Tiffany Karen Suwandi Primary Author mixed material bibliography Jakarta LSPR 2025 en English

Text

In recent years, tea culture in Indonesia has shifted dramatically from a traditional ritual to a modern lifestyle trend, particularly among younger generations. This transition creates a communication challenge for emerging tea brands seeking to stay relevant while preserving cultural authenticity. This research aims to analyze how Marketing Public Relations (MPR) strategies shape the brand image of Teazzi, a modern tea brand navigating these cultural and market changes. Utilizing Thomas L. Harris’s MPR strategies and Three Ways Strategy theory as the theoretical framework, this study adopts a qualitative descriptive method to explore the evolution of tea-drinking culture, the origins and positioning of Teazzi, and its specific PR tactics, including media relations, brand storytelling, influencer partnerships, and Instagram engagement. Data were collected through case studies, social media observation, and in-depth interviews with key stakeholders. The findings reveal that Teazzi effectively blends traditional tea elements with modern branding techniques, using strategic MPR to enhance brand visibility, build consumer trust, and establish a competitive advantage in Indonesia’s beverage market. This study provides practical insights for brand managers and PR practitioners, demonstrating how strategic MPR efforts can create compelling brand identities that resonate with modern consumers while maintaining cultural relevance. Keywords: tea culture, Teazzi, public relations, brand image, Public Relations & Digital Communication 2025 Skripsi-Kualitatif Bertha Yunita Permatasari, M.Si. Tiffany Karen Suwandi NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PRDC.160.25 S103027SP Hanya Tersedia Softcopy S1.PRDC.160.25 sampul_skripsi.jpeg.jpeg 9909 2026-01-02 12:11:03 2026-01-06 09:04:59 machine generated