Peran Public Relations Dalam Membangun Brand Awareness (Studi Kasus pada Fakultas Teknologi Informasi, Universitas Kristen Satya Wacana - Salatiga)

Abstract

In its development, there have been many non-profit institutions such as universities that feel the need to build and increase brand awareness in public. In building community brand awareness of private tertiary institutions, a special role is needed to make the institution have a positive image in public. This study aims to determine the role of public relations done by the promotion team of Information Technology Faculty in building brand awareness among students and the community. This study also wants to know how the brand awareness of students and the public about the Information Technology Faculty (FTI). This is descriptive qualitative research with a case study approach. The results of this study indicate the roles as Expert Prescriber, Communication Facilitator, Problem Solving Process Facilitator, Communication Technician, Good Image Maker, Communicator, and Relationship done by the promotion team to build brand awareness among students and public. FTI-UKSW has reached the brand recognition stage in the brand awareness pyramid.