Marketing Public Relations Strategy to Build Image of Innisfree through the Use of Virtual Reality

Main Article Content

Fathia Ramadani
Kiki Rizqi Sofia

Abstract

This research is about the marketing public relations strategy to build a brand image of Innisfree through the use of Virtual Reality (VR). It is essential to enhance the brand in the middle of intense competition in the beauty industry in Indonesia to gain public interest. This research aims to analyze the marketing public relations strategy to build a brand image of Innisfree through the use of VR. This research uses a qualitative method with a descriptive attribute. The collection of primary data is through in-depth interviews with the internal and external informant, dan secondary literature study. The examination of data credibility is using source triangulation. According to the result from a pull strategy i.e., performed online publications, holding media events, online competition, and carry out the survey directly as well as an online survey.

Article Details

Section
Articles
Author Biographies

Fathia Ramadani, Fakultas Ilmu Komunikasi, Jurusan Public Relations, STIKOM The London School of Public Relations

STIKOM The London School of Public Relations

Kiki Rizqi Sofia, Fakultas Ilmu Komunikasi, Jurusan Public Relations, STIKOM The London School of Public Relations

STIKOM The London School of Public Relations

References

Ardianto, E. (2010). Metode Penelitian Untuk Public Relations Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media.

Harris, T. L., & Whalen, P. T. (2006). The Marketer’s Guide to Public Relations in the 21st Century. Ohio: Thomson Higher Education.

Innisfree. (2017). Tentang Innisfree “Konsep Brand.” Retrieved from http://www.innisfree.com/id/id/BrandPage.do?pageName=brand_concept [Accessed: March 28, 2018].

Jefkins, F. (2002). Public Relations. Jakarta: Penerbit Erlangga.

Jerald, J. (2016). The VR Book “Human-Centered Design for Virtual Reality.” New York: ACM.

Kemenperin. (2016). Berita Industri: Produk Impor Kuasai Pasar Kosmetik. Retrieved from http://www.kemenperin.go.id/artikel/11943/Produk-Impor-Kuasai-Pasar-Kosmetik [Accessed: March 25, 2018].

Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M., & Tan, C. T. (2009). Marketing Management: An Asian Perspective (5th Ed.). Singapore: Pearson Education South Asia.

Oliver, S. (2007). Strategi Public Relations. Jakarta: Penerbit Erlangga.

Saggio, G., & Ferrari, M. (2012). New Trends in Virtual Reality Visualization of 3D Scenarios. In Virtual Reality - Human Computer Interaction. doi:10.5772/46407

Smith, R. D. (2013). Strategic Planning for Public Relations. New York: Sheridan Group.

Sukmadinata, N. S. (2007). Metode Penelitian Pendidikan. Bandung: Remaja Rosdakarya.

Tranggono, R. I., & Latifah, F. (2007). Buku Pegangan Ilmu Pengetahuan Kosmetik. Jakarta: PT. Gramedia Pustaka Utama.

Wahid, U., & Puspita, A. E. (2017). Upaya Peningkatkan Brand Awareness PT . Go-Jek Indonesia Melalui Aktivitas Marketing Public Relations. Jurnal Komunikasi, 9, 31–43.

Wasesa, S. A., & Macnamara, J. (2010). Strategi Public Relations. Jakarta: PT. Gramedia Pustaka Utama.

Wulandari, D. (2016). Ramai Brand Korea Bertarung di Pasar Kosmetik, Siapa Menang? Retrieved from https://mix.co.id/marcomm/news-trend/ramai-brand-korea-bertarung-di-pasar-kosmetik-siapa-menang [Accessed: March 15, 2018].