Penerapan Marketing Public Relations di PT. Gistex Retailindo dalam meningkatkan Brand Awareness terhadap produk minimal

Rahardja, Angela Gitta Lauda (2015) Penerapan Marketing Public Relations di PT. Gistex Retailindo dalam meningkatkan Brand Awareness terhadap produk minimal. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Gistex Retailindo is one of many local companies in Indonesia that running in fashion field. PT. Gistex Retailindo produce clothes which are well known as Minimal. Based on a survey that had been done by 5asec, society has less awareness to local clothing brand, so the company would like to increase brand awareness toward Minimal products. Researcher did internship in PT. Gistex Retailindo during four month and placed in Advertising & Promotion Department. The company doesn't have public relations department so researcher wondering if the company executed public relations functions. Moreover, branding process executed by company's marketer. Surely that marketer would be more effective when they were helped by public relations, which is the application of marketing public relations. So, the company uses marketing public relations performance to increase brand awareness toward Minimal product. As the result of the internship and observation, public relations functions in company quite good executed in term to get publicity and promotion. The application of marketing public relations to increase brand awareness toward Minimal product were done by inviting media to attend the launching of new product and promotion, and celebrity endorsement strategy. The strategy shows good respond which is the increase of followers of social media instagram Minimal.

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