IMPLEMENTASI MARKETING PUBLIC RELATIONS MELALUI MEDIA SOSIAL INSTAGRAM @voluntrip.kitabisa DALAM MEMBANGUN BRAND AWARENESS

Indonesia is a country that has large volunteer participation opportunities and can be utilized and managed well by organizations that focus on humanitarian issues and social activities. One of the organizations in Indonesia that provides this forum is Kitabisa.com with the name Voluntrip by Kitabisa. With the new age, Voluntrip by Kitabisa a strategy to increase brand awareness. Therefore, the importance of the Marketing Public Relations strategy is used to increase brand awareness. This research aims to describe the implementation of public relations marketing through social media Instagram @voluntrip.kitabisa build brand awareness.

This study used the theory of MPR (marketing public relations) by Thomas L. Harris. With a qualitative research approach. Data collection techniques are conducted using interviews and documentation with research objects, namely brand awareness formed on Voluntrip by Kitabisa through the implementation of MPR activities on social media Instagram @voluntrip.kitabisa , and informants from this study, namely Copywriter and Social Media Manager, Senior Content Creator, And Project Service.

The implementation of instagram @voluntrip.kitabisa account public relations marketing can't be done in building brand awareness to implement pull, push, and pass strategy. Brand elements, namely the name Volunrip by Kitabisa, logo, slogan, color, and communication message repeatedly using it are applied in pull, push, pass strategy in the form of content - konten instagram @voluntrip.kitabisa. These contents include flashback content, activity promotion content, collaboration post content, and giveaway and use user-generated content.