Upaya Peningkatan Brand Awareness Sababay Winery Melalui Aktivitas Marketing Public Relation - Andari, Made Ayu Widya; Semara , I Made Trisna; Febianti , Febianti (Institut Pariwisata dan Bisnis Internasional, 2023)
Di masa pandemi Covid-19 dan era persaingan globalisasi menjadi permasalahan di sektor pariwisata terutama industri makanan dan minuman yang terkena dampaknya. Salah satu perusahaan industri minuman di Bali yaitu Sababay Winery yang mampu survive di keadaan krisis ini. Selain Sababay Winery terdapat beberapa perusahaan wine lokal menjadi kompetitor Sababay yaitu Hatten Wine, Plaga, Cape Discovery, dan Isola yang sama-sama beroperasi. Kondisi tersebut memunculkan persaingan di antara perusahaan – perusahaan wine lokal yang harus menciptakan maupun meningkatkan brand yang kuat di tengah masyarakat. Dalam upaya tersebut peran Public Relation sangat penting untuk meningkatkan Brand Awareness di masyarakat. Fokus penelitian ini adalah peran Public Relation dalam meningkatkan kesadaran masyarakat terhadap produk dan perusahaan Sababay Winery. Menggunakan teori strategi bauran pemasaran Humas Thomas L. Harris yang terkenal dengan konsep ‘P.E.N.C.I.L.S’. Metode penelitian adalah deskriptif kualitatif menggunakan triangulasi data dengan pengumpulan data yang berbeda yaitu observasi, wawancara, dan dokumentasi. Kegiatan marketing Public Relations belaku dalam meningkatkan brand awareness ke 7 strategi marketing Public Relation. Kegiatan seperti publikasi, melaksanakan kegiatan-kegiatan yang menarik, hubungan yang baik dengan masyarakat, menjalin kerja sama dengan perusahaan lain meningkatkan citra positif, menyediakan layanan dan mampu memanfaatkan teknologi dengan mengemasnya secara up to date bergaya millineal. Semua kegiatan itu sebagai upaya serius Sababay Winery memperkenalkan produk terbaiknya kepada konsumen dan masyarakat agar kesadaran merek Sababay Winery semakin kuat dan meningkat. During the Covid-19 pandemic and the era of globalization competition, it became a problem in the tourism sector, especially the food and beverage industry which was affected. One of the beverage industry companies in Bali, namely Sababay Winery, has been able to survive in this crisis. Apart from Sababay Winery, there are several local wine companies that are competitors to Sababay, namely Hatten Wine, Plaga, Cape Discovery, and Isola which are both operating. This condition raises competition among local wine companies that must create or enhance a strong brand in the community. In this effort the role of Public Relations is very important to increase Brand Awareness in society. The focus of this research is the role of Public Relations in increasing public awareness of Sababay Winery's products and company. Using the marketing mix strategy theory of Thomas L. Harris's Public Relations which is famous for the concept of 'P.E.N.C.I.L.S'. The research method is descriptive qualitative using data triangulation with different data collection namely observation, interviews, and documentation. Public Relations marketing activities take place in increasing brand awareness of the 7 Public Relations marketing strategies. Activities such as publications, carrying out interesting activities, good relations with the community, cooperating with other companies increase a positive image, provide services and are able to take advantage of technology by packaging it in an up to date, millennial style. All of these activities are Sababay Winery's serious efforts to introduce its best products to consumers and the public so that Sababay Winery's brand awareness gets stronger and increases.