Fergiansyah, Ryan (2025) Kampanye PR “Pilih Yang Pasti Aja” PT. Kencana Maju Bersama Secara Omnichannel Untuk Meningkatkan Brand Awareness. (PR Campaign “Pilih Yang Pasti Aja” PT Kencana Maju Bersama Omnichannel to increase brand awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to analyze the omnichannel strategy carried out by PT Kencana Maju Bersama through their campaign which has the theme “Choose Yang Pasti Aja” in an effort to increase brand awareness. This research uses qualitative research methods using descriptive and case study approaches. The data collection techniques that researchers use are through in-depth interviews, observation, and documentation. The data obtained will be analyzed through the process of data reduction, data presentation and conclusion drawing. The findings of this study indicate that the campaign conducted by PT Kencana Maju Bersama successfully utilizes omnichannel strategies through various channels owned by the company, such as social media (Instagram), Billboard, and Videotron. This campaign successfully reached audiences aged 18-30 years. In addition, billboard media installed in several cities such as Surabaya, Bandung, Cirebon, and Denpasar managed to achieve a total brand awareness exposure of 10,252 motorists and pedestrians, with Surabaya as the area with the highest exposure. This campaign not only increased awareness of the Kencana brand, but also succeeded in educating consumers about the risks of using mild steel that does not meet SNI standards. In addition, this campaign will strengthen the company's image as a provider of quality mild steel with SNI standards. Although this campaign provides results that are said to be quite good. However, there are some challenges such as differences in the level of engagement on each published content. This research confirms that the implementation of the omnichannel strategy owned by PT Kencana Maju Bersama is able to have a positive impact on increasing brand awareness and consumer education. It is expected that the surapa campaign can provide more optimal results in the future.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Campaign, PR, Omnichannel, Brand Awareness |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152100172 Ryan Fergiansyah |
| Date Deposited: | 12 Mar 2002 15:56 |
| Last Modified: | 12 Mar 2002 15:56 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/36912 |
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