Muhammad Muminto Arief, Karlina Elvira Gahara


The development of photography in Indonesia has grown and developed into one of the currently popular lifestyle. It can be seen from the emergence of new habits, which always bring and use a camera wherever they go. In recent times, the world of photography being back again to repeat the past trend, namely that berjeniskan ancient camera instant camera, Polaroid. Amid the rise of the digital world, bringing back Polaroid instant camera new aura with her , where it can be seen that the instant camera is a camera that can produce your own company image directly, a few seconds after the shooting. Since this is an old brand which then rise again of course, required the emergence of brand awareness of the community on this product, to be sold and accepted in the market. The
method used is descriptive qualitative method. The results obtained are Tokopolaroid marketing public relations strategy to build brand awareness is by publication, doing media identity, conduct and follow the events, making
news, speech, conduct public service activies, and cooperate with the sponsor. Where to perform these activities will arise seven brand awareness of audience and also make it easier for the audience more aware of Polaroid
products and increase the purchasing power of public relations marketing strategies have been effective in its implementation Tokopolaroid


Photography, Marketing

Full Text:



Aker, A. David. Building Strong Brand, The Free Press, New York, 2003.

-----------, Manajemen Ekuitas Merek, PT. Mitra Utama, Prentice Hall.

Alwasilah, A. Chaedar. Pokoknya Kualitatif, Dasardasar Merancang dan Melakukan Penelitian Kualitatif, Pustaka Jaya, Jakarta, 2006.

Anggoro M. Linggar. Teori dan Profesi Kehumasan serta Aplikasinya di Indonesia, PT. Bumi Aksara, Jakarta, 2002.

Asumpta, Rumanti Maria. Dasar-Dasar Public Relations: Teori dan Praktek, PT. Gramedia Widia Sarana Indonesia, Jakarta, 2002.

Cresswell John W. Research Design, KIK Press, Jakarta, 2003.

Effendy, Onong Uchjana. Ilmu Komunikasi dan Praktek, PT. Remaja Rosdakarya, Bandung, 2005.

Harris. L. Thomas The Marketer & Guide To Public Relations How Todays, Top Company Are Using The New Public Relations To Gain Competition

Edge. John Willey & Sons Inc, New York, 1993.

Iriantara, Yosal. Manajemen Strategis Public Relations, Ghalia Indonesia, Jakarta, 2004.

Jefkins, Frank. Public Relations, Erlangga, Jakarta, 1998.

Kotler, Philip. Manajemen Pemasaran : Analisis, Perencanaan, Implimentasi dan Pengendalian Jilid I, Edisi ke6, Erlangga, Jakarta, 1995.

----------- dalam buku Wilson Sinamora, Aura Merek, Gramedia Pustaka Utama, Jakarta, 2003.

M. Cutlip. Effective Public Relations, Edition, Prentice Hall, Englewood, Cliffs, New Jersey, 1985.

Moleong, J. Lexy. Metodologi Penelitian Kualitatif, Edisi Revisi, PT. Remaja Rosdakarya, Bandung, 2005.

McNeal, N, James. Customer Behavior and Integrated of Approach, Little Brown & Co, Toronto, 2002.

Oliver, Sandra. Strategy Public Relations, Erlangga, Jakarta, 2007.

Rakhmat, Jalaludin. Metode Penelitian Komunikasi, PT. Remaja Rosdakarya, Bandung, 1984.

Ruslan, Rosady. Manajemen Public Relations dan Media Komunikasi Edisi Revisi, PT. Raja Grafindo Persada, Jakarta, 1998.

Kiat dan Strategi Kampanye Public Relations, Raja Grafindo Persada, Jakarta, 2002.

Salim, Agus. Teori dan Paradigma Penelitian Sosial, PT. Wacana, Yogyakarta, 2001.

Sugiyono. Metode Penelitian Bisnis, CV. Alfabeta, Bandung, 2008. Metode Penelitian Kualitatif, Kuantitatif dan R&D, Alfabeta, Bandung, 2006.

Usman, Husaini dan Setiady Purnomo Akbar.

Metodologi Penelitian Sosial, PT. Bumi Aksara, Jakarta, 2003.

Wiryanto, Pengantar Ilmu Komunikasi, PT. Grasindo, Jakarta, 2004.

Sumber Lain

Khasali, Rhenald. Kamus Istilah Periklanan Indonesia, Materi Advertising, Gramedia, 1996.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

 Indexed by:


 Recommended Tools :



WACANA: Jurnal Ilmiah Ilmu Komunikasi

Fakultas Ilmu KomunikasiUniversitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271 (Chat Only)



Creative Commons License

WACANA: Jurnal Ilmiah Ilmu Komunikasi Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.