<![CDATA[This research aims to analyze the implementation of Digital Public Relations (Digital PR) conducted by PT Infobank Media Group through its official TikTok account, @InfobankOfficial, in strengthening its brand image as a credible, educational, and adaptive financial media institution in the era of digital communication. The phenomenon stems from the shifting information consumption patterns of the younger generation, who are increasingly active on short-form video platforms such as TikTok. This study employs a qualitative descriptive case study method. Data were collected through in-depth interviews with three key informants (Business Development Manager, Social Media Specialist, and Assistant Manager of Infobank), two external triangulators, and direct observation of @InfobankOfficial TikTok content. Data were analyzed through stages of reduction, presentation, and conclusion drawing. The findings reveal that Infobank implements a Digital PR strategy by utilizing TikTok’s features—short videos, viral sounds, educational captions, and interactive tools—to deliver financial literacy messages in an engaging and easily digestible way. The use of two-way communication and adaptation to social media trends proved effective in increasing user engagement and strengthening the public perception of Infobank’s brand image as a modern, professional, and responsive financial media institution. This study highlights the importance of integrating creative content with educational value in Digital PR strategies to build a positive reputation and sustain audience trust in the digital communication era.]]>
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