IMPLIKASI VIRAL MARKETING, DESAIN KEMASAN PRODUK, DAN ADVERTISING TERHADAP BRAND AWARENESS PRODUK TEH PUCUK HARUM
DOI:
https://doi.org/10.24903/je.v14i1.3626Keywords:
viral marketing, product packaging design, advertising, brand awarenessAbstract
This study aims to find out about the Implications of Viral Marketing, Product Packaging Design, and Advertising on Brand Awareness of Teh Pucuk Harum Products. The method in this study is quantitative by using the variables Viral Marketing, Product Packaging Design, Advertising, and Brand Awareness. The hypothesis is tested by the F test (simultaneously) and the T test (partially). The population in this study were all users of Teh Pucuk Harum products whose number is unknown in Samarinda City. Sampling from the number of variable indicators was 14 times the maximum number of 10, namely 140 samples. The results of the analysis showed that there was a significant simultaneous influence on the variables Viral Marketing, Product Packaging Design and Advertising on Brand Awareness of Teh Pucuk Harum products, and showed that Viral Marketing had a significant partial effect on Brand Awareness of Teh Pucuk Harum products, Product Packaging Design had a significant partial effect on Brand Awareness of Teh Pucuk Harum products, and Advertising had a significant partial effect on Brand Awareness of Teh Pucuk Harum products.
References
Erwin, Ardyan, E., Ariasih, M.P., Nawir, F., Sovianti, R., Amaral, M. A. L., Setiawan, Z., Setiono, D., Munizu, M. (2023). Digital Marketing Penerapan Digital Marketing Pada Era Society 5.0. Sonpedia Publishing Indonesia. Jambi
Fauzan, R., Daga, R., Sudirjo, F., Soputra, J. H., Waworuntu, A., Madrianah, Widarman, A., Verawaty, Hasniaty, Risakotta, T. K. 2023. Produk Dan Merek. PT Global Eksekutif Teknologi. Padang
Ferdiana, Reyka & Yuwono, Imam. (2023). Pengaruh Brand Image, Harga, Dan Iklan Terhadap Keputusan Pembelian Teh Pucuk Harum (Studi Pada Masyarakat Kota Bekasi). Madani : Jurnal Ilmiah Multidisiplin. Vol.1 No.7
Haque, F. M. G., Iskandar, A. S., Erlangga, H., Nurjaya, Sunarsi, D. (2022). Strategi Pemasaran : Konsep, Teori Dan Implementasi. Pascal Books. Tangerang
Immawati, Siti Asriah. (2018). Desain Kemasan Produk Dan Daya Tarik Iklan Terhadap Kesadaran Merek Dan Dampaknya Pada Minat Beli Ulang The Botol Sosro Pada Mahasiswa Universitas Muhammadiyah Tangerang. Prosiding Seminar Nasional Unimus. Vol.1
Kairupan, D. J. I., Yovanda, O. A. (2021). Pengaruh Hubungan Masyarakat, Periklanan, Dan Word Of Mouth Terhadap Kesadaran Merek Produk UMKM : Studi Kasus Pada Toko X Cafe And Bakery. JRMB. Vol.16
Njoto, T. K. (2016). Pengaruh Desain Kemasan, Cita Rasa, Dan Variasi Produk Terhadap Keputusan Pembelian Konsumen Bumi Anugerah. Performa : Jurnal Manajemen dan Start-Up Bisnis. Vol.1 No.4
Nofai. (2020). Manajemen Data Menggunakan SPSS. Universitas Islam Kalimantan Muhammad Arsyad Al-Banjary. Banjarmasin
Pratama, C. A. Z., Dewi, R. S., Wijayanto, A. (2022). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Sunscreen Wardah Melaui Brand Awareness Sebagai Variabel Intervening (Studi Pada Mahasiswa Universitas Diponogoro Semarang). Jurnal Ilmu Administrasi Bisnis. Vol.11 No.1
Purnamasari, D. L., Septyani, A. D., Rusyadi, I. R. R. (2022). Pengaruh Periklanan Televisi Dan Duta Merek Terhadap Pembentukan Kesadaran Merek Pada Tokopedia Seri Bangtan Sonyeondan. Jurnal Ekonomi Bisnis Dan Industri (EBI). Vol.04 No.01
Rabbani, D. B., Diwyarthi, N. D. M. S., Muliyati, A. M.U., Hadawiah, S. Y. P., Sukrin, Haryani, I., Santoso, M. H., Ardani, W., Salehan. (2022). Komunikasi Pemasaran. PT Global Eksekutif Teknologi. Padang
Sari, A. M., & Widaningsih, S. (2018). The Influence Of Viral Marketing Toward Brand Awareness And Purchase Decision. Advances in Economics, Business and Management Research. Vol.65
Yasa, W. A. P., Putra, R. W., Kurniawan, H., dkk. (2024). Desain Komunikasi Visual (Teori Dan Perkembangannya). PT Sonpedia Publishing Indonesia. Jambi
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dahlia Nathalia; Novel Reonald, Karisma
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
