Pengelolaan Public Relations Online Dalam Upaya Membangun Brand Image Koffietijd

Abstract

Public Relations Online is a form of Public Relations that uses the internet as a means of publicity in its function within an organization. Where it is different from conventional Public Relations which carries out all its publicity activities in the real/physical world, if Online Public Relations does its publicity in cyberspace by utilizing internet media. By looking at the current developments, koffietijd.co.id was established as an online media, where the koffietijd.co.id website provides information on all news about culinary products from Koffie Tijd Café & Resto. The products in the news on the koffietijd.co.id website really need speed in information. This study uses descriptive qualitative methods, as well as observation. The author uses qualitative research methods because qualitative research methods are very suitable to explain the problem to be studied and provide data that can explain the problem and its solution. The descriptive method is a fact finding with the right interpretation. Descriptive research studies problems in society, as well as the procedures that apply in society and certain situations, including relationships, activities, attitudes, views and ongoing processes and the effects of an event. Meanwhile, field observations are carried out using a system that has been implemented related to image development (branding), including marketing, imaging strategies, and social media branding. Then, the qualitative method was carried out by interviewing internal and external sources.Public relations online is the management of the koffietijd.co.id website which is carried out by Koffietijd Café & Resto in an effort to build the Koffietijd Café & Resto brand image, then creates brand loyalty (brand loyalty) in order to increase the number of consumers, directly encouraging Koffietijd Café & Resto to make efforts – efforts to manage online public relations, therefore efforts to manage online public relations in an effort to build Koffietijd's brand image have a framework of thought using public relations management theory through a 4-step process, defining the problem, planning and programming, taking action and communicating, evaluating the program, then collaborated with the STPDB concept (Segmentations, Targeting, Positioning, Differentiations, Branding), one of which was Dutch-style as differentiation through the management of the koffietijd.co.id website. The results of this study indicate that the management of online public relations implemented by Koffietijd is quite effective for the company in an effort to build Koffietijd's brand image. The management of public relations is quite effective, because the company is quite successful in implementing online public relations through the koffietijd.co.id website. Because Koffietijd adopted the internet, it experienced rapid development in the midst of an increasingly heterogeneous society and could reach a larger target audience.

Keywords:   Branding, Brand image, Differentations, Evaluation The Program, Public Relation Online , Positioning, Publicity, Social Media Branding, Targeting