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All Journal Interaksi : Jurnal Ilmu Komunikasi Semantik : Jurnal Ilmiah Program Studi Pendidikan Bahasa dan Sastra Indonesia Menara Riau: Jurnal Ilmu Pengetahuan dan Pengembangan Masyarakat Islam Jurnal Pengabdian UntukMu NegeRI Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK) Community Development Journal: Jurnal Pengabdian Masyarakat Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Populika Jurnal Ilmu Komunikasi Literasi: Jurnal Pengabdian Masyarakat dan Inovasi Journal of Digital Business and Innovation Management Proceedings of Jogjakarta Communication Conference (JCC) Journal of Communication
Faladhin, Johan
Universitas Muhammadiyah Riau
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Journal : journal of communication

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Peran Public Relations dalam Membangun Citra Hotel Gaja Pekanbaru Intan Fauzani Novianti; Johan Faladhin
Journal of Communication Vol. 1 No. 2 (2025)
Publisher : Communication Studies Program Faculty of Social and Political Sciences Universitas Nurdin Hamzah Jambi, Indonesia

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Abstract

Penelitian ini bertujuan untuk menganalisis peran Public Relations (PR) dalam membangun citra Hotel Gaja Pekanbaru. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan penelitian terdiri dari satu orang staf humas, satu petugas frontliner, dan satu tamu hotel. Hasil penelitian menunjukkan bahwa peran PR telah dijalankan dengan baik melalui fungsi komunikator internal dan eksternal, pembina hubungan, serta pembentuk citra perusahaan. Strategi yang diterapkan meliputi media gathering, konferensi pers, sponsorship, iklan, dan Corporate Social Responsibility (CSR). Kendala yang dihadapi adalah fungsi PR yang terbatas secara optimal karena merangkap sebagai bagian sales dan desain, serta keterbatasan waktu dalam melayani publik internal. Disimpulkan bahwa PR berperan penting dalam membangun citra positif hotel melalui berbagai strategi komunikasi, meskipun masih terdapat hambatan dalam pelaksanaannya.
Marketing Communication Strategies in Building Brand Awareness: A Case Study of Sakinah Moeslim Bridal Pekanbaru Tiara Venolia; Johan Faladhin; M Tazri
Journal of Communication Vol. 2 No. 1 (2026): Journal of Communication
Publisher : Communication Studies Program Faculty of Social and Political Sciences Universitas Nurdin Hamzah Jambi, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67155/joc.v2i1.66

Abstract

The growth of the creative industry in Indonesia has encouraged the development of various local fashion brands. However, many local fashion businesses still face challenges in building strong brand awareness among consumers. Sakinah Moeslim Bridal & Boutique Pekanbaru is a local fashion brand that incorporates Malay cultural elements such as songket weaving, embroidery, and traditional motifs into its product designs. Despite having unique cultural characteristics, public recognition of the brand remains relatively limited. This study aims to analyze the marketing communication strategies implemented by Sakinah Moeslim Bridal & Boutique in building brand awareness of its local fashion products. The research uses a qualitative descriptive approach with the Integrated Marketing Communication (IMC) theory from Belch and Belch as the analytical framework. Data were collected through interviews, observation, and documentation involving two key informants from the company and four additional informants from the community. The results show that several marketing communication strategies are implemented to increase brand awareness. These include direct marketing through personal communication with consumers via WhatsApp, internet marketing through social media such as Instagram and websites, sales promotion through participation in regional and national fashion events or exhibitions, and publicity through media coverage. The integration of these strategies helps increase brand visibility and strengthen public recognition of the brand.  
Co-Authors Arina Himatul Husna Arjun Putra Yana Aziz M. Zein Destita Mutiara Desy Mairita Dewi Martina Dhea, Nasya Dilla Marsanda Egi Zahra Aryadi Fadhel afif Fauzi, Faradiba Kamilia Firmathoina, Aisyah Hamersat, Danu Husna, Arina Himatul Imam Firmansyah Intan Fauzani Novianti Jasril Jasril Jayus Jayus Karmila Yusriana Ningrum M Tazri Mairita, Desy Marsya, Ulmi Mella Aissanti Nazhifah Nazhifah Nisywa Maimunnah Nofirda, Fitri Ayu Novchi, Raja Widya Putri Rahmadani Octaviona Resa Ayuni Pertiwi Retno Wulan Sartika Syavira Aulia Rahmadita Tazri, M. Tiara Venolia Yolanda Yolanda, Yolanda Zikra, Nadila Zizi Wilianda