cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Unang arifin
Contact Email
bcspr@unisba.ac.id
Phone
+6285723033508
Journal Mail Official
bcspr@unisba.ac.id
Editorial Address
UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
Location
Kota bandung,
Jawa barat
INDONESIA
Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
 1 
Search results for , issue "153-160" : 1 Documents clear
Konten Parodi dalam Membangun Brand Awarenss di TikTok Muhammad Sahal Mahfud; Riza Hernawati
Bandung Conference Series: Public Relations 153-160
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.23992

Abstract

Abstract. This study examines the Marketing Public Relations strategy of Sahal Hijab in building brand awareness on TikTok through a case study of the @sahalhijabofficial account. As social media creates new opportunities for brands to communicate creatively, Sahal Hijab utilizes TikTok by adopting parody content as its distinctive communication strategy. This research aims to analyze the content selection concept, content creation process, and the reasons for using parody content to build brand awareness. A qualitative approach with a case study method was employed. Data were collected through in-depth interviews with internal team members and active followers, observation of the TikTok account @sahalhijabofficial, and literature studies. Data validity was ensured through source and technique triangulation. The findings indicate that content selection is based on audience characteristics, platform features, and brand identity. The content creation process is conducted collaboratively through structured stages, from idea generation to publication. Parody content is used because it attracts attention, differentiates the brand from competitors, and creates emotional connections with the audience. The study concludes that Sahal Hijab’s Marketing Public Relations strategy effectively builds brand awareness through the integration of strategic content selection, collaborative content production, and parody-based communication that is engaging, relevant, and memorable.   Abstrak. Penelitian ini mengkaji strategi Marketing Public Relations Sahal Hijab dalam membangun brand awareness di TikTok melalui studi kasus pada akun @sahalhijabofficial. Perkembangan media sosial memberikan peluang bagi merek untuk berkomunikasi secara kreatif, dan Sahal Hijab memanfaatkan TikTok dengan mengusung konten parodi sebagai strategi komunikasi yang membedakannya dari kompetitor. Penelitian ini bertujuan menganalisis konsep pemilihan konten, proses pembuatan konten, serta alasan penggunaan konten parodi dalam membangun brand awareness. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan tim internal dan pengikut aktif, observasi terhadap akun TikTok @sahalhijabofficial, serta studi pustaka. Keabsahan data diperoleh melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa pemilihan konten dilakukan berdasarkan karakteristik audiens, karakter platform, dan identitas merek. Proses pembuatan konten berlangsung secara kolaboratif melalui tahapan yang terstruktur, mulai dari pencarian ide hingga publikasi. Konten parodi dipilih karena mampu menarik perhatian, membedakan merek dari kompetitor, serta membangun kedekatan emosional dengan audiens. Penelitian ini menyimpulkan bahwa strategi Marketing Public Relations Sahal Hijab efektif membangun brand awareness melalui integrasi pemilihan konten yang strategis, proses produksi yang kolaboratif, dan komunikasi berbasis parodi yang menarik, relevan, dan mudah diingat.

Page 1 of 1 | Total Record : 1

 1 

Filter by Year

0000


Reset
Filter By Issues
All Issue Vol. 6 No. 1 (2026): Bandung Conference Series: Public Relations Vol. 5 No. 2 (2025): Bandung Conference Series: Public Relations Vol. 5 No. 1 (2025): Bandung Conference Series: Public Relations Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations Vol. 4 No. 1 (2024): Bandung Conference Series: Public Relations Vol. 3 No. 3 (2023): Bandung Conference Series: Public Relations Vol. 3 No. 2 (2023): Bandung Conference Series: Public Relations Vol. 3 No. 1 (2023): Bandung Conference Series: Public Relations Vol. 2 No. 2 (2022): Bandung Conference Series: Public Relations Vol. 2 No. 1 (2022): Bandung Conference Series: Public Relations Vol. 1 No. 1 (2021): Bandung Conference Series: Public Relations 645-650 637-644 631-636 621-630 615-620 607-614 599-606 589-598 581-588 573-580 565-572 553-564 543-552 537-542 527-536 517-526 509-516 501-508 491-500 483-490 473-482 465-472 455-464 445-454 435-444 427-434 417-426 409-416 401-408 393-400 383-392 375-382 367-374 359-366 351-358 341-350 333-340 325-332 313-324 305-312 297-304 285-296 275-284 267-274 259-266 251-258 241-250 233-240 223-232 213-222 205-212 197-204 189-196 179-188 169-178 161-168 153-160 145-152 137-144 More Issue