STRATEGI HUBUNGAN MASYARAKAT DIVISI BUSINESS DEVELOPMENT PT. ARKA MAHESA PRATAMA DALAM MEMBENTUK KESADARAN MEREK GOFIT

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Dita Sari Indah Putri Ni Gusti Ayu Ketut Kurniasari

Abstract

The background of this study is the trend of healthy lifestyle through sport that makes PT. Arka Mahesa Pratama sees opportunity in developing a business, by forming a new business called GOFIT. The research question is how the strategy of Public Relations Business Development Division of PT. Arka Mahesa Pratama in forming GOFIT brand awareness. This research aims to know the strategy of Public Relations Business Development Division of PT. Arka Mahesa Pratama in shaping GOFIT brand awareness. The method of research is used descriptive with qualitative approach. The theory is brand awareness theory Customer-Based Brand Equity Pyramid by Kevin Keller. Data collection was obtained through observation, in-depth interview with CEO and Managing Director of PT. Arka Mahesa Pratama which is the key informant in this research. In addition, interviews were also conducted by 3 informants who are CoFounder & Chief Marketing Officer, Business Development Manager, and Event Officer GOFIT. The results has showed that in forming GOFIT brand awareness, PT. Arka Mahesa Pratama runs the 4 stages contained in Customer-Based Brand Equity Pyramid, starting from the stage of being familiar, understanding, response, and trust or loyalty. The conclusion of the research is in forming GOFIT brand awareness. Public Relations strategy of Business Development Division of PT. Arka Mahesa Pratama performs planning through online and offline activities. Online through the media website www.gofit.id and social media that is gofit.id. While offline, through the activities of making the concept of events and provide services of Public Relations in the field of sporting events. Based on these four stages in shaping GOFIT brand awareness, PT. Arka Mahesa Pratama just reached the first stage of the introduction stage. The other of three stages are run by PT. Arka Mahesa Pratama but are not effective yet. The theoretical suggestion is expect to be an improve the developers of communication disciplines in general, particularly the understanding of brand awareness-build activities through the Public Relations strategy. Practical advice is in shaping GOFIT brand awareness, can enhance good teamwork and add broader relationship to be increase GOFIT brand awareness

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