Strategi Public Relations Warung Kongkow Pasar Lama Tangerang Dalam Meningkatkan Brand Awareness

Abstract

This research aims to find out how the Public Relations strategy of Warung Kongkow Pasar Lama Tangerang Increase Brand Awareness? This research uses the concept of PENCILS (Publications, Event, news, Community Involvement, Inform to Image, Lobbying and Negotiation, Social Responsibility) according to Thomas L. Harris. The approval of this research is qualitative This research method is qualitative descriptive. The research subject was the Public Relations, Area Manager, Cashier Staff, Waitress Staff. The object of this research is the Public Relations Strategy of Warung Kongkow Pasar Lama Tangerang in increasing Brand Awareness. Data obtained through observation and interviews to the subject of research. This research uses the post-positivism paradigm and qualitative approach. This research was conducted for four months from 11 February to 11 June 2019. The validity of the data used in this study was using source triangulation. The results of this study explain that the Public Relations strategy carried out by Warung Kongkow Pasar Lama Tangerang has been able to increase the brand awareness of Warung Kongkow but in the process there are many things that must be done by Warung Kongkow in increasing brand awareness to reach the top of mind level for the people.