Analisis Strategi Marketing Public Relations Pijar Sekolah Telkom Indonesia Untuk Meningkatkan Brand Awareness

Abstract

Pijar Sekolah Is One Of The Digital Learning Applications Developed By Telkom Indonesia, Offering Various Features As A Solution For Educational Needs. At Its Initial Launch, Pijar Sekolah Faced Strong Competition From Other Digital Learning Platforms That Were Already Well-Known Among The Public. To Increase Its Brand Awareness, Pijar Sekolah Implemented Public Relations Marketing Strategies. This Study Aims To Analyze The Public Relations Marketing Strategy Used By Pijar Sekolah In Enhancing Its Brand Awareness. This Research Uses A Descriptive Qualitative Method With Data Collection Techniques Including Interviews, Observation, And Documentation. The Results Indicate That Pijar Sekolah Applied A Pull Strategy By Actively Participating In National Education-Related Events, Collaborating With Influential Figures, Utilizing Internal And External Media Coverage, Managing Social Media Content, And Consistently Applying Brand Identity. A Push Strategy Was Carried Out By Distributing Brochures At Educational Events And Establishing Relationships With Local Departments Of Education. A Pass Strategy Was Implemented Through The Digital Documentation Of Activities And The Dissemination Of Educational News. These Public Relations Marketing Strategies Have Been Proven Effective In Increasing Pijar Sekolah’s Brand Awareness.

Keywords : Strategy, Public Relations Marketing, Pijar Sekolah, Brand Awareness

Abstrak

Pijar Sekolah Merupakan Salah Satu Aplikasi Belajar Digital Dari Telkom Indonesia Yang Menghadirkan Fitur-Fitur Sebagai Solusi Bagi Pendidikan. Pada Awal Kemunculannya Pijar Sekolah Harus Bersaing Dengan Platform Belajar Lainnya Yang Sudah Dikenal Lebih Dahulu Oleh Masyarakat. Pijar Sekolah Melakukan Strategi Marketing Public Relations Untuk Meningkatkan Brand Awarenes. Penelitian Ini Bertujuan Untuk Mengetahui Strategi Marketing Public Relations Untuk Meningkatkan Brand Awarenes. Penelitian Ini Menggunakan Metode Kualitatif Deskriptif Dengan Teknik Pengumpulan Data Berupa Wawancara, Observasi Dan Dokumentasi. Hasil Penelitian Menunjukkan Bahwa Pijar Sekolah Melaksanakan Pull Strategy, Dengan Ikut Berpartisipasi Rutin Dalam Kegiatan Pendidikan Berskala Nasional, Bekerjasama Dengan Dengan Tokoh Berpengaruh, Serta Memanfaatkan Pemberitaan Media Internal Dan Eksternal Konten Media Sosial Serta Penggunaa Identitas Secara Konsisten. Push Strategy Dengan Aktif Mendistribusikan Brosur Dalam Event Edukasi Dan Pendekatan Dengan Dinas Pendidikan. Passs Strategy Melalui Dokumentasi Kegiatan, Berita Edukatifdi Secara Digital. Strategi Marketing Public Relations Yang Telah Dilakukan Terbukti Dapat Meningkatkan Brand Awareness Pijar Sekolah.

Kata Kunci : Strategi, Marketing Public Relations, Pijar Sekolah, Brand Awareness