MARKETING PUBLIC RELATIONS MENTAL KITA CAFE IN MAINTAINING BRAND IMAGE

Abstract

In the ever-growing digital era, social media has emerged as the primary platform for businesses to interact with customers, build relationships, and strengthen their brand image. Mentalkita Café, a local café located in a metropolitan city, faces the challenge of attracting visitors’ attention and developing a strong presence in the midst of intense competition among cafés. This research aims to explore a variety of public relations strategies that can be implemented by Mentalkita Café to achieve these goals. Using a qualitative approach with a case study design, this study focuses on how the café applies different strategies in order to increase brand awareness, foster user engagement, optimize consumer interaction, and improve brand perception through social media. The strategies highlighted include producing creative and high-quality content, maintaining responsiveness to users, utilizing relevant hashtags, creating special event-based content, and building collaborations with local media partners. Findings indicate that Mentalkita Café has successfully applied these strategies to maintain visibility and secure a stable income, despite the highly competitive landscape. This research ultimately emphasizes the importance of well-planned and consistent public relations efforts through social media as a means for small businesses like cafés to achieve long-term sustainability, brand equity, and customer loyalty.