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All Journal Scriptura Jurnal Ilmu Komunikasi The Indonesian Journal of Communication Studies Jurnal The Messenger Komunikasi : Jurnal Komunikasi Jurnal Ekonomi dan Bisnis MetaCommunication; Journal Of Communication Studies Wacana: Jurnal Ilmiah Ilmu Komunikasi International Journal of Social Science and Business Petra International journal of Business Studies (IJBS) Ultimacomm: Jurnal Ilmu Komunikasi CCIT (Creative Communication and Innovative Technology) Journal Prologia Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Communicare : Journal of Communication Studies JURNAL PUSTAKA KOMUNIKASI Syntax Idea Enrichment : Journal of Management Acta Diurna: Jurnal Ilmu Komunikasi Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema Journal Media Public Relations Jurnal Ilmu Komunikasi Scriptura : Jurnal Ilmiah Jurnal Indonesia Sosial Sains Komunikatif : Jurnal Ilmiah Komunikasi
Lina Sinatra Wijaya
Universitas Kristen Satya Wacana
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Journal : Jurnal Ilmu Komunikasi

 1 
Strategi Komunikasi Marketing Public Relations dalam Membangun Brand Image (Studi: Communion Coffee) Thalia Maisiedavita Siregar; Lina Sinatra Wijaya
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5605

Abstract

This study aims to examine how public relations marketing communication strategies influence the brand image of Communion Coffee. A mixed-method approach was employed, combining qualitative and quantitative techniques. The qualitative approach was carried out through interviews to explore the implementation of push and pull strategies and how consumers perceived these, while the quantitative approach utilized questionnaires to measure the brand image formed in consumers’ minds. The findings indicate that push strategies—such as direct promotion, product bundling, customer service, and events—and pull strategies through Instagram management with consistent and engaging content contribute to shaping the brand image. Word-of-mouth emerged as the most effective channel compared to official social media, highlighting the need for further optimization of digital strategies. The study concludes that Communion Coffee’s PR strategies effectively establish its brand image as a cozy, homie, and vintage-style coffee shop, while recommending greater consistency in social media management and organizing creative events to strengthen brand positioning in the increasingly competitive coffee industry.
Co-Authors Alexander Wibisono Hadinata Alice Vitri Yanti Angela, Nathania Dea Arauna Wangsa Elsha Dara Arthik Davianti Christian Tulis Christianingtias, Emilia Ayu Dewata, Marcellinus Dedo Advent Dewi Sartika Karo-karo Dewi, Gracelia Audriana Dian Nugraheni Dian Nugraheni Elisabeth Agita Sari Ervani, Trifosa Joan Evelyn Friscilla Christy Fenetta, Christella Feryanda, Jonathan Octa Firma Friskila Tati Gabriel Immanuela Felano George Nicholas Huwae Gracelia Audriana Dewi Huwae, George Nicholas Isa, Nanda Karunia Izak Yohan Matriks Lattu Julita M.A. Raturoma Krismiyati Kristanto, Budhi Marcellinus Dedo Advent Dewata Marcha, Anandia Regina Nanda Karunia Isa Pujani, Chenanjah Refa Putri, Tabitha Stefani Rahmawati, Fanneza Resva Inggil Kharisma Rini Darmastuti Rini Kartika Hudiono Rorencia, Vanessa Agnes Sabrina Sesa Trifosa SATRIYAS ILYAS Setiawan, William Christianto Stefanie Carolina Wibowo Suprihadi Tarra Nur Azizah Sulistiani Thalia Maisiedavita Siregar Trifosa Joan Ervani Tulis, Christian VIRGINIA - - Wibisono Hadinata, Alexander William Christianto Setiawan Yosua Jefri Apriananta Zon Vanel