Digital Marketing Governance for Enhancing MSME Sales Performance in Malang, Indonesia

Abstract

This study aims to analyze the public relations strategy implemented by the Rapspoint brand in building brand image through collaboration with Key Opinion Leaders (KOL) in the digital game service industry, especially Mobile Legends games. The research uses the constructivism paradigm with descriptive qualitative methods and case study approaches. Primary data was obtained through semi-structured interviews with public relations, the partnership team, three Key Opinion Leaders, and users of Rapspoint services, supported by observation and documentation studies. The validity of the data was tested through triangulation of sources, methods, and time, while data analysis referred to the theory of the Four Steps Public Relations Effective by Broom and Sha which included the stages of fact-finding, planning, action and communication, and evaluation, with the implementation stage analyzed using the concept of PENCILS mix. The results of the study show that Rapspoint has implemented the four stages in a structured manner, starting from identifying the challenges of cloning accounts and the need for public trust, the preparation of criteria for selecting KOLs and key messages, the implementation of five of the seven elements of PENCILS involving KOLs, to evaluations that show an increase in audience trust. KOL collaboration is utilized as a strategy to build a positive brand image, although the challenges of cloned accounts still need to be overcome in an ongoing manner.