Krisna Maulana Nugraha, . (2025) STRATEGI MARKETING PUBLIC RELATIONS BY.U DALAM MENINGKATKAN BRAND IMAGE MELALUI EVENT (Studi Kasus Piala by.U Jawa Barat Series). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
by.U is one of Telkomsel’s products offering a digital end-to-end internet service for Generation Z and Millennials. Surveys indicate that by.U's level of awareness is still below that of its competitors, thereby necessitating an effective communication strategy to enhance brand image in parallel with increasing brand awareness. To address this, by.U organized the “Piala by.U” event, a nationwide futsal competition for junior and senior high school students across Indonesia. In organizing the event, by.U implemented a three-ways marketing public relations strategy: pull, push, and pass strategies. This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews with the by.U team, event participants, and spectators. The findings reveal that the pull strategy was implemented through social media promotion, collaborations with influencers and athletes, as well as user-generated content. The push strategy was carried out by offering exclusive benefits to participants, such as coaching clinics and fun matches with athletes and influencers. Meanwhile, the pass strategy was implemented through sponsorship activities with the Indonesian National Futsal Team, partnerships with the Indonesian Futsal Federation and the Ministry of Education, as well as support for local UMKM. The study concludes that the Piala by.U event plays a significant role in strengthening brand image through the effective implementation of marketing public relations strategies, which enhance audience engagement and create a positive perception of the brand.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 2110411276] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Rizkiya Ayu Maulida] [Penguji 2: Garcia Krisnando Nathanael] |
| Uncontrolled Keywords: | Marketing Public Relations, Brand image, Piala by.U Event |
| Subjects: | A General Works > AC Collections. Series. Collected works A General Works > AS Academies and learned societies (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | KRISNA MAULANA NUGRAHA |
| Date Deposited: | 06 Aug 2025 07:00 |
| Last Modified: | 06 Aug 2025 07:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39015 |
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