PENGARUH PR EVENT ISUZU MUX SURVIVAL CHALLENGE DALAM MEDIA SOSIAL YOUTUBE TERHADAP BRAND AWARENESS ISUZU MUX
RAUDY RACHMAD AUZAN

Informasi Umum

Kode

23.04.859

Klasifikasi

659.2 - Public relations

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Public Relations, Media Sosial Path, Brand Awareness,

Dilihat

311 kali

Informasi Lainnya

Abstraksi

<h1 align="center"><a name="_Toc113193070">ABSTRAK</a></h1>

<p>Penelitian ini dilakukan untuk mengetahui pengaruh PR <em>event</em> terhadap <em>brand awareness</em> dengan menggunakan metode kuantitatif bersifat survei. Pengambilan sampel menggunakan metode non-probability sampling dengan jenis purposive sampling dan menggunakan rumus unknown population sebanyak 96 responden yang kemudian data diolah dengan menggunakan software IBM SPSS versi 26. Berdasarkan hasil pengujian hipotesis secara parsial (uji T) terdapat pengaruh PR <em>event</em> (X) terhadap <em>brand awareness</em> (Y) secara signifikan sebesar thitung 8,000 ? 1,689 nilai tabel dan nilai signifikasi 0,000 ? 0,05, hal ini diartikan bahwa Ho ditolak dan H1 diterima. hal ini diartikan bahwa model regresi dapat dipakai atau terdapat pengaruh antara <em>event marketing </em>(PR <em>event</em>) (X) terhadap <em>brand awareness</em> (Y. Berdasarkan uji korelasi diketahui bahwa keseluruhan variabel X (PR <em>event</em>) memiliki pengaruh yang kuat terhadap variabel Y (<em>brand awareness</em>).</p>

<p>Kata Kunci:<em> <a name="_Hlk113728309">Brand Awareness,</a></em> Isuzu MUX, PR <em>event</em>, Youtube.</p>

<h1 align="center"><a name="_Toc113193071">ABSTRACT</a></h1>

<p><em>The study was conducted to determine the effect of </em><em>PR event  </em><em>on </em><em>brand awareness. </em><em>This study used a quantitative survey research method and the type of this study is non-probability sampling technique with purposive sampling type </em><em>and unknown sampling </em><em>as many as 9</em><em>6</em><em> respondents, the data were processed using SPSS software version 2</em><em>6</em><em>. Based on the results of partial hypothesis testing (T test), </em><em>marketing public relations</em><em> has a significant effect on </em><em>consumer buying interest</em><em> of </em>????^{????????????????????} <em>8,000</em> ? <em>1,689</em> ????^{????????????????????} <em>with a significance value of 0,000 </em>? <em>0,05 which means that Ho is rejected and Ha is received., this means that the regression model can be used or there is an influence between </em><em>PR event</em><em> (X) </em><em>brand awareness </em><em>(Y). Based on the </em><em>correlation</em><em> test, it is known that the overall X variable</em> <em>marketing event</em><em> (</em><em>PR event</em><em>) has a very low influence on the Y variable (</em><em>brand awareness</em><em>).</em></p>

<p>????????????????????????????????: <em>Brand Awareness, Isuzu MUX, PR event, Youtube</em></p>

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