PENGARUH EVENT TERHADAP BRAND AWARENESS SUN EDUCATION GROUP (Survei pada Pengunjung Event "SUN International Education Expo 2025" di Jakarta)

DAMANIK, NATHASYA TRINITA (2025) PENGARUH EVENT TERHADAP BRAND AWARENESS SUN EDUCATION GROUP (Survei pada Pengunjung Event "SUN International Education Expo 2025" di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is entitled "The Influence of Events on Brand Awareness of SUN Education Group (Survey of Visitors to the SUN International Education Expo 2025 in Jakarta)." Events are a form of marketing communication strategy that serve as a means of direct interaction between brands and consumers. This study aims to determine the influence of the SUN International Education Expo 2025 event on brand awareness of SUN Education Group. The grand theory used in this research is the S-O-R (Stimulus-OrganismResponse) theory, which explains how stimuli, namely events, can influence audience responses in the form of increased brand awareness. This study employed a quantitative approach with a survey method. Data was collected through questionnaires distributed to parents of event attendees in Jakarta. The sampling technique used was purposive sampling, with respondents aged 16-50 years old who attended the event. A sample size of 91 respondents was calculated using the Slovin formula. The data analysis revealed a strong relationship between the event and brand awareness, with a Pearson correlation value of 0.559. The hypothesis test yielded a t-value of 6.357 with a significance level of 0.000, indicating a significant effect between the event and brand awareness. The coefficient of determination (R2) of 31.2% indicates that the event contributed 31.2% to SUN Education Group's brand awareness, with the remainder influenced by other factors. In conclusion, the SUN International Education Expo 2025 event had a positive and significant impact on SUN Education Group's brand awareness, although further communication strategies are needed to reach audiences that have not yet been optimally impacted. Keywords: Event, Brand Awareness, Influance, S-O-R. Penelitian ini berjudul “Pengaruh Event terhadap Brand Awareness SUN Education Group (Survei pada Pengunjung SUN International Education Expo 2025 di Jakarta)”. Event merupakan salah satu bentuk strategi komunikasi pemasaran yang berfungsi menjadi sarana interaksi langsung antara brand dengan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh antara penyelenggaraan event SUN International Education Expo 2025 terhadap brand awareness SUN Education Group. Grand theory yang digunakan dalam penelitian ini adalah teori S-O-R (Stimulus-Organisme-Respon) yang menjelaskan tentang bagaimana stimulus yaitu event dapat memengaruhi respon audiens berupa peningkatan kesadaran merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, dimana data dikumpulkan melalui kuisioner yang disebarkan kepada orangtua pengunjung event di Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan kriteria responden berusia 16-50 tahun yang hadir dalam event tersebut. Jumlah sampel sebanyak 91 responden setelah dihitung menggunakan rumus Slovin. Hasil analisis data menunjukkan bahwa terdapat hubungan yang cukup kuat antara variabel event dan brand awareness dengan nilai Pearson Correlation sebesar 0,559. Uji hipotesis menghasilkan nilai t-hitung sebesar 6,357 dengan signifikasni 0,000 yang menunjukkan adanya pengaruh signifikansi antara event dan brand awareness. Koefisien determinasi (R2 ) sebesar 31,2% menandakan bahwa event berkontribusi terhadap brand awareness SUN Education Group sebesar 31,2% dan sisanya dipengaruhi oleh faktor-faktor lain. Kesimpulannya, event SUN International Education Expo 2025 berpengaruh positif dan signifikan terhadap brand awareness SUN Education Group, meskipun diperlukan strategi komunikasi lanjutan untuk menjangkau audiens yang belum terpengaruh secara optimal. Kata Kunci: Event, Brand Awareness, Pengaruh, S-O-R.

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 082
NIM/NIDN Creators:	44322110034
Uncontrolled Keywords:	Event, Brand Awareness, Pengaruh, S-O-R.
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.7 Education of Psychology/Pendidikan Psikologi 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 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 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.7 Education, Research, Related Topics of Music/Pendidikan Musik, Riset Penelitian Musik > 780.79 Competitions, Festivals, Awards, Financial Support/Kompetisi, Festival, Penghargaan, Dukungan Finansial Musik
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	28 Oct 2025 02:00
Last Modified:	28 Oct 2025 02:00
URI:	http://repository.mercubuana.ac.id/id/eprint/99876

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