Strategi Public Relation dalam Membangun Citra Brand melalui Akun Instagram @prekin.id di Kota Bekasi

Abstract

From a Public Relations perspective, social media plays an important role in establishing two-way communication between companies and their audiences. The trend of using Instagram as a branding tool also happens with various local brands in Indonesia, including in Bekasi City. Increasingly fierce business competition requires business players to have creative and innovative communication strategies to be able to attract consumer attention. This study aims to understand the Public Relations Strategy in building the brand image through the Instagram account @prekin.id in Bekasi City. The method used is qualitative with a descriptive approach and a constructivist paradigm. Data collection techniques were carried out through observation, interviews, and documentation. The results of the Circular Model of SOME is indeed very effective and relevant if implemented by local F&B players like Prekin. These four dimensions (Share, Optimize, Manage, Engage) work simultaneously and in a circular manner, supporting each other to produce consistent communication stimuli. Well-planned cyber communication activities ultimately succeed in crystallizing the three components of brand image, which are the image of a quality product, the image of relevant users, and the image of a trustworthy company amid the tight competition in the geprek chicken culinary business in the Bekasi City area.