HUMAIRAH, CAMELIA (2026) HUBUNGAN BRANDING BIKA AMBON CI MEHONG DENGAN SIKAP PELANGGAN POTENSIAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid development of social media has made branding an important communication strategy in building relationships between brands and customers. Bika Ambon Ci Mehong is a culinary brand that utilizes Instagram through the @pikbakinghouse account as a branding medium to establish its brand identity and image. This study aims to examine the relationship between Bika Ambon Ci Mehong’s branding and potential customer attitudes. This study employed a quantitative approach using a correlational survey method. The population consisted of all followers of the Instagram account @pikbakinghouse, while the sample comprised 223 respondents selected using purposive sampling technique. Data were collected through questionnaires using a five-point Likert scale. The ordinal data were transformed into interval data using the Method of Successive Intervals (MSI) and analyzed using the Pearson Product Moment Correlation test with IBM SPSS Statistics version 26. The results indicate a positive, significant, and very strong relationship between Bika Ambon Ci Mehong’s branding and potential customer attitudes. This is evidenced by a Pearson Product Moment Correlation coefficient of 0.826 with a significance value of 0.000 (p<0.05). The findings demonstrate that branding dimensions, namely brand differentiation, brand awareness, brand image, brand loyalty, and brand value, are closely related to the formation of potential customer attitudes reflected in the cognitive, affective, and conative components. This study is expected to contribute to the development of communication studies, particularly in the field of Public Relations and digital marketing communication. Keywords: Branding, Potential Customer Attitudes, Public Relations Perkembangan media sosial telah menjadikan branding sebagai salah satu strategi komunikasi yang penting dalam membangun antara merek dengan pelanggan. Bika Ambon Ci Mehong merupakan salah satu produk kuliner yang memanfaatkan Instagram melalui akun @pikbakinghouse sebagai media branding untuk membangun identitas dan citra merek. Penelitian ini bertujuan untuk mengetahui hubungan antara Branding Bika Ambon Ci Mehong dengan Sikap Pelanggan Potensial. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang bersifat korelasional. Populasi penelitian adalah seluruh followers Instagram @pikbakinghouse, sedangkan sampel penelitian ini berjumlah 223 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert. Data ordinal kemudian ditransformasikan menjadi data interval menggunakan Method of Successive Intervals (MSI) dan dianalisis menggunakan uji korelasi Pearson Product Moment dengan bantuan IBM SPSS Statistics versi 26. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang positif, signifikan, dan sangat kuat antara Branding Bika Ambon Ci Mehong dengan Sikap Pelanggan Potensial. Hal ini dibuktikan dengan nilai koefisien korelasi Pearson Product Moment sebesar 0,826 dengan nilai signifikansi 0,000 (p<0,05). Hasil tersebut menunjukkan bahwa branding yang dibangun melalui dimensi brand differentiation, brand awareness, brand image, brand loyalty, dan brand value memiliki hubungan dengan pembentukan sikap pelanggan potensial yang tercermin melalui komponen kognitif, afektif, dan konatif. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan ilmu komunikasi, khususnya pada bidang Public Relations dalam komunikasi pemasaran digital. Kata Kunci: Branding, Sikap Pelanggan Potensial, Public Relations
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44222010226 |
| Uncontrolled Keywords: | Branding, Sikap Pelanggan Potensial, Public Relations |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 600 Technology/Teknologi > 600. Technology/Teknologi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 15 Aug 2026 03:12 |
| Last Modified: | 15 Aug 2026 03:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103263 |
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