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Strategies to Increase Purchase Intention through Integrated Marketing Communication with Brand Awareness as a Mediating Variable: A Study on Illona Tissue Products from PT Juragan Gemilang Indonesia
Abstrak (Bhs. Indonesia)
Penelitian ini bertujuan untuk menganalisis efektivitas strategi untuk meningkatkan minat beli produk Tisu Illona oleh PT Juragan Gemilang Indonesia dengan menggunakan pendekatan Komunikasi Pemasaran Terpadu (IMC). Penelitian ini berfokus pada iklan media sosial, bundling harga, sponsorship acara, dan peran kesadaran merek sebagai variabel mediasi. Desain penelitian kausal-eksplanatif kuantitatif digunakan untuk menguji hubungan sebab-akibat di antara variabel-variabel ini. Temuan penelitian menunjukkan bahwa iklan media sosial berdampak signifikan terhadap kesadaran merek tetapi tidak secara langsung memengaruhi minat beli. Bundling harga berdampak positif baik pada minat beli maupun kesadaran merek, tetapi kesadaran merek tidak memediasi hubungan di antara keduanya. Sponsorship acara berdampak signifikan terhadap kesadaran merek tetapi tidak berdampak langsung pada minat beli. Kesadaran merek berdampak signifikan terhadap minat beli dan memediasi pengaruh iklan media sosial dan sponsorship acara terhadap minat beli. Secara keseluruhan, penelitian ini menyoroti pentingnya bundling harga, sponsorship acara, dan kesadaran merek dalam meningkatkan minat beli, sementara iklan media sosial lebih efektif dalam membangun kesadaran merek daripada mendorong pembelian secara langsung. Penelitian ini menawarkan wawasan berharga untuk merancang strategi pemasaran yang lebih efektif bagi PT Juragan Gemilang Indonesia.
Abtrak (Bhs. Inggris)
This study aims to analyze the effectiveness of strategies to enhance purchase intention for Illona Tissue products by PT Juragan Gemilang Indonesia using an Integrated Marketing Communication (IMC) approach. It focuses on social media advertising, price bundling, event sponsorship, and the role of brand awareness as a mediating variable. A quantitative, causal-explanatory research design was employed to test the cause-and-effect relationships among these variables. The findings show that social media advertising significantly impacts brand awareness but does not directly influence purchase intention. Price bundling positively affects both purchase intention and brand awareness, but brand awareness does not mediate the relationship between them. Event sponsorship significantly influences brand awareness but does not have a direct impact on purchase intention. Brand awareness significantly affects purchase intention and mediates the effects of social media advertising and event sponsorship on purchase intention. Overall, the study highlights the importance of price bundling, event sponsorship, and brand awareness in boosting purchase intention, while social media advertising is more effective in building brand awareness than driving purchases directly. The research offers valuable insights for designing more effective marketing strategies for PT Juragan Gemilang Indonesia.
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