Manajemen Kesan Honda Surabaya Center dalam Membangun Reputasi Melalui Spesial Event "Honda Beauty Search". (Honda Surabaya Center's Impression Management in Building Reputation Through the Special Event "Honda Beauty Search")

Anastashia Sartio, Febrina (2024) Manajemen Kesan Honda Surabaya Center dalam Membangun Reputasi Melalui Spesial Event "Honda Beauty Search". (Honda Surabaya Center's Impression Management in Building Reputation Through the Special Event "Honda Beauty Search"). Undergraduate thesis, University of 17 Agustus 1945.

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Abstract

Febrina Anastashia Sartio, 2024, “Impression Management of Honda Surabaya Center in Building Reputation Through the Special Event 'Honda Beauty Search'. This study aims to describe and analyze the impression management of Honda Surabaya Center in building its reputation through the special event "Honda Beauty Search," based on the five criteria of Impression Management according to Erving Goffman’s theory (Kriyantono, 2014). These five criteria include Ingratiation, Self-Promotion, Intimidation, Exemplification, and Supplication. This research adopts a qualitative approach, combining primary and secondary data sources. Data were collected through techniques such as observation, interviews, and documentation. The gathered data were analyzed through the stages of data collection, presentation, data reduction, and conclusion drawing. The findings of this study indicate that the impression management of Honda Surabaya Center in building its reputation through the special event "Honda Beauty Search" has been carried out fairly well. The event has had significant positive impacts, such as enhancing the reputation of Honda Surabaya Center, improving public relations with the company, and increasing consumer interest in the Honda brand. However, there are still several challenges that need to be addressed to further enhance the reputation and the positive impact of the event. These challenges include selecting candidates to represent the company's image, screening the background of all participants in the Honda Beauty Search event, the difficulty in making decisions to determine the winner among the registered candidates, and other obstacles that need to be overcome to improve the effectiveness and impact of the Honda Beauty Search event. By addressing these obstacles and continuing to conduct this special event regularly, it is expected to create an even greater and more sustainable impact on the reputation of Honda Surabaya Center. Keywords: Event, Honda Beauty Search, Reputation

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