Marketing Public Relations Strategy to Build Image of Innisfree through the Use of Virtual Reality

Fathia Ramadani, Kiki Rizqi Sofia


This research is about the marketing public relations strategy to build a brand image of Innisfree through the use of Virtual Reality (VR). It is essential to enhance the brand in the middle of intense competition in the beauty industry in Indonesia to gain public interest. This research aims to analyze the marketing public relations strategy to build a brand image of Innisfree through the use of VR. This research uses a qualitative method with a descriptive attribute. The collection of primary data is through in-depth interviews with the internal and external informant, dan secondary literature study. The examination of data credibility is using source triangulation. According to the result from a pull strategy i.e., performed online publications, holding media events, online competition, and carry out the survey directly as well as an online survey.


CMC theory; marketing public relations; image; publication; virtual reality


Ardianto, E. (2010). Metode Penelitian Untuk Public Relations Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media.

Harris, T. L., & Whalen, P. T. (2006). The Marketer’s Guide to Public Relations in the 21st Century. Ohio: Thomson Higher Education.

Innisfree. (2017). Tentang Innisfree “Konsep Brand.” Retrieved from [Accessed: March 28, 2018].

Jefkins, F. (2002). Public Relations. Jakarta: Penerbit Erlangga.

Jerald, J. (2016). The VR Book “Human-Centered Design for Virtual Reality.” New York: ACM.

Kemenperin. (2016). Berita Industri: Produk Impor Kuasai Pasar Kosmetik. Retrieved from [Accessed: March 25, 2018].

Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M., & Tan, C. T. (2009). Marketing Management: An Asian Perspective (5th Ed.). Singapore: Pearson Education South Asia.

Oliver, S. (2007). Strategi Public Relations. Jakarta: Penerbit Erlangga.

Saggio, G., & Ferrari, M. (2012). New Trends in Virtual Reality Visualization of 3D Scenarios. In Virtual Reality - Human Computer Interaction. doi:10.5772/46407

Smith, R. D. (2013). Strategic Planning for Public Relations. New York: Sheridan Group.

Sukmadinata, N. S. (2007). Metode Penelitian Pendidikan. Bandung: Remaja Rosdakarya.

Tranggono, R. I., & Latifah, F. (2007). Buku Pegangan Ilmu Pengetahuan Kosmetik. Jakarta: PT. Gramedia Pustaka Utama.

Wahid, U., & Puspita, A. E. (2017). Upaya Peningkatkan Brand Awareness PT . Go-Jek Indonesia Melalui Aktivitas Marketing Public Relations. Jurnal Komunikasi, 9, 31–43.

Wasesa, S. A., & Macnamara, J. (2010). Strategi Public Relations. Jakarta: PT. Gramedia Pustaka Utama.

Wulandari, D. (2016). Ramai Brand Korea Bertarung di Pasar Kosmetik, Siapa Menang? Retrieved from [Accessed: March 15, 2018].



  • There are currently no refbacks.

Copyright (c) 2019 Jurnal Penelitian Komunikasi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright © 2019 BPSDMP Bandung