paylater users, and supported by document studies. The analysis refers to the PENCILS strategy framework (Publication, Event, News, Community Involvement, Inform or Image, Lobbying and Negotiation, Social Responsibility) developed by Thomas L. Harris. The results show that Indodana Paylater actively publishes content through mass media and digital platforms, participates in major events such as the Jakarta Fair, maintains good media relations, and engages in financial literacy programs and MSME community activities. Indodana Paylater has also succeeded in building a positive image through its OJK license, status as a fully Indonesian-owned company, and strategic partnerships with more than 30,000 merchants. However, users are more exposed to digital and out-of-home (OOH) advertising than to traditional media coverage, and awareness of social and community activities remains low. Responses to direct communication (phone/WhatsApp) vary; some find it helpful, while others feel disturbed. The study concludes that Indodana Paylater’s MPR strategy is effective in building Brand awareness and a positive corporate image amid tight competition, but it requires optimization of offline promotion, direct engagement, partnership expansion, collaboration with segmented Key Opinion Leaders (KOL), and increased visibility of social and community activities. This study is expected to contribute to the development of marketing communication studies and Public Relations practices in Indonesia’s digital financial sector. Keywords: Brand Awareness, Marketing Public Relations, BNPL, Indodana Paylater, PENCILS Strategy. Rendahnya Brand Awareness Indodana Paylater dibanding pesaing utama di pasar Buy Now Pay Later (BNPL) Indonesia menimbulkan tantangan komunikasi dalam membangun kesadaran merek di kalangan konsumen. Penelitian ini bertujuan menganalisis strategi Marketing Public Relations yang diterapkan Indodana Paylater dalam membangun Brand Awareness di pasar BNPL Indonesia yang kompetitif selama periode 2024-2025. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam dengan dua informan kunci dari tim Public Relations Indodana Paylater dan Forum Group Discussion (FGD) dengan enam pengguna Paylater, serta didukung oleh studi dokumentasi. Analisis mengacu pada kerangka teori strategi PENCILS (Publication, Event, News, Community Involvement, Inform or Image, Lobbying and Negotiation, Social Responsibility) yang dikembangkan oleh Thomas L. Haris. Hasil penelitian menunjukkan bahwa Indodana Paylater secara aktif melakukan publikasi di berbagai media massa dan platform digital, berpartisipasi dalam event besar seperti Jakarta Fair, menjalin hubungan baik dengan media, serta terlibat dalam program literasi keuangan dan komunitas UMKM. Indodana Paylater juga berhasil membangun citra positif berkat perizinan OJK, status sebagai perusahaan 100% Indonesia, dan kemitraan strategis dengan lebih dari 30.000 merchant. Namun, ditemukan bahwa pengguna lebih banyak terpapar iklan digital dan Outof-Home (OOH) dibandingkan pemberitaan media massa tradisional, serta kesadaran terhadap kegiatan sosial dan komunitas masih rendah. Respons terhadap pendekatan komunikasi langsung (telepon/WhatsApp) bervariasi, ada yang terbantu namun ada pula yang terganggu. Kesimpulan penelitian ini adalah bahwa strategi Marketing Public Relations Indodana Paylater dinilai cukup baik dalam membangun Brand Awareness dan citra positif di tengah persaingan ketat, namun perlu optimalisasi pada promosi offline dan direct engagement, perluasan kemitraan, kolaborasi dengan Key Opinion Leaders (KOL) yang tersegmentasi, peningkatan visibilitas aktivitas sosial dan komunitas, serta program Referral dan Word-of-Mouth. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan kajian komunikasi pemasaran dan praktik Public Relations di sektor keuangan digital di Indonesia. Kata Kunci: Brand Awareness, Marketing Public Relations, BNPL, Indodana Paylater, Strategi PENCILS.
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