Analisis Strategi Marketing Public Relations dalam Mempertahankan Brand Image Kresna Decoration

Abstract

Industri acara pernikahan saat ini mengalami perkembangan pesat yang menyebabkan persaingan ketat. Pelaku usaha di bidang ini menghadapi berbagai tantangan seperti perubahan tren, ekspektasi pelanggan, dan inovasi. Hanya perusahaan yang berhasil memanfaatkan strategi komunikasi pemasaran yang mampu bertahan, membangun kesadaran merek, menarik calon pelanggan, dan mempertahankan loyalitas klien. Kresna Decoration, perusahaan di bidang wedding decoration dan corporate event, berhasil membangun persepsi positif publik dan memperkuat citra mereknya.Tulisan ini membahas penerapan strategi marketing public relations di Kresna Decoration dengan teori PENCILS dari Thomas L. Harris, menggunakan observasi, wawancara, dan studi pustaka sebagai metode pengumpulan data. Selain itu, analisis SWOT digunakan untuk meninjau strategi, mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman, serta memberikan panduan perbaikan. Hasil penelitian menunjukkan bahwa strategi tersebut efektif dalam mempertahankan brand image Kresna Decoration di tengah persaingan bisnis yang berkembang.

The wedding event industry is currently experiencing rapid growth, leading to intense competition. Businesses in this field face various challenges, such as changing trends, customer expectations, and innovation. Only companies that successfully leverage marketing communication strategies can survive by building brand awareness, attracting potential customers, and maintaining client loyalty. Kresna Decoration, a company in the wedding decoration and corporate event sector, has successfully built a positive public perception and strengthened its brand image.T his paper discusses the application of marketing public relations strategies at Kresna Decoration using the PENCILS theory by Thomas L. Harris, employing observation, interviews, and literature studies as data collection methods. Additionally, SWOT analysis is used to review the strategies, identify strengths, weaknesses, opportunities, and threats, and provide improvement guidance. The research results show that these strategies are effective in maintaining Kresna Decoration's brand image amid the evolving business competition.