Strategi Marketing Public Relation Brand Lokal Hijab Bandung: (Studi Kasus pada Kisera Indonesia Melalui Event Inacraft 2022 untuk Meningkatkan Brand Image Perusahaan) - Nadhia Syafiyyah Setiady; Maya Amalia Oesman Palapah (Bandung Conference Series: Public Relations, 2023)
Abstract The Muslim fashion business competition in getting consumers affects the way a company carries out its promotion and marketing through public relations. The MPR strategy is one of the ways that can contribute to improving the company's brand image. Kisera uses the MPR strategy in facing the fashion business competition to increase the number of products sold in the market. One way to do this is by participating in events in Indonesia.This study aims to identify the planning process, implementation, and obstacles in applying the MPR strategy carried out by Kisera in the 2022 Inacraft Event to improve the brand image. This study uses a qualitative method with a case study approach based on the Three Ways Strategy theory by Rosady Ruslan. Data were collected by conducting interviews, non-participant observations, taking documentation and literature studies. Interviews were conducted by taking the Owner, PIC and one of the visitors of Kisera booth as the resources. The results showed that at the planning stage, Kisera used a pull strategy to encourage the public to visit the Kisera booth stage. At the implementation stage, Kisera carried out a strategy according to the plan, namely uploading posters on social media Instagram and broadcast chat to its customers via WhatsApp. As for the obstacle faced by Kisera is the limited number of human resources at the stage booth so that customers are not served quickly. However, this can be overcome with the presence of a storekeeper. Through optimizing the MPR strategy, Kisera proved to be able to run the event effectively and efficiently. Abstrak Persaingan bisnis fashion muslim dalam memperebutkan konsumen berkaitan dengan cara perusahaan untuk melakukan promosi dan pemasarannya melalui public relations. Strategi MPR dapat berkontribusi dalam meningkatkan brand image perusahaan. Kisera menggunakan strategi MPR dalam menghadapi persaingan bisnis fashion untuk meningkatkan jumlah produk yang terjual di pasaran, salah satu cara yang dilakukannya dengan mengikuti event di Indonesia.Penelitian ini bertujuan untuk menjelaskan proses perencanaan, implementasi dan hambatan dalam strategi MPR Kisera melalui Event Inacraft 2022 untuk meningkatkan brand image. Teori yang digunakan dalam penelitian ini yaitu Three Ways Strategy oleh Rosady Ruslan. Dengan metode penelitian kualitatif pendekatan studi kasus, penulis mengumpulkan data berupa wawancara, observasi non-partisipan, dokumentasi dan studi pustaka. Penulis mewawancarai narasumber yaitu Owner, PIC dan salah satu pengunjung stage booth Kisera. Berdasarkan hasil penelitian ini, penulis menemukan perencanaannya Kisera menggunakan pull strategy dengan tujuan mendorong public untuk mengunjugi stage booth Kisera, implementasinya Kisera melakukan strategi sesuai dengan rencana yaitu menggunggah poster di media social Instagram dan broadcast chat kepada customernya melalui whatsapp, hambatan yang terjadi ialah keterbatasan SDM di stage booth sehingga customer tidak terlayani secara cepat, akan tetapi storekeeper dapat mengatasinya secara baik. Melalui optimalisasi strategi MPR Kisera terbukti bahwa Kisera mampu menjalankan event secara efektif dan efisien.