MARKETING PUBLIC RELATIONS FUNCTION IN CREATING THE TARGET CONSUMERS AT EMINA COSMETICS (DESCRIPTIVE STUDY ON PUBLIC SOUTH JAKARTA)

Abstract

This study aims to find out the function of Public Relations Marketing Emina Cosmetics. This research uses qualitative research methods. The theory used in this research Three Ways Strategy (Push, Pull and Pass) by Thomas L. Harris. Research subjects are Public Relations Emina Cosmetics. This research uses post-positivisme paradigma and qualitative approach. The result of this study explain that, the function of marketing public relations Emina cosmetics has been successful with the workshop routine and has been effective to attract the target consumer. Emina manage to convey to the consumer that Emina is a cosmetics product intended for teenagers because it is supported by the very cute packaging. The cute design makes the audiences who come to Emina workshop feel very excited. So they are often capture the moment at the time of the event.