STRATEGI MARKETING PUBLIC RELATIONS R1 FOR MEN DALAM MEMBANGUN BRAND AWARENESS

Sheryl Delvina Aurora Anggoro, . (2025) STRATEGI MARKETING PUBLIC RELATIONS R1 FOR MEN DALAM MEMBANGUN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The growing demand for skincare in Indonesia has led to the rise of many local skincare brands. Intense competition in the skincare industry calls for effective strategies to build brand awareness. This study explores how the marketing public relations strategy PENCILS by Thomas L. Harris (1991) is applied by the skincare brand R1 For Men to establish brand awareness. The research focuses on the steps and activities carried out by R1 For Men as a new brand entering the market. Using a qualitative case study method and data triangulation, the study examines how the PENCILS strategy is implemented. From 2024 to 2025, R1 For Men applied all seven components of the PENCILS strategy through both conventional and digital media to introduce its products. The findings show that the use of social media, collaborations with Key Opinion Leaders (KOLs), brand campaigns, and participation in beauty events are the main activities undertaken to build awareness. By 2025, R1 For Men had reached the second level of brand awareness, brand recognition, by focusing on distributing information to consumers.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411006] [Pembimbing: Rizkiya Ayu Maulida] [Penguji 1: Aan Setiadarma] [Penguji 2: Kumala Hayati]
Uncontrolled Keywords: Brand Awareness, PENCILS Strategy, Skincare Brand
Subjects: H Social Sciences > H Social Sciences (General)
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: SHERYL DELVINA AURORA ANGGORO
Date Deposited: 12 Aug 2025 03:45
Last Modified: 01 Sep 2025 02:38
URI: http://repository.upnvj.ac.id/id/eprint/38961

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