¹Deviana Monica, ²Fallah Akbar

^1,2LSPR Communication & Business Institute. Jl. K.H. Mas Mansyur No. Kav. 35, RT.12/RW.11, Karet Tengsin, Kecamatan Tanah Abang, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10220.

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i1n27

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ABSTRACT

This research aims to analyze the marketing public relations strategy of Akulaku E-Commerce Government in raising brand awareness. The purpose of this research is to find out and understand the marketing public relations strategy of Akulaku , including its obstacles and corresponding possible solutions that could be implemented by Akulaku by using theory of public relations strategy, and brand awareness. Thus, the research method used was a qualitative approach which consisted of data contents collected through in depth interview. In-depth interviews were obtained from internal informants which are the member of the Business Development division. The results of the research revealed that there is a successful marketing public relations strategy by Akulaku to build brand awareness to the publics. However, on the other hand, there are also obstacles and some public relations strategies that have not been implemented by Akulaku to raise brand awareness. Therefore, Akulaku is expected to utilize all existing public relations strategies at their disposal, as well as to improve their promotion and incessantly implement more online methods in order to increase brand awareness and maintain their status as a platform that is believed to be one of the main virtual credit e- commerce applications.

KEYWORDS:

communication, public relations marketing strategy, public relations strategy, brand awareness, Akulaku

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VOlUME 04 ISSUE 01 JANUARY 2025