NADIA, TAZKIA (2025) PENGARUH BRAND ACTIVATION TERHADAP BRAND AWARENESS (STUDI PADA PENGUNJUNG BOOTH BREDA DI EVENT BRIGHTSPOT MARKET JAKARTA 2025). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aimed to determine the effect of brand activation on brand awareness among visitors to the BREDA booth at the Brightspot Market Jakarta 2025 event. Brand activation, as the independent variable, is defined as a series of marketing activities that create direct interactions to foster tangible consumer experiences. The dependent variable, brand awareness, refers to the consumer's ability to recognize or recall a brand within a specific product category. This research utilized a positivistic paradigm with a survey method and quantitative approach, involving 121 respondents selected through purposive sampling. Data analysis was conducted using validity, reliability, normality, linearity tests, Pearson correlation, simple linear regression, and the coefficient of determination. The results indicated a strong positive relationship between the two variables (r = 0.719). Regression analysis produced the equation Ŷ = 4,251+0,253X, with the t-test showing a t-value of 11.279 > t-table 1.980. This proves that brand activation has a positive and significant effect on brand awareness. The Adjusted R Square value of 0.513 indicates that brand activation contributes 51.3% to the variance in brand awareness. In conclusion, interactive brand activities are significantly effective in building visitor brand awareness, thereby strengthening the brand's position in a competitive market. Keywords: Brand Activation, Brand Awareness, BREDA, Birghtspot Market, Marketing Communication. Penelitian ini bertujuan untuk mengetahui pengaruh brand activation terhadap brand awareness pada pengunjung booth BREDA di event Brightspot Market Jakarta 2025. Brand activation sebagai variabel independen didefinisikan sebagai serangkaian kegiatan pemasaran yang menciptakan interaksi langsung untuk menumbuhkan pengalaman nyata bagi konsumen. Variabel dependen, brand awareness merupakan kemampuan konsumen untuk mengenali atau mengingat merek dalam kategori produk tertentu. Penelitian ini menggunakan paradigma positivistik dengan metode survei dan pendekatan kuantitatif terhadap 121 responden yang dipilih melalui teknik purposive sampling. Analisis data dilakukan melalui uji validitas, reliabilitas, normalitas, linearitas, korelasi Pearson, regresi linear sederhana, dan koefisien determinasi. Hasil penelitian menunjukkan adanya hubungan positif yang kuat antara kedua variabel (r = 0,719). Analisis regresi menghasilkan persamaan Ŷ = 4,251+0,253X, dengan uji t menunjukkan nilai thitung 11,279 > t-tabel 1,980. Hal ini membuktikan bahwa brand activation berpengaruh positif dan signifikan terhadap brand awareness. Nilai Adjusted R Square sebesar 0,513 menunjukkan bahwa brand activation berkontribusi sebesar 51,3% terhadap variansi brand awareness. Kesimpulan penelitian ini menunjukkan bahwa aktivitas merek yang interaktif secara signifikan efektif dalam membangun kesadaran merek pengunjung, sehingga memperkuat posisi merek di pasar yang kompetitif. Kata Kunci : Aktivasi Merek, Kesadaran Merek, BREDA, Brightspot Market, Komunikasi Pemasaran.
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