Strategi Digital PR (Public Relations) dalam Mempertahankan Loyalitas Pelanggan di @Kacamatamoo. (Digital PR (Public Relations) Strategy in Maintaining Customer Loyalty at @Kacamatamoo).

Meilania, Cindy (2023) Strategi Digital PR (Public Relations) dalam Mempertahankan Loyalitas Pelanggan di @Kacamatamoo. (Digital PR (Public Relations) Strategy in Maintaining Customer Loyalty at @Kacamatamoo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the era of globalization, characterized by the widespread use of the internet and social media, organizations have leveraged these platforms to promote their brands and create awareness among the masses. This phenomenon, known as Digital Public Relations (PR), involves utilizing digital media as a means of brand publicity. This research focuses on the application of Digital PR strategies in maintaining customer loyalty at Kacamatamoo, a unique and captivating eyewear company, and optical retailer. Additionally, Kacamatamoo operates several offline stores in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (JABODETABEK) areas. Employing a descriptive qualitative research method with a case study approach, the study incorporates interviews with the company's owner and marketing communication personnel as primary sources of information. Furthermore, observations of Kacamatamoo's Instagram and TikTok social media accounts were conducted to support the findings. The theoretical frameworks employed in this study are the Excellence PR theory and the Two-Way Symmetrical Model. The results indicate that Kacamatamoo utilizes digital public relations strategies by adopting the Two-Way Symmetrical Model, employing its four elements to maintain customer loyalty effectively. This strategy proves to be highly effective, informative, and responsive when implemented on digital media platforms, enabling broader customer reach and fostering loyalty towards the Kacamatamoo brand. Keywords: Digital Public Relations, Social Media, Customer Loyalty, Kacamatamoo

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