Pengaruh Event Marketing Grand Launch Vivo V9 Terhadap Brand Awareness Smartphone Vivo Mobile Indonesia

Kurnia Indah Satiti, Nofha Rina

Abstract

ABSTRAK Pemasar saat ini dituntut untuk lebih jeli dan kreatif dalam menciptakan strategi pemasaran bagi brand mereka. Salah satu usaha yang dilakuakan untuk mengkomunikasikan produk adalah dengan melakukan kegiatan pemasaran. Event adalah sebagai salah satu strategi pemasaran, Pemasaran event memiliki pengaruh yang besar karena keterlibatan konsumen didalamnya. Hal ini dikarenakan pemasaran event bersifat personal sehingga setiap event yang dilakukan pasti akan memberi kesan yang mendalam kepada setiap orang yang hadir dan melihat. Event merupakan salah satu strategi pemasaran yang memiliki tujuan salah satunya adalah membentuk brand (Brand Awareness) suatu produk. Penelitian ini berjudul “Pengaruh Event Marketing Grand Launch Vivo V9 Terhadap Brand Awareness PT. Vivo Mobile Indonesia. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dan menganalisis pelaksanaan event marketing yang diselenggarakan oleh PT. Vivo Mobile Indonesia terhadap brand awareness PT. Vivo Mobile Indonesia dan seberapa besar pengaruhnya secara parsial. Metodeyang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel yang dilakukan dengan metode non-probability sampling jenis purposive sampling, dengan responden sebanyak 100 orang. Teknik analisis data yang digunakan yaitu analisis deskriptif, uji asumsi klasik dan analisis regresi linier sederhana, koefisien determinasi dan uji hipotesis. Hasil uji hipotesis menggunakan uji-t didapat hasil bahwa Event Marketing Grand Launch Vivo V9 memiliki pengaruh terhadap Brand Awareness. Hal tersebut dibuktian dengan thitung(17.206) > ttabel,(1.984). Berdasarkan koefisien determinasi didapat bahwa Event Marketing Grand Launch Vivo V9 memiliki pengaruh sebesar 75.1% terhadap Brand Awareness PT. Vivo Mobile Indonesia.
Kata Kunci: Event Marketing, Brand Awareness, PT. Vivo Mobile Indonesia, Vivo V9

ABSTRACT Marketers today are required to be more observant and creative in creating marketing strategies for their brand. One of the efforts that is being instituted to communicate the product is by conducting marketing activities. Event is as one marketing strategy, event marketing has a big influence because of consumer involvement in it. This is because the event marketing is personal so that every event that is done will certainly give a profound impression to everyone who is present and see. Event is one of the marketing strategy that has the objective of one of them is to make brand Awareness of a product. The research was titled "The Influence of Event Marketing Grand Launch Vivo V9 against Brand Awareness of PT. Vivo Mobile Indonesia. The purpose of this research is to know and analyze the implementation of event marketing organized by PT. Vivo Mobile Indonesia against the Barnd awareness of PT. Vivo Mobile Indonesia and how much it affects partially. The method used in this study is quantitative with a type of descriptive and causal research. Sampling is done with the non-probability sampling type purposive sampling, with respondents as much as 100 people. The data analysis techniques used are descriptive analysis, classical assumption test and simple linear regression analysis, coefficient of determination and
ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.2 Agustus 2019 | Page 5048
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hypothesis testing. Hypotheses test results Using test-t obtained that Grand Launch Vivo V9 Event Marketing has an influence on Brand Awareness. This was to be opened with ð‘¡â„Žð‘–ð‘¡ð‘¢ð‘›ð‘”(17.206) > ð‘¡ð‘¡ð‘Žð‘ð‘’ð‘™,(1.984). Based on the coefficient of determination, the Event Marketing Grand Launch Vivo V9 has a 75.1% impact on the Brand Awareness of PT. Vivo Mobile Indonesia.
Key Word: Event Marketing, Brand Awareness, PT. Vivo Mobile Indonesia, Vivo V9

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