Cyber Public Relations (E-PR) dalam Brand Image Wardah Kosmetik dengan Pedekatan Mixed Method

Abstract

Di tengah pesatnya perkembangan teknologi informasi dan komunikasi saat ini, praktisi public relations dituntut mampu memanfaatkan media internet (cyber public relations) dalam rangka mempromosikan produk dan sekaligus membangun brand image perusahaan. Sebagai produk kosmetik, Wardah telah melakukan aktivitas cyber public relations sebagai sarana pemasaran bagi produk-produk kosmetiknya. Selain itu, aktivitas cyber public relations juga bertujuan agar brand image Wardah semakin melekat dalam benak konsumen dan bisa dikenal lebih luas lagi. Penelitian ini bertujuan guna mengetahui bagaimana pengaruh cyber public relations terhadap brand image Wardah dalam benak para konsumennya. Penelitian ini menggunakan pendekatan mixed method. Penelitian diawali dengan pengumpulan data dan analisis kuantitatif, kemudian dilanjutkan dengan pengumpulan data dan analisis kualitatif. Hasil penelitian kualitatif tersebut digunakan untuk memberi penjelasan lebih lanjut mengenai fenomena yang belum dijelaskan berdasarkan hasil penelitian kuantitatif. Hasil penelitian ini menunjukkan bahwa aktivitas cyber public relations yang dilakukan oleh Wardah kosmetik berpengaruh secara signifikan terhadap brand image Wardah. Sementara hasil penelitian kualitatif menunjukkan bahwa hanya variabel situs pencari online dan media sosial yang berhubungan dengan aktivitas cyber public relations Wardah.

Kata Kunci: Cyber public relations, brand image, wardah kosmetik,

In the midst of rapid development of information and communication technology, public relations practitioners are required to take advantage of internet media (cyber public relations) in order to promote products and simultaneously build the company's brand image. As a cosmetic product, Wardah has been doing cyber public relations activities as a marketing tool for its cosmetic products. In addition, Wardah cyber public relations activities are also aims to make Wardah brand image more embedded in the minds of consumers and can be known more widely. This study aims to determine how the influence of cyber public relations toward Wardah’s brand image in the minds of its customers. This research uses mixed method approach. The research begins with data collection and quantitative analysis, followed by data collection and qualitative analysis. The results of qualitative research are used to provide further explanation of the phenomena that have not been described based on the results of quantitative research. The results of this study indicate that cyber public relations activities conducted by Wardah cosmetics significantly influence Wardah’s brand image. Meanwhile, the results of qualitative research indicate that only the variables of online search engine and social media related to Wardah’s cyber public relations activities.

Keywords: Cyber public relations, brand image, wardah cosmetics,