The Role of T-Cash Public Relations in Building Brand Awareness Through @Tcash_Id Instagram Accounts

The development of technology presents modern and all-digital innovation. The development of technology is present in various sectors, one of which is a payment instrument that is now not using cash payment instruments. One of the innovations of technological developments is the presence of Tcash. Tcash is an electronic money held by Telkomsel that has been registered and supervised by Bank Indonesiatherefore public relations Tcash utilizes @tcashid Instagram account to build brand awareness. This study researchers use the post positivism paradigm. The research approach uses qualitative research which is a process of research and understanding based on methodology that investigates a social phenomenon and human problems. This study uses qualitative descriptive. Research uses the concept of public relations from Cutlip and Easts brand awareness concept. Based on the results of the research, TCashs public relations role in building brand awareness through @tcashid Instagram account is the role of public relations as manager of @tcash_id instagram accounts.