PENGARUH PENERAPAN STRATEGI PUSH, PULL, DAN PASS MARKETING PUBLIC RELATIONS TERHADAP BRAND RECOGNITION DAN BRAN RECALL 212 MART PADA WARGA KELURAHAN CIBUBUR JAKARTA TIMUR

SAPUTRA, NOVA ANDRIANTO (2022) PENGARUH PENERAPAN STRATEGI PUSH, PULL, DAN PASS MARKETING PUBLIC RELATIONS TERHADAP BRAND RECOGNITION DAN BRAN RECALL 212 MART PADA WARGA KELURAHAN CIBUBUR JAKARTA TIMUR. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The choice of a location that is closer to the settlement is more practical because without having to go around a large shopping area to find the items you want to buy is the correct strategy of minimarkets to reach the needs and desires of the audience. However, the existence of a minimarket needs a strategy, especially since the number of types of modern retail is very large, so it is necessary to raise awareness of the brand of the minimarket so that its goal of increasing sales can be achieved. The theory used in this study is the information processing theory proposed by Pickton & Broderick and the theory of persuasion as the middle theory. The strategy for raising awareness in this research is explained through the concept of marketing public relations, namely push, pull, and pass. While the brand awareness indicator uses brand recognition and brand recall proposed by Andrews & Shimp. This study uses the positivism paradigm. The research approach taken by the researcher is quantitative with the survey method. Data collection techniques using a questionnaire. The analysis technique used in this study was path analysis with a convenience sampling technique of 100 respondents spread around 212 Mart outlets, Cibubur Village, South Jakarta. The results of the study indicate that: (1) There is no direct effect of the application of push marketing public relations on brand recognition and brand recall; (2) There is a direct effect of the implementation of pull marketing public relations on brand recognition, while on brand recall there is no direct effect; (3) There is no direct effect of applying pass marketing public relations on brand recognition, while on brand recall there is a direct effect. Keywords: marketing public relations; brand recognition; brand recall Pilihan lokasi yang lebih dekat dengan pemukiman, lebih praktis karena tanpa harus mengelilingi area belanja yang luas untuk mencari barang yang ingin dibeli merupakan ketepatan strategi dari minimarket untuk menjangkau kebutuhan dan keinginan khalayaknya. Namun keberadaan suatu minimarket perlu strategi apalagi jumlah jenis ritel modern ini sangat banyak sehingga perlu menumbuhkan kesadaran akan merek dari minimarket tersebut agar tujuannya dalam meningkatkan penjualan dapat tercapai. Teori yang digunakan dalam penelitian ini adalah information processing theory yang dikemukan oleh Pickton & Broderick dan teori persuasi sebagai middle theory. Strategi dalam menungbuhkan kesadaran didalam penelitian ini dijelaskan melalui konsep marketing public relations yaitu push, pull, dan pass. Sedangkan indikator kesadaran merek menggunakan brand recognition dan brand recall yang dikemukan oleh Andrews & Shimp. Penelitian ini menggunakan paradigma positivism. Pendekatan penelitian yang diambil oleh peneliti adalah kuantitatif dengan metode survey. Teknik pengumpulan data dengan menggunakan kuesioner. Teknik analisis dalam penelitian ini digunakan analisis jalur dengan teknik penarikan sample adalah convenience sampling sebanyak 100 responden yang tersebar sekitar gerai 212 Mart Kelurahan Cibubur Jakarta Selatan. Hasil penelitian menunjukkan bahwa: (1) Tidak adanya pengaruh langsung penerapan push marketing public relations terhadap brand recognition dan brand recall; (2) Terdapat pengaruh langsung penerapan pull marketing public relations terhadap brand recognition, sedangkan terhadap brand recall tidak terdapat pengaruh langsung; (3) Tidak terdapat pengaruh langsung penerapan pass marketing public relations terhadap brand recognition, sedangkan terhadap brand recall terdapat pengaruh langsung. Kata kunci: marketing public relations; brand recognition; brand recall

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