STRATEGI PUBLIC RELATION DALAM MENINGKATKAN BRAND AWARENESS GYM RAI FITNESS CIBUBUR MELALUI INSTAGRAM

Abstract

This study aims to identify and analyze the Public Relation strategy implemented by Gym Rai Fitness Cibubur to increase brand awareness through Instagram. This research uses a qualitative approach with a case study design. Data were collected through observation of the Gym Rai Fitness Cibubur Instagram account, in-depth interviews with parties involved in public relation activities, and documentation of social media content. The data were analyzed descriptively using Grunig and Hunt’s Excellence in Public Relations theory and Aaker’s concept of brand awareness. The findings show that Instagram is used as a digital communication medium to deliver information about facilities, membership promotions, class schedules, fitness education, member activities, and company events. These strategies contribute to brand recognition, strengthen audience recall, and build a positive perception of Rai Fitness Cibubur. However, two-way communication with audiences still needs to be improved through more consistent use of Instagram’s interactive features.