Strategi Public Relations Dalam Meningkatkan Brand Awereness Fit Flex Gym Melalui Influencer TikTok

Strategi Public Relations Dalam Meningkatkan Brand Awereness Fit Flex Gym Melalui Influencer TikTok

• By Aulia Putri, Syifa Fauziah;
• Jurnal Nasional Terakreditasi
• 88
• 1-10

Abstract

This research aims to explore the public relations strategies implemented by Fit and Flex

Gym in increasing brand awareness through the utilization of fitness influencers on the

social media platform TikTok. The background of this study arises from the expanding

role of TikTok as an effective digital medium for delivering messages to audiences,

particularly among the younger generation, which is the primary target of fitness

services. The research employs a descriptive qualitative approach with data collection

techniques including in-depth interviews, direct observation, and documentation.

Informants in this study include internal parties from Fit and Flex Gym as well as

influencers involved in promotional activities. The data analysis process refers to the

public relations strategy framework and the Integrated Marketing Communication (IMC)

theory. The conclusion of this study states that the use of fitness influencers on TikTok,

when strategically designed, can be a significant instrument in building brand image and

expanding brand awareness. The researcher recommends regular evaluation of content

effectiveness and the development of cross-platform influencer collaborations to reach a

wider audience.

Keywords: Public Relations,Brandwereness,influencer,TikTok,Communications Strateg

• Katakunci Hubungan Masyarakat, Kesadaran Merek, Influencer, TikTok, Strategi Komunikasi
• URL https://journal.yp3a.org/index.php/mukasi/authorDashboard/submission/5899
• Penerbit MUKASI: Jurnal Ilmu Komunikasi, Kota Jakarta Utara DKI Jakarta

REFERENSI

Abdussamad, Z. (2021). metode penelitian kualitatif. In Syakir Media Press (Vol. 1, Issue

1).

Amalia, A. Z., & Kurniawati. (2023). PENGARUH POSITIF SOCIAL MEDIA

MARKETING ACTIVITIES TERHADAP REPURCHASE INTENTION

MELALUI

BRAND AWARENESS DAN BRAND IMAGE. Jurnal Ekonomi Trisakti, 3(1), 427–

438. https://doi.org/10.25105/jet.v3i1.15602

Ardianto Pamungkas. (2024).LAPORANPRAKTIKKERJALAPANGAN

PROGRAMKEYOPINIONLEADERS(KOL)COLLABORATIONS

UNTUKMENGENALKANBRANDHOTELMORAZENYOGYAKARTA.

David, A. (1991). Managing Brand Equity. Journal of Marketing, 56(2), 125.

http://www.jstor.org/stable/1252048?origin=crossref

Fahmi, R. F. (2022). Strategi Komunikasi Badan Kepegawaian dan Pengembangan

Sumber Daya Manusia dalam Digitalisasi Pelayanan Kenaikan Pangkat Pegawai

Negeri Sipil. Jurnal Peurawi: Media Kajian Komunikasi Islam, 5(1), 63.

https://doi.org/10.22373/jp.v5i1.12733

Fenetta, A. (2020). PENGARUH BRAND AWARENESS DAN PERCEIVED

QUALITY TERHADAP PURCHASE INTENTION: BRAND LOYALTY

SEBAGAI VARIABEL MEDIASI. 4(2009), 270–275.

KUSADJIBRATA, N. (2019). Vol. XXIII No. 2 Agustus 2019 ISSN : 1978-6972.

Efektifitas Media Sosial Sebagai Sumber Berita Dalam Newsroom Televisi (Studi Kasus

Kompas Tv), XXIII(2), 104–119.

Manager, P. R., Yumiko, A., Liang, L., & Widagdo, M. B. (2024). Strategi Public

Relations Dalam Event Edukasi Antikorupsi “ Gemakan Aksi ” Di Kota Semarang.

Marianti. (2023). PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP

PERILAKU SOSIAL KEAGAMAAN (Studi Mahasiswa Program Studi Sosiologi

Agama UIN Raden Intan Lampung). Keagamaan, Perilaku Sosial.

http://repository.radenintan.ac.id/30855/

Penyiaran, K., Daerah, I., & Barat, J. (2018). Konten lokal digitalisasi dan Pandemi

Covid-19 di Lembaga Penyiaran Jawa Barat.

Rahayu, I. D. (2023). Pengaruh trend Outfit of The Day dan Influencer Marketing

terhadap Impulsive Buying Konsumen Tiktok generasi Z. 1–142.

Rika Widianita, D. (2023). PENERAPAN COMPANY PROFILE PT. GRIYA IDOLA

INDUSTRIAL REAL ESTATE DALAM CUSTOMER RELATIONS. ATTAWASSUTH: Jurnal Ekonomi Islam, VIII(I), 1–1