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@thesis{thesis,
author={Fovi Anjeli Rosalia Sagala },
title ={PENGARUH BAURAN KOMUNIKASI PEMASARAN TERHADAP
BRAND AWARENESS DAN DAMPAKNYA TERHADAP MINAT BELI
KONSUMEN (STUDI KASUS PADA UMKM MAMIKEKI LAMPUNG)},
year={2023},
url={http://digilib.unila.ac.id/77555/},
abstract={Penelitian ini bertujuan untuk mengetahui pengaruh bauran komunikasi
pemasaran terhadap brand awareness dan dampaknya terhadap minat beli
konsumen pada UMKM Mamikeki Lampung. Bauran komunikasi yang diteliti
terdiri dari periklanan periklanan (advertising), promosi penjualan (sales
promotion), pemasaran langsung (direct marketing), humas penjualan (public
relation), serta penjualan pribadi (personal selling). Jenis penelitian ini adalah
penelitian kuantitatif dengan metode survey. Analisi yang digunakan adalah
analisis regresi linier berganda dan analisis regresi linier sederhana. Populasi
dalam penelitian ini adalah konsumen Mamikeki Lampung bulan Mei-Juni 2023
dengan jumlah sampel sebanyak 99 orang. Teknik pengambilan sampel yang
digunakan adalah accidental sampling dan purposive sampling. Metode analisis
yang digunakan adalah analisis regresi linier berganda dan analisis regresi linier
sederhana dengan menggunakan SPSS versi 26. Hasil penelitian menunjukkan
bahwa bauran komunikasi pemasaran yang terdiri dari periklanan (advertising),
promosi penjualan (sales promotion), pemasaran langsung (direct marketing),
humas penjualan (public relation), serta penjualan pribadi (personal selling)
berpengaruh secara simultan terhadap brand awareness sebesar 64,4% dan brand
awareness berpengaruh terhadap minat beli sebesar 53,4%.
Kata kunci: Bauran komunikasi pemasaran, brand awareness, minat beli,
UMKM Mamikeki Lampung
This research aims to determine the influence of the marketing communications
mix on brand awareness and its impact on consumer purchasing interest in
MSMEs in Mamikeki Lampung. The communication mix studied consisted of
advertising, sales promotion, direct marketing, public relations and personal
selling. This type of research is quantitative research with a survey method. The
analysis used is multiple linear regression analysis and simple linear regression
analysis. The population in this research is Mamikeki Lampung consumers in
May-June 2023 with a sample size of 99 people. The sampling techniques used
were accidental sampling and purposive sampling. The analytical method used is
multiple linear regression analysis and simple linear regression analysis using
SPSS version 26. The results of the research show that the marketing
communication mix consists of advertising, sales promotion, direct marketing,
public relations sales (public relations) and personal selling (personal selling)
simultaneously influence brand awareness by 64.4% and brand awareness
influences purchasing interest by 53.4%.
Key words: Marketing communications mix, brand awareness, consumer
purchasing interest, UMKM Mamikeki Lampung}
}