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All Journal Majalah Ilmiah Bijak Ilomata International Journal of Management EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Ilomata International Journal of Social Science Jurnal Komunikasi Glosains: Jurnal Sains Global Indonesia
Fantini, Endah
Institut Ilmu Sosial Dan Manajemen STIAMI
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Strategi Marketing Public Relations Orbit Brasserie Café&Resto Dalam Meningkatkan Brand Awareness Endah Fantini; Helmi Azahari; Nur Fitriyani
Esensi Daruna : Jurnal Komunikasi Vol. 5 No.1 (2026)
Publisher : Lembaga Riset dan Pengabdian Masyarakat Institut Bisnis Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/daruna.v5i1.477

Abstract

Penelitian ini dimotivasi oleh perkembangan pesat kafe dan restoran di wilayah Jakarta dan sekitarnya, khususnya di daerah Bintaro. Tujuan penelitian ini adalah untuk memahami taktik Marketing Public Relations (Pemasaran Hubungan Masyarakat) Orbit Brasserie Cafe & Resto dalam meningkatkan kesadaran merek. Pendekatan yang digunakan dalam penelitian ini adalah kualitatif dengan metode deskriptif. Penelitian ini dilakukan di Orbit Brasserie Cafe & Resto yang berlokasi di Jalan Jombang Raya, Pondok Pucung, Pondok Aren, Kota Tangerang Selatan.  Pengumpulan data dilakukan melalui observasi, wawancara, pengumpulan dokumen, dan studi analisis literatur. Hasil penelitian ini menunjukkan bahwa dalam melaksanakan aktivitas strategi pemasaran hubungan masyarakat yang meliputi publikasi di media cetak, media identitas, penyelenggaraan acara, berita, sponsor, acara, serta tanggung jawab sosial sebagai cara untuk meningkatkan kesadaran merek. Rekomendasi yang diberikan kepada Orbit Brasserie Cafe & Resto dalam penelitian ini adalah memaksimalkan aktivitas pemasaran hubungan masyarakat dengan berinovasi dan menambah jumlah sumber daya manusia sehingga strategi pemasaran menjadi lebih efisien. This research is motivated by the rapid development of cafes and restaurants in the Jakarta area and its surroundings, especially in the Bintaro area. The purpose of this research is to understand the marketing public relations tactics of Orbit Brasserie Cafe & Resto in increasing brand awareness. The approach used in this research is qualitative with descriptive methods. This research was conducted at Orbit Brasserie Cafe & Resto located on Jalan Jombang Raya, Pondok Pucung, Pondok Aren, South Tangerang City. Data collection was carried out through observation, interviews, document collection, and literature analysis studies. The results of this study indicate that in implementing public relations marketing strategy activities which include publications in print media, identity media, organizing events, news, sponsorships, events, and social responsibility as a way to increase brand awareness. The recommendation given to Orbit Brasserie Cafe & Resto in this research is to maximize public relations marketing activities by innovating and increasing the number of human resources so that the marketing strategy becomes more efficient.
Integrated Marketing Communication in the Social Media Era: Performativity, Identity, and User-Generated Content in Indonesia's Digital Consumer Culture Hilarius Bambang Winarko; Endah Fantini
Glosains: Jurnal Sains Global Indonesia Vol. 7 No. 3 (2026): Glosains: Jurnal Sains Global Indonesia
Publisher : Sekolah Tinggi Agama Islam Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59784/glosains.v7i3.779

Abstract

Background: Indonesian brands increasingly rely on story-driven Integrated Marketing Communication (IMC), yet the role of User-Generated Content (UGC) in shaping consumer identity on social media remains underexplored. Objective: This study examines the intersection of Integrated Marketing Communication (IMC) practices and consumer identity construction on social media, focusing on User-Generated Content (UGC), such as unboxing videos, haul videos, and brand challenges, within Indonesia’s digital culture. Methods: This study used an integrative literature review of studies published from 2005 to 2026, analyzed through Judith Butler’s performativity framework and Consumer Culture Theory (CCT). Of the 187 records initially identified, 38 articles met the inclusion criteria and were analyzed. Results: This study identifies three main findings. First, engineered authenticity has become the dominant IMC strategy, in which marketing effectiveness depends on brands acting as story catalysts rather than narrative centers. Second, UGC practices represent active identity performativity; Indonesian consumers perform their identities by citing social norms related to class, gender, and success, with local characteristics such as identity dualism among nonconventional groups and the negotiation of women’s independence with religious values. Third, consumer content is ambivalent, as it reproduces consumerist ideologies while opening limited spaces for resistance, including parody, criticism, and alternative gender expression, although such resistance tends to be recuperated by platform logic. Conclusion: This study contributes to the integration of IMC as a discursive practice and offers implications for practitioners, particularly regarding transparency in engineered authenticity, and for regulators, especially in developing guidelines for sponsored content labeling.
Co-Authors Ade Suryana Ahmad Junaidi Dedy Kusna Utama Elfa Setiawan Feri Candra Ardianto Helmi Azahari Helmi Azahari Heru Sudinta Hilarius Bambang Winarko, Hilarius Bambang Masyika Azzahrah MOHAMMAD SOFYAN Nidaul Izzah Nur Fitriyani Samsudin Samsudin Silmi Aulia Millatina Sunarmin Sunarmin Tamba, Rousdy Safari