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All Journal Jurnal Ilmu dan Teknologi Kelautan Tropis DEDIKASI JURNAL MAHASISWA AGRIVITA, Journal of Agricultural Science Jurnal Tekun Oasis : Jurnal Ilmiah Kajian Islam Visionist Nyimak: Journal of Communication Jurnal Komputer Terapan Jurnal Kiprah KOMPUTIKA - Jurnal Sistem Komputer Folium : Jurnal Ilmu Pertanian Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) JURNAL ILMIAH MIMBAR DEMOKRASI International Journal of Economics, Business and Accounting Research (IJEBAR) Budapest International Research and Critics in Linguistics and Education Journal (Birle Journal) Al-Fath Akrab Juara : Jurnal Ilmu-ilmu Sosial Khidmatuna : Jurnal Pengabdian Kepada Masyarakat Jurnal Abdi Panca Marga El-Qish: Journal of Islamic Economics EKONOMIKA45 Ijtimā`iyya: Journal of Muslim Society Research Jurnal Penelitian Agama Jurnal Riset Jurnalistik dan Media Digital AGRONISMA SmartComp Jurnal Magister Ekonomi Syariah Jurnal Kompetitif : Media Informasi Ekonomi Pembangunan, Manajemen dan Akuntansi Journal of ICT, Design, Engineering and Technological Science Lisanul Arab: Journal of Arabic Learning and Teaching
Abdul Basit
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Journal : Nyimak: Journal of Communication

 1 
Cyber Public Relations (E-PR) dalam Brand Image Wardah Kosmetik dengan Pedekatan Mixed Method Abdul Basit; Tri Herni Rahmawati
Nyimak: Journal of Communication Vol 1, No 2 (2017): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (142.106 KB) | DOI: 10.31000/nyimak.v1i2.483

Abstract

Di tengah pesatnya perkembangan teknologi informasi dan komunikasi saat ini, praktisi public relations dituntut mampu memanfaatkan media internet (cyber public relations) dalam rangka mempromosikan produk dan sekaligus membangun brand image perusahaan. Sebagai produk kosmetik, Wardah telah melakukan aktivitas cyber public relations sebagai sarana pemasaran bagi produk-produk kosmetiknya. Selain itu, aktivitas cyber public relations juga bertujuan agar brand image Wardah semakin melekat dalam benak konsumen dan bisa dikenal lebih luas lagi. Penelitian ini bertujuan guna mengetahui bagaimana pengaruh cyber public relations terhadap brand image Wardah dalam benak para konsumennya. Penelitian ini menggunakan pendekatan mixed method. Penelitian diawali dengan pengumpulan data dan analisis kuantitatif, kemudian dilanjutkan dengan pengumpulan data dan analisis kualitatif. Hasil penelitian kualitatif tersebut digunakan untuk memberi penjelasan lebih lanjut mengenai fenomena yang belum dijelaskan berdasarkan hasil penelitian kuantitatif. Hasil penelitian ini menunjukkan bahwa aktivitas cyber public relations yang dilakukan oleh Wardah kosmetik berpengaruh secara signifikan terhadap brand image Wardah. Sementara hasil penelitian kualitatif menunjukkan bahwa hanya variabel situs pencari online dan media sosial yang berhubungan dengan aktivitas cyber public relations Wardah. Kata Kunci: Cyber public relations, brand image, wardah kosmetik, In the midst of rapid development of information and communication technology, public relations practitioners are required to take advantage of internet media (cyber public relations) in order to promote products and simultaneously build the company's brand image. As a cosmetic product, Wardah has been doing cyber public relations activities as a marketing tool for its cosmetic products. In addition, Wardah cyber public relations activities are also aims to make Wardah brand image more embedded in the minds of consumers and can be known more widely. This study aims to determine how the influence of cyber public relations toward Wardah’s brand image in the minds of its customers. This research uses mixed method approach. The research begins with data collection and quantitative analysis, followed by data collection and qualitative analysis. The results of qualitative research are used to provide further explanation of the phenomena that have not been described based on the results of quantitative research. The results of this study indicate that cyber public relations activities conducted by Wardah cosmetics significantly influence Wardah’s brand image. Meanwhile, the results of qualitative research indicate that only the variables of online search engine and social media related to Wardah’s cyber public relations activities.Keywords: Cyber public relations, brand image, wardah cosmetics,
Co-Authors AA Sudharmawan, AA Abd. Rasyid Syamsuri Agus Sugianto Agus Wahyudi Agustina Puji Astuti Ahmad Irfan Ahmad Maulana Ahmad Maulana Aufa Rizka Azzumi burhanudin firdaus Eliya Hakiki Nur Sugini Fathudin Fathudin Fellicia Roshita Armanda Putri Fuad Nawawi Guntur Dwi Purwanto Hafidz Taufiqurrahman Indah Nurazizah Indiyah Murwani kholid syarifuddin hadun M. Saiful Bahri M.R. Putri Mahayu Woro Lestari Mahfudiansyah Meilani Safira Miftahur Rahman Miswanto Miswanto Mohammad Ulyan Muhamad Sayuti muhammad amal firdaus Muhyani, Muhyani Nevrita, Nevrita Nilna Iqbal Libra ninda firdausi Noor un Nisa Nur Eka Kusuma Hindrasti Nurhidayati Nurhidayati Nurhidayati Nurhidayati nurul fakhriyah oktavia maulani Oliver William Knight Rais Rais Rais Reza Arviciena Sakti Ricko Aulia Hudaya Riza Novitasari Rizqi Khoeruzzaman Sahar saiful arif zain Samodra, Vegalyra Novantini Septian Adi Prayuda Septriono Hari Nugroho SITI MUSLIKAH Sugiarto Sugiarto Sunawan Sunawan Suryanto, Wiwit Titin Windiasari Tri Herni Rahmawati Trismawati Trismawati Ummah Karimah Ummu Ghadah Mutmainnah Very Kurnia Bakti, Very Kurnia W Wirawan Wahyu Indrati Wanda Zahratul Mustafafi Yonhendri Yonhendri Yono Yono Yudhi Kurniawan Zahari