Pengaruh Promosi Produk Seafoodking terhadap Brand Awareness Produk

Abstract

Produk makanan olahan beku kini banyak diincar oleh konsumen karena dianggap lebih praktis. Di tengah maraknya brand baru produk makanan olahan beku yang bermunculan, PT. Fitrafood International masih menggunakan kegiatan promosi sampling dalam mempromosikan Seafoofking sebagai produk utamanya. Upaya promosi tersebut dilakukan di berbagai supermarket dan pasar-pasar tradisional. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh kegiatan promosi yang dilakukan dalam membangun dan membentuk Brand Awareness produk SeafoodKing serta untuk mengetahui bagaimana pemahaman konsumen terhadap produk SeafoodKing dan minat konsumen untuk membeli produk SeafoodKing. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Data primer yang digunakan adalah data yang diperoleh secara langsung dari kuesioner. Teknik analisis yang digunakan adalah rumusan korelasi product moment. Hasil penelitian menunjukkan variabel direct marketing, sales promotion, humas dan personal selling berpengaruh secara signifikan terhadap brand awareness produk.

Kata Kunci: promosi sampling, seafoodking, brand awareness

Frozen food products are now much targeted by consumers because it is considered more practical. In the middle of the rampant new brand of frozen processed food products that have sprung up, PT. Fitrafood International still uses sampling promotion activities to promote Seafoofking as its main product. This promotional effort is conducted in various supermarkets and also traditional markets. This study aims to determine how the influence of promotional activities in building and forming Brand Awareness of SeafoodKing products, and also to find out how the consumer understanding of SeafoodKing products and its interest to buy SeafoodKing products. This research uses quantitative method with associative approach. This research uses primary data obtained from the questionnaire. The analysis technique used is product moment correlation formula. The results showed that the variables of direct marketing, sales promotion, public relations and personal selling significantly influence brand awareness of the product.

Keywords: sampling promotion, seafoodking, brand awareness