Ardella Lathifah Purwanto Primary Author mixed material bibliography Jakarta LSPR 2022 en English

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A Marketing Public Relations strategy is a process of planning and evaluation that stimulates customers and boosts sales. In Indonesia, there are a lot of local beauty brands that are highly competitive to attract the interest of their target market. Runa beauty is an Indonesian indie brand that successfully attract and creates good awareness to the public through their creative MPR activity which is #CareWithRuna with a great brand value. The purpose of this research is to find out through the #CareWithRuna program, how the implementation of MPR Activity of Runa Beauty in creating brand awareness to the public. The method utilized for this research is Qualitative descriptive by collecting primary data through in-depth interviews with the PR team of Runa Beauty, PR experts, and Loyal customers of Runa Beauty. The theory used in this research is Computer Mediated Communication which also used the 4 out of 7 main tools of Marketing Public Relations to analyze according to Kotler and Ketler in 2016 to measure the evidence. The result is, Runa Beauty has successfully created and built their brand awareness through the marketing strategy and brand value that they had. Public Relations kualitatif skripsi 2022 Alexander Mamby Aruan, M.Si Ardella Lathifah Purwanto NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PR.018.22 S101228SP Hanya Tersedia Softcopy. S1.PR.018.22 cover_thesis.jpg.jpg 7118 2023-02-07 12:21:36 2023-02-08 16:12:41 machine generated