ANALYSIS OF THE ROLE OF MARKETING PUBLIC RELATIONS IN THE QUEEN OF MALL APPLICATION IN CREATING BRAND AWARENESS ON SOCIAL MEDIA

Abstract

Queen of Mall is a tourism brand engaged in the mall and retail sector. One of the ways Queen of Mall is doing this is by creating an application that contains information about retail and malls in Indonesia in one container. The purpose of this study is to explain and analyze the role of Queen of Mall's Marketing Public Relations in creating brand awareness through the presence of a Queen of Mall application on social media. This study uses several supporting concepts, namely Public Relations, Marketing Public Relations, brand awareness, and social media. The author also adds the theory of Integrated Marketing Communication (IMC). The author uses a qualitative approach and case study methods. The authors used data collected using in-depth interviews with five informants, observation, documentation, and literature study to get the study results. This study indicates that the role and activities of Marketing Public Relations are mainly carried out through publications through social media and halal certification programs, making the Queen of Mall application better known by malls, retailers, the government, and some people. The obstacles faced by Queen of Mall in carrying out its role are the lack of public knowledge of the Queen of Mall application and the inhibition of content from the mall and retail. Based on the results of this study, the role of Marketing Public Relations in the Queen of Mall application on social media should be intensified with the aim that malls, retail, tenants, government, and the public are more aware of the emergence of the Queen of Mall application through social media.