Cyber PR Strategy on Start-Up Company in Building Brand Awareness (Study on Indonesia Start-Up Company: Jendela360)

Abstract

The development of technology in globalization era has a huge impact on various aspects, one of which is the development of startup companies in Indonesia. One of the start-up companies in Indonesia is Jendela360, which is engaged in leasing apartments located in Jakarta. Although it has been established for almost 2 years, Jendela360 is still not widely known by the people of Indonesia. Results from the pre-research showed that brand awareness on Jendela360 is still very low. This research aims to describe cyber PR strategy used by Jendela360 to build Brand Awareness because the activity of start-up company is mostly conducted in cyberspace. The method used in this research is descriptive qualitative and the data is collected by using interview method. The result of this study indicates that Cyber PR strategy conducted by Jendela360 as a start-up company in building brand awareness is by improving SEO through writing, release and posting on social media. It can be concluded that Jendela360 has conducted a good public relations strategy to improve its brand awareness, ranging from problem definition, program planning, action and communication, and evaluate in accordance with public relations strategy. It is expected that Jendela360 can increase the program or activity in order to increase their brand awareness.