The retail market in Indonesia has experienced rapid growth, particularly in the e-commerce sector, fueled by increasing internet penetration, smartphone usage, and digital payment systems. However, challenges related to product quality and customer trust continue to hinder the expansion of online shopping. This study focuses on the implementation of Marketing Public Relations (MPR) strategies to position Joybasic as a premium fashion brand trusted provider of high-quality basics in the Indonesian e-commerce market. The research employs a mixed-method approach, combining qualitative interviews with Joybasic customers and qualitative surveys to assess consumer perceptions of trust and product quality. Findings reveal that MPR strategies, such as transparent communication, customer engagement, and social media presence, play a pivotal role in enhancing customer trust and loyalty. By emphasizing product authenticity, clear return policies, and consistent brand messaging, Joybasic can differentiate itself as a reliable, premium brand in the competitive e-commerce landscape. This study highlights the importance of MPR in shaping brand perception and provides actionable recommendations for e-commerce brands seeking to build trust with their customers. The research contributes to the growing field of e-commerce marketing and provides valuable insights for emerging fashion brands.

Keywords: Marketing Public Relations (MPR), E-commerce Trust, Brand
Positioning, Joybasic