STRATEGI KOMUNIKASI PUBLIC RELATIONS DALAM MEMBANGUN BRAND IMAGE “GOODTIME CHOCO DIP”

(Studi Kualitatif Deskriptif pada PT. Arnotts Indonesia)

Abstrak

Goodtime Choco Dip merupakan produk terbaru dari PT Arnott’s Indonesia yang diluncurkan pada bulan Agustus tahun 2022 dan menjadi salah satu produk best seller diantara produk Goodtime lainnya 80% dari total penjualan brand Goodtime chocodip. Penelitian ini membahas tentang strategi komunikasi PR untuk membangun Brand Image produk Goodtime Choco Dip. Pendekatan deskriptif kualitatif digunakan dengan teknik pengumpulan data melalui wawancara dan observasi yang dilaksanakan di kantor PT Arnotts Indonesia dari bulan Oktober 2023 sampai Juni 2024 Dalam Tekniknya Peneliti melakukan penelitian partisipatif yang termasuk dalam kategori partisipasi penuh. Metode wawancara menggunakan pertanyaan terbuka dan tidak terarah sedangkan landasan analisis menggunakan 4 tahapan proses PR (research, planning, action and communication, evaluation). Hasil penelitian menunjukkan dalam aspek Research, Goodtime melakukan riset mendalam untuk menentukan target pasar dan positioning yang tepat. Planning, strategi Goodtime untuk memperkuat brand image dilakukan melalui marketing mix strategy/consumer journey. Action and Communication, dilakukan kampanye dengan tagline Goodtime Choco Dip “Coklatnya Diip Bangeeet!” di media massa dan media sosial, televisi dan event BundFest berkolaborasi dengan selebritis dan influencer. Evaluation, dilakukan melalui beberapa metriks konsumen maupun media seperti Brand Health Tracking (BHT). Strategi komunikasi PR yang diterapkan oleh Good Time telah berhasil membangun brand image yang positif untuk produk Good Time Choco Dip.

Goodtime Choco Dip is the newest product from PT Arnott's Indonesia which was launched in August 2022 and has become one of the best sellers among other Goodtime products 80% of total sales of the Goodtime Chocodip brand. This research discusses PR communication strategies to build the Brand Image of Goodtime Choco Dip products. A qualitative descriptive approach was used with data collection techniques through interviews and observations carried out at the PT Arnotts Indonesia office from October 2023 to June 2024. The interview method used open questions while the basis for analysis used the 4 stages of the PR process (research, planning, action and communication, evaluation). The research results show that in the research aspect, Goodtime conducted in-depth research to determine the right target market and positioning. Planning, Goodtime's strategy to strengthen its brand image is carried out through a marketing mix strategy/consumer journey. Action and Communication, a campaign was carried out with the tagline Goodtime Choco Dip "Coklatnya Diip Bangeeet!" in mass and social media, television and the BundFest event in collaboration with celebrities and influencers. Evaluation is carried out through several consumer and media metrics such as Brand Health Tracking (BHT). PR communication strategy implemented by Good Time has succeeded in building a positive brand image for the Good Time Choco Dip product.