PENGARUH MARKETING PUBLIC RELATIONS TERHADAP BRAND AWARENESS TANATAP COFFEE

ALVIN, GIOVANNI (2025) PENGARUH MARKETING PUBLIC RELATIONS TERHADAP BRAND AWARENESS TANATAP COFFEE. S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to determine the influence of marketing public relations on brand awareness at Tanatap Coffee Meruya. This study used a quantitative approach with a survey method using questionnaires distributed to 80 respondents who had visited Tanatap Coffee Meruya. The sampling technique used was total sampling. The data were analyzed using validity, reliability, and normality tests, as well as simple linear regression analysis using SPSS version 26 software. The significance test results showed a Sig. 0.000, which is less than 0.05, thus concluding that marketing public relations has a significant effect on brand awareness. The coefficient test results indicated that marketing public relations significantly influenced brand awareness, with a coefficient of determination (R²) of 0.563, or 56.3%. A significance value of 0.000 (<0.05) indicates a very significant effect. These findings conclude that the more optimal marketing public relations activities, such as promotions through social media, collaborations, and event marketing, the higher the level of consumer awareness of the Tanatap Coffee Meruya brand. Keywords: Marketing public relations, Brand awareness, Tanatap Coffee, Coffeeshop Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Marketing public relations terhadap Brand awareness Tanatap Coffee Meruya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang dibagikan kepada 80 responden yang pernah mengunjungi Tanatap Coffee Meruya. Teknik pengambilan sampel yang digunakan adalah total sampling. Data dianalisis menggunakan uji validitas, reliabilitas, uji normalitas, serta analisis regresi linear sederhana dengan bantuan software SPSS versi 26. Hasil uji signifikansi menunjukkan nilai Sig. 0,000, yang berarti lebih kecil dari 0,05, sehingga dapat disimpulkan bahwa Marketing public relations berpengaruh secara signifikan terhadap Brand awareness. Hasil uji koefisien menunjukkan bahwa Marketing public relations berpengaruh secara signifikan terhadap Brand awareness dengan nilai koefisien determinasi (R²) sebesar 0,563 atau 56,3%. Nilai signifikansi sebesar 0,000 (< 0,05) menandakan bahwa pengaruh tersebut sangat signifikan. Dari temuan ini disimpulkan bahwa semakin optimal kegiatan Marketing public relations, seperti promosi melalui media sosial, kolaborasi, dan event marketing, maka semakin tinggi pula tingkat kesadaran konsumen terhadap brand awareness Tanatap Coffee Meruya. Kata Kunci: Marketing public relations, Brand awareness, Tanatap Coffee, Coffeeshop

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 166
NIM/NIDN Creators:	44221010153
Uncontrolled Keywords:	Marketing public relations, Brand awareness, Tanatap Coffee, Coffeeshop
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 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 > 659.2 Public Relations/Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	Pandu Risdiyanto
Date Deposited:	26 Sep 2025 01:23
Last Modified:	26 Sep 2025 01:23
URI:	http://repository.mercubuana.ac.id/id/eprint/98113

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