PENGARUH PROMOTION MIX TERHADAP BRAND AWARENESS PT HM SAMPOERNA TBK MELALUI PRODUK TERBARU SAMPOERNA A PLATINUM

Andreas Sulistio

Abstract


Abstract  - This study aims to determine the influence of Promotion Mix consisting of Advertising, CSR, Direct Selling, Sales Promotion, and Personal Selling to Brand Awareness from PT HM Sampoerna Tbk through latest Sampoerna A Platinum products. This research uses quantitative approach with Simple Random Sampling method with SPSS software. The number of samples used in this study were 100 samples.

                The results of this study indicate that Promotion Mix consisting of Advertising has a positive effect on Brand Awareness (1), CSR has a positive effect on Brand Awareness (2), Direct Selling has positive influence on Brand Awareness (3), Sales Promotion has positive effect on Brand Awareness (4 ), and Personal Selling have a positive effect on Brand Awareness (5)

Abstrak   - Penelitian ini bertujuan untuk mengetahui pengaruh dari Promotion Mix yang terdiri dari Advertising, CSR, Direct Selling, Sales Promotion, dan Personal Selling terhadap Brand Awareness dari PT HM Sampoerna Tbk melalui produk terbaru Sampoerna A Platinum. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Simple Random Sampling dengan software SPSS. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 sampel.

                Hasil penelitian ini menunjukkan bahwa Promotion Mix yang terdiri dari Advertising berpengaruh positif terhadap Brand Awareness (1), CSR berpengaruh positif terhadap Brand Awareness (2), Direct Selling berpengaruh positif terhadap Brand Awareness (3), Sales Promotion berpengaruh positif terhadap Brand Awareness (4), dan Personal Selling berpengaruh positif terhadap Brand Awareness (5)


Keywords


Promotion Mix, Brand Awareness, Cigarettes, Sampoerna, PT HM Sampoerna Tbk.

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References


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