Strategi Digital Marketing PR Produk Respiro
Authors: Muhammad Nur Reiza  , Tresna Wiwitan  
Published: March 2024

Abstract. Digital marketing on the instagram became one of the key media in promoting, introducing, or market a product. The fame of products or many societies as consumers is interested in the products of Respiro is not in spite of the important role of public relations respiro that are constantly working to build trust through instagrams with @respiroiindonesia accounts. There is a strategy to promote through digital marketing that is expected to keep product image secure., Wake up awareness brand Respiro in the eyes of social media users. Promotion with a strategy built through digital marketing on instagram by PR Respiro intends to form a brand image, introducing, treating brands that are known to consumers in conventional and convergence. Research objectives know & analyze owned digital marketing marketing public relations products breath on instagram @respiroindonesia. Know & analyze the earned digital marketing strategy public relations products breath on instagram @respiroindonesia. Find out & analyze a paid digital marketing strategy for public relations products respiro on instagram @respiroindonesia. Theory used in research: Digital marketing public relations of Owned. Earned. Pied. Method used qualitative descriptive (descriptive analysis). Data collection techniques consist of interviews, observation, documentation, The study of literature..Source selection uses a purposive sample recall technique.Sources consist of: Arif Gampang Utomo as CEO & Owner respiro Indonesia .Muhammad Rosyid Ridho As Public Relations & Brand Manager Respiro. Imam Ramadhan Vilayati as a production and operational team brand product. Research results show that public relations respiro using owned, earned, and paid in the digital marketing public relations strategy of respiro products on instagram @ respiroindonesia creates respiro brand content that in the post is unexpected short, The original content is posted in variations. To give approval, giveaway to determine the target market. Posting brand photos and videos in the right time, Interesting and unique using the caption, Hashtag corresponds to respiro product brand.
Abstrak. Digital marketing di instagram menjadi salah satu media penting dalam mempromosikan, memperkenalkan, atau memasarkan suatu produk. Terkenalnya produk atau banyaknya masyarakat sebagai konsumen tertarik pada produk Respiro tidak terlepas dari peran penting public relations Respiro yang secara berkelanjutan bekerja untuk membangun kepercayaan melalui instagram dengan akun @respiroindonesia. Adanya strategi untuk mempromosikan melalui digital marketing diharapkan dapat menjaga citra produk masih terjamin, terbangun kesadaran merek Respiro di mata masyarakat pengguna media sosial. Promosi dengan strategi yang  dibangun melalui digital marketing di instagram oleh PR Respiro bermaksud membentuk brand image, mengenalkan, merawat brand yang sudah dikenal konsumen secara konvensional dan konvergensi. Tujuan penelitian mengetahui & mengkaji owned strategi digital marketing public relations produk Respiro di instagram @respiroindonesia. Mengetahui & mengkaji earned strategi digital marketing public relations produk Respiro di instagram @respiroindonesia. Mengetahui & mengkaji paid strategi digital marketing public relations produk Respiro di instagram @respiroindonesia. Teori yang digunakan dalam penelitian: Digital marketing public relations yang berupa Owned. Earned. Paid. Metode yang digunakan deskriptif kualitatif (deskriptif analisis). Teknik pengumpulan data terdiri dari wawancara, observasi, dokumentasi, studi kepustakaan. Pemilihan narasumber mengunakan teknik penarikan sampel purposif. Narasumber terdiri dari: Arif Gampang Utomo sebagai CEO & Owner Respiro Indonesia. Muhammad Rosyid Ridho sebagai Public Relations & Brand Manajer Respiro. Imam Ramadhan Vilayati sebagai tim produksi dan operasional brand produk. Hasil penelitian menunjukkan: public relations Respiro menggunakan owned, earned, dan paid dalam strategi digital marketing public relations produk Respiro di instagram @respiroindonesia menciptakan konten brand Respiro yang di posting tidak berjangka pendek, konten orsinal yang di posting secara variatif. Memberikan endorsement, giveaway agar target market bisa ditentukan, memposting brand produk foto dan video di waktu yang tepat, menarik dan unik dengan menggunakan caption, hashtag sesuai dengan brand produk Respiro.