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MUHAMMAD BAHAUDDIN SYAH NAWAWI Pengarang Alamsyah, S.Sos,M.I.Kom Dosen Pembimbing 1 Agus Hitopa Sukma, S.H., M.I.Kom Anggota 1/Penguji 2 Rezzi Nanda Barizki, S.I.Kom., M.M Anggota 2/Penguji 3 (Misnan, S.S.,M.I.Kom Ketua Penguji/Penguji 1

STRATEGI PUBLIC RELATIONS DI CHARLES & KEITH MALL KELAPA GADING DALAM MEMPERTAHANKAN CITRA MERK PEMBELIAN Oleh Muhammad Bahaudin Syah Nawawi, NPM 03201940009 Public Relations plays an important role in establishing relationships with interested parties and helping organizations/companies to achieve organizational goals, both internal and external relations. Public Relations Charles & Keith MKG carries out communication in establishing working relationships, especially with consumers. Apart from that, Charles & Keith MKG also carries the brand image of an organization so this must be reflected in an orderly appearance and grammar. Public Relations Charles & Keith MKG has managed important roles in a company to create a comfortable working environment for leaders or employees who work in the company, starting from creating job desks for employees who are under the leadership of Public Relations Charles & Keith MKG. The importance of Public Relations in maintaining brand image and increasing purchases at Charles & Keith MKG has been recognized by Charles & Keith MKG. Therefore, the aim of this research is to find out how Public Relations can maintain brand image and increase purchases at Charles & Keith MKG. This research is a qualitative research. Data collection techniques use interviews, observation and documentation. The sample in this study was selected using a purposive sampling method with several criteria. Analysis of research data is descriptive qualitative.