STRATEGI EVENT PUBLIC RELATIONS PADA PLATFORM MEDIA SOSIAL INSTAGRAM KOMMAKSI 2025 DALAM MEMBANGUN BRAND ENGAGEMENT

Intan Ayu Lestari. Student ID. 202210040311041. Event Public Relations Strategy on the KOMMAKSI 2025 Instagram Social Media Platform in Building Brand Engagement. Undergraduate Thesis, Communication Science Study Program, Faculty of Social and Political Sciences, Muhammadiyah University of Malang, 2025.

This study aims to examine the Event Public Relations strategy at KOMMAKSI 2025 through the use of Instagram and how this strategy builds brand engagement. The research is motivated by the increased use of social media as a means of event communication, especially among students and school students. The research method uses a qualitative case study approach with data collection techniques including in-depth interviews, observation of the Instagram account @kommaksi, and documentation. The validity of the data is reinforced through source triangulation, technique triangulation, and member checks. The research analysis refers to the two-way symmetrical communication model (Grunig & Hunt), and the concept of Integrated Marketing Communication (IMC), and the Social Media Engagement theory (Brodie, et al.).
The research results show that the success of PR strategies is influenced not only by theory but also by other supporting factors such as the consistency of the retro visual identity created by PDD, cross-division coordination, as well as the utilization of Instagram features (reels, interactive stories, collaborative posts, and insights). Support from sponsors and media partners also helps increase publication reach. Brand engagement emerges through cognitive, emotional, and behavioral involvement of the audience, as seen from likes, comments, reposts, and participation in event activities. Overall, the use of Instagram is considered effective in expanding the reach of information and building closer relationships with the public.