STRATEGI KOMUNIKASI MARKETING PUBLIC RELATIONS OHS (OH SEMMY) MAKE-UP DALAM MEMBANGUN BRAND AWARENESS MELALUI SOCIAL MEDIA.

Abstract

OHS Make-up Artist is one of the male make-up artists in Malang City. It becomes a big challenge for a man to compete in the world of the Make-up Artists which women dominate. Therefore, we need a marketing strategy that can increase sales volume from time to time. The purpose of this study was to analyze the marketing public relations strategy of OHS Make-up Artists in building brand awareness through social media. This is descriptive qualitative research. This study uses observation, interviews, and documentation as data collection techniques with the target population of the general public in the city of Malang aged between 18 to more than 30 years. The result of the study indicates that OHS Make-up Artist uses a push strategy, namely, using social media (Whatsapp & Instagram) as a medium of communication and information. It also uses Advertising on Instagram stories, as well as being a sponsor for some photoshoot events. At the same time, the pull strategy is in the form of collaboration with beauty products and influencers as promotion (re-branding) and portfolio enhancement. At the brand awareness level, OHS Make-up Artist is in the Brand Recognition position because people still need a stimulus to get to know OHS Make-up Artist's service products.