STRATEGI PUBLIC RELATIONS TRANS TV DALAM MENINGKATKAN BRAND LOYALTY PADA PROGRAM KULINER "TRANS FOOD CHANNEL" MELALUI MEDIA SOSIAL YOUTUBE

Abstract

This research is about Public Relations Strategy in Improving Brand Loyalty through the culinary program "Trans Food Channel" on YouTube Social Media. The concept used in this research is a public relations strategy according to Cutlip, Center & Broom, namely the 4-step theory (Fact finding, Planning and programming, Action and communicating, Evaluation) and the Pyramid of Brand Loyalty Levels (Switcher, Habitual Buyer, Satisfied Buyer, Like the Brand, Committed Buyer) by David A. Aaker. This study uses Post-positivism with a qualitative approach, while the research method is descriptive qualitative. Researchers present information on data and observations collected from internal and external parties of the company, analysis of systematic observations and semi-structured interviews with several sources related to research problems. The results show that TRANS TV in carrying out a public relations strategy in increasing brand loyalty through the culinary program "Trans Food Channel" on YouTube social media has been said to work and produce good results. In conclusion, the public relations strategy in creating brand loyalty with a pyramid level has worked well and succeeded in increasing brand loyalty from the switcher stage to committed buyers. It is hoped that viewers and potential viewers as consumers or customers will always be loyal and easily recognize the existence of TRANS TV with all of its programs.