Abstract:
The rapid increased from internet access in Indonesia has generated many startup companies. One of the categories is financial technology (Fintech) industry, in particular peer-to-peer lending system (P2P lending). KoinWorks is one of fintech startup companies with P2P lending system from Indonesia. Current situation has led KoinWorks to utilize the value of public relations, such as engage, communicate and build awareness to the public. This research is conducted to analyze the role and strategy of PR in building brand awareness of financial technology institution. By using generic descriptive qualitative method, the data were collected through in-depth interview, observation and relevant documents. Two persons were chosen as informants. They are KoinWorks PR manager and KoinWorks head of marketing. Two customers were chosen to be interviewed as data triangulation. Roles and strategies were identified with 4 roles of Dozier and Broom (1995) and MPR strategies by Kotler and Keller (2012). PR KoinWorks works under marketing department in which PR is influenced by MPR strategies. This research shows that PR emphasizes the managerial role more rather than technician. KoinWorks identify three main roles of PR which are PR executive, PR internal and media relations. However, there are only 4 strategies applied; which are news, events, speech, and sponsorship.
