THE EFFECTIVENESS OF PUBLIC RELATIONS CAMPAIGN THROUGH TWITTER ON THE BRAND IMAGE OF BLOWFISH KITCHEN AND BAR (STUDY DESCRIPTIVE)

Abstract

In order to create good communication, Public Relations Practitioners should create Public Relations Campaign. PR Campaign is specifically aimed to enhance the target audience’s awareness and knowledge in order to grab their attention and create their positive perception or opinion towards corporate activities. Image is the consumer perception of a product, institution, brand, business, or person that may or may not correspond to “reality” or “actuality”. This thesis of “The Effectiveness of Public Relations Campaign Through Twitter on the Brand Image of Blowfish Kitchen and Bar” presents measurement of the customer’s respond towards Blowfish existence and promotions on Twitter as social media. Blowfish Kitchen and Bar is one of famous Kitchen and Bar in Jakarta which take a unique concept that combining Japanese style restaurant with exclusive lounge on its interior design. Since social media nowadays become one of biggest influence of society, Blowfish Kitchen and Bar using this strategy to maintain its good image and bounding to the customers. Maintaining brand image is quite easy by having a good relationship with the customers on social media. This research is conducted with the stratified sampling methodology by spreading the questionnaires to 30 followers of @BLOWF1SH (official twitter account of Blowfish Kitchen and Bar). It is a quantitative research which describe the effectiveness of Twitter on the Brand Image of Blowfish Kitchen and Bar, the result of this study is there is a medium correlation between Public Relations Campaign through Twitter on the Brand Image of Blowfish Kitchen and Bar in the eyes of Public. Blowfish Kitchen and Bar has a positive image, well known and liked by many people according to Know, Like and Image Analysis.