Strategi Hubungan Masyarakat Pt Moisani Manggala Wisata Dalam Membangun Brand Awareness (Analisis PENCILS Philip Kotler)

Abstract

This study aims to determine the public relations strategy of PT. Moisani Manggala Wisata in building Brand Awareness. The formulation of the problem of this research is how the Public Relations Strategy of PT. Moisani Manggala Wisata in building Brand Awarenes? The researcher used Philip Kotler's PENCIL theory. The researcher used the post-positvme paradigm in PT.Moisani Manggala Wisata. The approach taken in this study by using Qualitative. The method that the research used is descriptive qualitative. The research subject is Public Relations, the subject consists of key informants and informants. The object of the research is the strategy of Public Relations PT. Moisani Manggala Wisata in building Brand Awareness. Testing Validity Data in this study used qualitative research called Triangulation. Data collection is obtained through non-participant observation, semi-structured interviews, and obtaining data from the literature and documentation regarding the object of research. This research method is qualitative descriptive. The results of the study found that the public relations strategy of PT. Moisani Manggala Wisata, which focuses on the division of Public Relations, has succeeded in creating Brand Awareness by using PENCILS, namely Publication providing information on products and benefits for pesantren and community leaders, Events holding exhibitions, News making brochures, pamphlets, banners, Community Involvement joining in The Association of Umrah Organizers Association, Inform or Image got a good impression, Lobbying & Negotiation held meetings with various parties, Social Responsibility provided worship equipment for the students.