PENGARUH PUBLIC RELATION, ADVERTISING, DAN WORD OF MOUTH TERHADAP BRAND AWARENESS PRODUK UMKM: STUDI KASUS PADA TOKO X CAKE AND BAKERY

Abstract

ABSTRAK
Pemasaran merupakan sebuah aktivitas yang telah biasa terjadi dalam perusahaan untuk menciptakan, mengkomunikasikan, menyampaikan serta menawarkan produk atau jasa yang bernilai kepada konsumen. Untuk mendapatakan perhatian dari konsumen, perlu adanya strategi pemasaran dari perusahaan yang dapat menggambarkan tingkat kesadaran konsumen terhadap produk yang ditawarkan atau brand awareness. Brand awareness merupakan suatu sikap positif yang diberikan masyarakat kepada perusahaan. Brand awareness dipengaruhi oleh beberapa faktor, antara lain public relation, advertising, dan word of mouth. Perusahaan perlu memperhatikan faktor-faktor yang mempengaruhi brand awareness sehingga awareness yang dihasilkan tinggi. Penelitian ini bertujuan untuk mengetahui sekaligus menjelaskan pengaruh public relation, advertising, dan word of mouth terhadap brand awareness di Toko X Cake and Bakery. Penulis memilih perusahaan ini dikarenakan perusahaan tersebut saat ini memiliki permasalahan pada penguatan brand awareness. Jumlah sampel yang digunakan adalah sebanyak 160 responden yang terdiri dari pelanggan Toko X maupun yang bukan pelanggan. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner secara online. Teknik analisis yang digunakan yaitu analisis regresi linear berganda. Metode pengujian hipotesis menggunakan alat bantu program SPSS v26.0. Setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik. Hasil penelitian menunjukkan bahwa variabel public relation, advertising, dan word of mouth berpengaruh positif dan signifikan terhadap brand awareness.

Kata kunci: public relation, advertising, word of mouth, brand awareness

ABSTRACT
Marketing is an activity that is common in companies to create, communicate, deliver and offer products or services of value to consumers. To get the attention of consumers, it is necessary to have a marketing strategy from the company that can describe the level of consumer awareness of the products offered or brand awareness. Brand awareness is a positive attitude given by the community to the company. Brand awareness is influenced by several factors, including public relations, advertising, and word of mouth. Companies need to pay attention to the factors that affect brand awareness so that the awareness generated is high. This study aims to determine as well as explain the influence of public relations, advertising, and word of mouth on brand awareness at X Cake and Bakery Stores. The author chose this company because the company currently has problems in strengthening brand awareness. The number of samples used were 160 respondents consisting of customers of Store X and non-customers. Data was collected by distributing online questionnaires. The analysis technique used is multiple linear regression analysis. The hypothesis testing method uses the SPSS v26.0 program tool. Each variable tested was valid and reliable, and was modelly feasible according to the classical assumption test. The results showed that the variables of public relations, advertising, and word of mouth had a positive and significant effect on brand awareness.

Kata kunci: public relation, advertising, word of mouth, brand awareness