Strategi Marketing Public Relations dalam Meningkatkan Brand Awareness Big Buster Burger

Abstract

This study aims to analyze the Marketing Public Relations strategy implemented by Big Buster Burger to enhance brand awareness within an increasingly competitive culinary industry. The research employs a qualitative approach using a case study method. Data were collected through in-depth interviews with business managers, observation of promotional activities, and documentation of digital communication content published through social media and promotional events. Data were analyzed thematically to identify communication strategy patterns, forms of public engagement, and their impact on strengthening brand awareness. The findings reveal that the Marketing Public Relations strategy is implemented in an integrated manner through digital publications, collaboration with local influencers, promotional events, and active customer engagement management. These strategies contribute to expanding information reach, building a positive brand image, and increasing brand recognition among young consumers. The study highlights that relational and experience-based approaches serve as key elements in developing sustainable brand awareness for local culinary businesses.