PUSPITA, AFRILIA RULLY (2019) PENGARUH BAURAN PROMOSI BERBASIS CSR “TOBI SHARE KINDNESS” TERHADAP BRAND AWARENESS DAN KEPUTUSAN PEMBELIAN BONEKA TOBI (Survei Konsumen di Toko Mainan Toys City PT Hero Intiputra). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Nowadays, retail business compete with various type of promotion. Retailer needs a creative promotion due to attract customers. This research aim to identify customers attitude and responses to Marketing Mix with Corporate Social Responsibility “Tobi Share Kindness” based on Brand Awareness and Purchase Decisions of Tobi doll at Toys City ( PT Hero Intiputra ) This research using Marketing Mix Theory by Rambat and Hamdani, Brand Awareness Theory by Kriyantono and Purchase Decision Theroy by Kotler and Keller. Using Positivistic Paradigm, Quantitative calculation through customer survey. Researcher collect 102 data from customers. The research shown the effect of marketing mix on brand awareness is 47,4% , which is less than the effects of marketing mix on purchase decisions with 56,1%. The research also showed that Advertsing ( one of Marketing Mix dimension ) has biggest effects on Brand Awareness with t 5.519, while Sales Promotion has biggest effects on Purchase Decisions with t 5.223. Toys City as retailer could use this research to dig more deep what kind of marketing mix is suitable with the business objection, especially marketing mix based on CSR. Keywords: marketing mix, brand awareness, purchase decision Persaingan bisnis ritel marak dengan aneka jenis promosi. Perlu content promosi yang kreatif untuk mampu merebut pelanggan. Tujuan penelitian ini adalah mengetahui sikap konsumen dan mengindentifikasikan pengaruh program bauran promosi berbasis CSR “Tobi Share Kindness” terhadap brand awareness dan keputusan pembelian boneka Tobi di Toys City PT Hero Intiputra. Teori yang digunakan pada penelitian ini adalah brand awareness dari Rambat dan Hamdani, teori brand awareness dari Kriyantono dan teori keputusan pembelian dari Kotler. Paradigma penelitian ini menggunakan paradigma positivistik dengan pendekatan kuantitatif deskriptif dan metode survei. Survei dilakukan terhadap 102 orang pengunjung Toys City. Hasil penelitian menunjukkan bahwa pengaruh variabel bauran promosi terhadap variabel keputusan pembelian dengan nilai 56,1% lebih tinggi pengaruhnya dibandingkan pengaruh variabel promosi terhadap variabel brand awareness dengan nilai 47,4%. Peneliti juga menguji pengaruh dimensi bauran promosi terhadap brand awareness dengan hasil yaitu advertising mempunyai pengaruh tertinggi dengan nilai t 5.519, sementara pengaruh dimensi bauran promosi terhadap keputusan pembelian dengan hasil sales promotion mempunyai pengaruh tertinggi dengan nilai t 5.223. Hasil ini dapat dijadikan acuan dan dasar bisnis ritel Toys City untuk lebih kreatif dalam mengaplikasikan jenis-jenis bauran promosi yang lebih efektif sesuai dengan tujuan Toys City. Keywords: program promosi, brand awareness, keputusan
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-19-037 |
| NIM/NIDN Creators: | 55216120064 |
| Uncontrolled Keywords: | marketing mix, brand awareness, purchase decision, program promosi, brand awareness, keputusan, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 23 Feb 2022 04:43 |
| Last Modified: | 20 Jun 2022 04:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56634 |
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