Aliffa Augustin, . (2026) STRATEGI MARKETING PUBLIC RELATIONS TIEBYMIN MELALUI PROGRAM TIEBYMIN GANG DALAM MEMBANGUN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
AWAL.pdf Download (919kB) |
|
Text
ABSTRAK.pdf Download (298kB) |
|
Text
BAB I.pdf Restricted to Repository UPNVJ Only Download (614kB) |
|
Text
BAB II.pdf Restricted to Repository UPNVJ Only Download (464kB) |
|
Text
BAB III.pdf Restricted to Repository UPNVJ Only Download (361kB) |
|
Text
BAB IV.pdf Restricted to Repository UPNVJ Only Download (855kB) |
|
Text
BAB V.pdf Restricted to Repository UPNVJ Only Download (314kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (315kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository staff only Download (428kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (441kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (17MB) |
|
Text
Artikel KI.pdf Restricted to Repository staff only Download (484kB) |
Abstract
The increasing competition in the modest fashion industry encourages Tiebymin to strengthen its Brand Awareness through a more participatory Marketing Public Relations (MPR) strategy, one of which is the Tiebymin Gang ambassador community program. This study aims to analyze the implementation of Tiebymin's MPR strategy through the Tiebymin Gang program in building Brand Awareness among Muslim female teenagers. This research employed a descriptive qualitative approach, with data collected through in-depth interviews, observation, and documentation. Informants consisted of Tiebymin's internal team and eight Muslim female teenagers aged 14–20 years representing the brand's target audience. Data were analyzed using the Miles and Huberman interactive model and validated through source triangulation. The findings reveal that Tiebymin implemented its MPR strategy through Harris's four interconnected stages: defining the problem, planning and programming, taking action and communicating, and evaluating. The implementation was dominated by the P.E.N.C.I.L.S. elements of publications, events, inform or image, and social responsibility. The program positioned the ambassador community as a communication medium bridging the brand and its target audience through a personal, participatory, and authentic approach, complementing the brand's official social media communication. This strategy contributed to building Brand Awareness by enabling audience recognition, recall of Tiebymin's characteristics, and positive brand associations, though it has not yet consistently reached the top-of-mind stage.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411162] [Pembimbing: Aan Setiadarma] [Penguji 1: Witanti Prihatiningsi] [Penguji 2: Windhi Tia Saputra] |
| Uncontrolled Keywords: | Ambassador Community, Brand Awareness, Marketing Public Relations, Muslim Female Teenagers, Tiebymin Gang |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| 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: | ALIFFA AUGUSTIN |
| Date Deposited: | 31 Aug 2026 02:05 |
| Last Modified: | 31 Aug 2026 02:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53143 |
Actions (login required)
 |
View Item |