Strategi PR Mom Uung Dalam Memperkuat Reputasi Brand Melalui Program Affiliate. (Strategi PR Mom Uung Dalam Memperkuat Reputasi Brand Melalui Program Affiliate).

Rahmah, Mas Rara Aisyah (2025) Strategi PR Mom Uung Dalam Memperkuat Reputasi Brand Melalui Program Affiliate. (Strategi PR Mom Uung Dalam Memperkuat Reputasi Brand Melalui Program Affiliate). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the Public Relations (PR) strategy implemented by Mom Uung in managing digital-based affiliate programs and its impact on brand reputation. The study uses a qualitative approach with a case study method. Data were obtained through digital observation, documentation, and in-depth interviews with active affiliates, and analyzed using source triangulation techniques to increase the validity of the findings. The results of the study indicate that Mom Uung's PR strategy focuses on message management through providing clear briefs, curating affiliates based on certain niches, and monitoring the communication style used by affiliates. In addition, it was found that two-way communication is built through an active digital community, where affiliates can discuss, provide input, and receive support. This strategy strengthens Mom Uung's reputation as a communicative, supportive, and consistent brand in conveying product value. Mom Uung's positive reputation is also formed from honest review-based content submitted by affiliates, which has been proven to be more trusted by consumers than paid advertising. This study emphasizes the importance of the role of PR as a manager of relationships and credibility in the context of affiliate-based digital marketing.

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