MARKETING PUBLIC RELATIONS STRATEGY OF PT. JANIK LAMPUNG IN BUILDING BRAND IMAGE
Keywords:
Brand Image, Marketing Public Relations; Social Media; Tapis Lampung; Whalen’s 7 Steps of Strategic PlanningAbstract
Marketing Public Relations (MPR) is a strategic approach that integrates marketing activities with public relations to build a strong and positive brand image. This strategy has significant potential to enhance the company's brand image, which in turn contributes to increased profitability. PT. Janik Lampung is a company operating in the fashion industry, focusing on the preservation and innovation of Tapis Lampung, a cultural product that not only reflects the beauty of traditional art but also conveys the philosophical values and identity of the Lampung community. This study aims to analyze the Marketing Public Relations strategy implemented by PT. Janik Lampung in its effort to build a strong brand image. The research employs Whalen’s 7 Steps of Strategic Planning as the theoretical framework and utilizes a qualitative method, collecting data through interviews, data categorization, and social media content analysis. The findings reveal that PT. Janik Lampung applies a systematic combination of Pull, Push, and Pass strategies in each planning stage. These steps include situational analysis using SWOT, goal setting based on SMART principles, strategy formulation, audience targeting, communication message planning, selection of social media tactics, and the evaluation of communication effectiveness. The key messages and hashtags #BanggaBerbudaya (Proud of Culture) and #SobatLestariBudaya (Culture Sustainability Companions) have been effectively embedded in the minds of consumers, fostering increased awareness, engagement, and loyalty toward Tapis Lampung products. This strategy has succeeded in strengthening the brand image of Janik Lampung as an authentic local brand that aligns with modern market preferences, particularly among Generation Z. Consequently, Janik Lampung has demonstrated its competitiveness in both local and national markets as a cultural based creative industry player. Keywords: Brand Image, Marketing Public Relations, Social Media, Tapis Lampung, Whalen’s 7 Steps of Strategic PlanningReferences
Bakri, M., Krisjanous, J., & Richard, J.
E. (2020). Decoding service brand image through user- generated images. Journal of Services Marketing, 34(4),
–442.
https://doi.org/10.1108/JSM- 11-2018- 0341
Chandra, D. S. (2023). Balance: Jurnal Akuntansi dan Manajemen Pengaruh
Kualitas produk, Inovasi dan Interaksi Pelanggan Terhadap Brand Image. In Balance: Jurnal Akuntansi dan Manajemen (Vol. 2, Issue 2).
Dally, A., Dan Aswin, I., & Hadisumarto, D. (2020). Pengaruh Aktivitas Social Media
Marketing Terhadap Brand Trust, Brand Equity, dan Brand Loyalty Pada Platform Social Media Instagram. Jurnal Manajemen Dan Usahawan Indonesia •, 43(1), 44–58.
Efendioğlu, İ. H., & Durmaz, Y. (2022). The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users. Transnational Marketing Journal, 10(2), 251–275.
https://doi.org/10.33182/tmj.v10i2.16 06
Emeralda, M. V., & Kurniawati, K. (2022). Analisis Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Brand Loyalty Dengan Brand Trust dan Brand Equity Sebagai Mediasi. Jurnal Ekonomi Dan Bisnis , 11(1), 1269–1273.
Harris, T. L. , & Whalens, P. (2006). The Marketer’s Guide to Public Relations in the 21st Century.
Khuyamah, Hamidah, & Muslimin. (2023). Strategi Marketing Produk Mi Lemonilo Di Instagram Menggunakan GRUP K- POP NCT Dream Sebagai Brand Ambassador. 3(2), 521–525.
Lombok, V. V., & Samadi, R. L. (2022). Pengaruh Brand Image, Brand Trust Dan Digital Marketing Terhadap Keputusan Pembelian Konsumen Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 953. https://doi.org/10.35794/emba.v10i3.4 35 24
Manullang., A., Nainggolan, D. , C., Aurani, K., Stiffanny, N., Alim, S., & Adlina,
H. (2023). Strategi Ekspansi Global Pada Perusahaan Starbucks Dalam Bisnis Internasional. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 2(3), 25–40.
https://doi.org/10.58192/profit.v2i3.96 9
Narayana, K. G. S., & Rahanatha, G. B. (2020). Peran Brand Image Memediasi Social Media Marketing. 9(5), 1962–1982.
Permana, E., Stalastiana, D., Khalisoh, R., & Syamsurizal. (2024). Strategi Meningkatkan Brand Awareness Melalui Konten Kreatif Dalam Pemasaran Media Sosial Tiktok Brand Tenue De Attire. MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi Dan Bisnis, 2(3), 169–180.
https://doi.org/10.59246/muqaddimah
.v2i 3.931
Philip J. Kitchen, & Don E. Schultz. (2003). Integrated Corporate and Product Brand Communication. Jurnal ACR , 11(1).
Pratiwi, A. , Sianturi, N., Sandi, S. , P. , H., & Hidayaty, D. , E. (2023). Strategi Marketing Public Relations Kopi Kenangan dalam Membangun Brand Image. Jurnal Manajemen, Bisnis Dan Akutansi , 2(3), 141–151.
Pricilla, C., Adriani, V., & Utomo, A. G. (2023). Innovative Brand Awareness Strategies: Push, Pull & Pass Marketing in Indonesian Fashion. Journal of Communication & Public Relations, 2(2), 58–79. https://doi.org/10.37535/10500222024 4
Puspasari, D., & Hadithya, R. (2023). Pemanfaatan Sosial Media Marketing Melalui Konten pada Instragram
_2.png)
1.png)
2.png)
