Pengaruh Promosi Produk Seafoodking terhadap Brand Awareness Produk

Egi Dian Shintarani

Abstract


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


Full Text:

PDF

References


Aaker, David. 2015. Aaker on Branding: 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. Jakarta: PT. Gramedia Pustaka Utama.

Alifahmi, Hifni. 2008. Marketing Communication Orchestra: Harmonisasi Iklan, Promosi dan Marketing Public Relation. Bandung: Examedia Publishing.

Dhurup, M. [et al.]. 2014. The Impact of Packaging, Price and Brand Awareness on Brand Loyality : Evidence from The Paint Retailing Industry. Diakses dari http://dx.doi.org10.4102/ac.v14i1.194

Ghozali, Imam. 2013. Aplikasi Analisis Multivariat dengan Program IBM SPSS 21. Semarang: Badan Penerbitan Universitas Diponegoro.

Herdana, Auditya. 2015. Analisis Kesadaran Merek (Brand Awareness) Terhadap Produk Asuransi Jiwa Prudential Life Assurance (Studi pada Pru Passion Agency Jakarta). Universitas Sam Ratulangi

Junaidi. 2010. Titik Presentase Uji Validitas, Uji Autokorelasi, Uji T, dan Uji F. Diakses dari http://junaidichaniago.wordpress.com

Kottler, Philip dan Kevin Lane Keller. 2009. Marketing Management. Jakarta: Erlangga.

Morissan. 2014. Periklanan Komunikasi Pemasaran Terpadu.Jakarta: Kencana.

Mulyana, Deddy. 2011. Ilmu Komunikasi: Suatu Pengantar. Bandung: Remaja Rosdakarya.

Purwandari, Suci. 2014. Pengaruh Promosi Terhadap Brand Awareness pada Politeknik Indonusa Surakarta. Semarang: Politeknik Indonusa Semarang.

Puspitasari, Intan. 2009. Faktor-Faktor yang Mempengaruhi Efektivitas Iklan dalam Menumbuhkan Brand Awareness, Studi pada Program Periklanan Produk Telkom Flexi, pada Universitas Diponegoro Semarang. Semarang: Universitas Diponegoro Semarang.

Rangkuti. 2002. The Power of Brand. Jakarta : Gramedia Pustaka Utama.

Sekaran, Uma. 2009. Research Method for Bussines: Metodologi Penelitian untuk Bisnis. Jakarta : Salemba Empat.

Silalahi, Ulber. 2010. Metode Penelitian Sosial. Bandung: Refika Aditama.

Sudaryono. 2014. Perilaku Konsumen dalam Perspektif Pemasaran. Jakarta: Lentera Ilmu Cendekia.

Sugiyono. 2011. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: CV. Alfabeta.

Sujarweni, V. Wiratna. 2015. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.




DOI: http://dx.doi.org/10.31000/nyimak.v1i2.484

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Nyimak (Journal of Communication)



Nyimak (Journal of Communication) a Creative Commons Attribution-ShareAlike 4.0 International License. © All rights reserved 2017. Nyimak (Journal of Communication) (p-ISSN 2580-3803, e-ISSN 2580-3832)