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All Journal Tamilis Synex: Multidimensional Collaboration
Fahmi Wijayanto
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Strategi marketing public relations genio Untuk mempertahankan brand awareness Melalui influencer endorsement Fahmi Wijayanto; RR Roosita Cindrakasih; Rizky Hidayat
Tamilis Synex: Multidimensional Collaboration Vol. 3 No. 1 (2025): Tamilis Synex: Multidimensional Collaboration
Publisher : CV Edujavare Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70610/tls.v3i1.748

Abstract

His study aims to analyze the marketing public relations strategy implemented by Genio in maintaining brand awareness through influencer endorsement. This research employs a qualitative method with a descriptive approach through in-depth interviews, observation, and documentation. The findings indicate that Genio's marketing public relations strategy focuses on the Three Ways Strategy, consisting of Pull, Push, and Pass Strategies. In the Pull Strategy, Genio utilizes influencer endorsement to convey product information through storytelling content. In the Push Strategy, Genio provides exclusive discount codes through influencers to encourage audience purchases. Lastly, in the Pass Strategy, Genio builds relationships with the audience through a content- based campaign called "Genio Spreads Cleanliness." This campaign aims to raise audience awareness of the importance of environmental cleanliness while strengthening Genio's brand awareness.
Co-Authors Rizky Hidayat RR Roosita Cindrakasih