Melanie Theresia Berentz Primary Author mixed material bibliography Jakarta LSPR 2022 en English

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The development of the culinary industry in Indonesia has been growing rapidly. This can be seen from the increasing number of restaurants that are present in the second largest city in Indonesia, Surabaya. As a result of globalization, the influence of Korean culture in Indonesia which is also called Hallyu has grown vastly, ranging from drama, music, films, variety shows, fashion styles, and culinary as well. Reddog is a Korean street food brand in Indonesia that offers a range of affordable Korean hotdog and topokki that do not contain any pork or lard. In order to survive in the midst of the intense competition of the culinary industry, Reddog applied a Marketing Public Relations strategy to build its brand awareness in Surabaya. This research aims to determine the Marketing Public Relations strategy of Reddog which will be analyzed using seven tools of Marketing Public Relations and the Three Ways Strategy (push, pull, and pass). This research uses a descriptive qualitative method. The result of this research is that Reddog was successful in building its brand awareness in Surabaya by using the push strategy in the form of publications (support media) and identity media as well as applying the pull strategy in the form of publications (social media) and events. During the implementation, Reddog also faced several obstacles that can be solved. Public Relations kualitatif skripsi 2022 Sylvia A. Roennfeld, M.Si Melanie Theresia Berentz NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PR.092.22 S101472SP Hanya Tersedia Softcopy. S1.PR.092.22 cover_thesis.jpg.jpg 7367 2023-02-09 15:23:51 2023-02-10 14:45:34 machine generated