Public Relations Event Entrasol Master Run 2023 Sebagai Strategi Membangun Brand Awareness

Nempung, Angelika Fiarona (2024) Public Relations Event Entrasol Master Run 2023 Sebagai Strategi Membangun Brand Awareness. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis peningkatan brand awareness Entrasol melalui pelaksanaan event “Entrasol Master Run 2023”. Latar belakang penelitian ini adalah penggunaan Public Relations Event, khususnya Entrasol Master Run 2023 sebagai sarana strategis dalam membangun brand awareness. Dalam suasana persaingan pasar yang semakin sengit, merek-merek dituntut untuk tidak hanya berkomunikasi, tetapi juga bersonansi dengan publiknya. Pendekatan penelitian ini menggunakan konsep MORPH (Moment, Objective, Reputation building, People, dan Habitual change in public). Konsep ini digunakan untuk menilai efektivitas public relations event dalam membangun brand awareness. Metode penelitian yang digunakan adalah metode kualitatif. Teknik pengumpulan data dilakukan melalui wawancara mendalam dengan peserta dan penyelenggara acara, observasi langsung di lapangan, serta studi dokumentasi terkait dengan event tersebut. Hasil penelitian menunjukkan bahwa public relations event yang diterapkan dalam “Entrasol Master Run 2023” mampu meningkatkan brand awareness di kalangan peserta. Partisipasi dalam acara ini melibatkan berbagai kelompok usia, termasuk orang dewasa berumur 40 tahun ke atas dan anak-anak, serta atlet profesional. Keterlibatan ini berhasil menciptakan persepsi positif terhadap merek Entrasol. Selain itu, strategi pemasaran digital yang melibatkan media sosial dan kerjasama dengan komunitas-komunitas lokal turut mendukung suksesnya acara ini dan memperluas jangkauan pesan brand Entrasol. Kesimpulan dari penelitian ini menegaskan bahwa public relations event yang baik memainkan peran penting dalam membangun brand awareness. Penelitian ini juga memberikan rekomendasi bagi perusahaan dalam menyelenggarakan event yang efektif. Rekomendasi ini mencakup pentingnya perencanaan yang matang, keterlibatan berbagai pemangku kepentingan, serta penggunaan strategi pemasaran yang tepat untuk mencapai target audiens. Public relations event yang efektif tidak hanya mempromosikan produk tetapi juga membangun hubungan yang kuat dengan audiens, sehingga menghasilkan loyalitas jangka panjang terhadap merek. Kata Kunci: Brand Awareness, Public Relations Event, Entrasol, Entrasol Master Run 2023, MORPH. / This study aims to analyze the increase in Entrasol's brand awareness through the implementation of the "Entrasol Master Run 2023" event. The background of this research is the use of Public Relations Events, especially Entrasol Master Run 2023 as a strategic means of building brand awareness. In an increasingly competitive market environment, brands are required to not only communicate, but also resonate with their audiences. The research approach uses the MORPH concept (Moment, Objective, Reputation building, People, and Habitual change in public) to assess the effectiveness of public relations event in building brand awareness. The research method used is qualitative. Data collection techniques include in-depth interviews with event participants and organizers, direct field observations, and documentation studies related to the event. The results show that the public relations event implemented in the "Entrasol Master Run 2023" successfully increased brand awareness among participants. Participation in this event involved various age groups, including adults aged 40 and above, children, and professional athletes. This involvement created a positive perception of the Entrasol brand. Additionally, digital marketing strategies involving social media and collaborations with local communities supported the success of this event and expanded the reach of Entrasol's brand message. The conclusion of this research emphasizes that good public relations event plays a crucial role in building brand awareness. This study also provides recommendations for companies in organizing effective events. These recommendations include the importance of careful planning, involvement of various stakeholders, and the use of appropriate marketing strategies to reach the target audience. Effective public relations event not only promotes the product but also builds strong relationships with the audience, resulting in long-term brand loyalty. Keywords: Brand Awareness, Public Relations Event, Entrasol, Entrasol Master Run 2023, MORPH.

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