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

Fathia Ramadani, Kiki Rizqi Sofia

Abstract


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.


Keywords


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

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DOI: https://doi.org/10.20422/jpk.v22i2.635

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