PENGARUH EFEKTIVITAS PROMOSI ONLINE TERHADAP BRAND AWARENESS PRODUK ALAT PANCING DI TOKO REZEKI PANCING ACEH SINGKIL
DOI:
https://doi.org/10.54314/jssr.v9i5.7336Keywords:
alat pancing, brand awareness, efektivitas promosi online, pemasaran digital, media sosialAbstract
Abstract: his study aims to determine the effect of online promotion effectiveness on brand awareness of fishing gear products at Rezeki Pancing Store, Aceh Singkil. Employing a quantitative associative method, the study utilized purposive sampling with 35 respondents. Data were collected via questionnaires and analyzed using simple linear regression, t-test, and the coefficient of determination. The results indicate that online promotion effectiveness has a positive and significant effect on brand awareness, with a t-count of 34.985 > t-table of 2.037 and a significance level of <0.001. The coefficient of determination (R²) of 0.975 demonstrates that 97.5% of the variation in brand awareness is explained by online promotion effectiveness..
Keyword: Brand Awareness; Digital Marketing; Fishing Gear; Online Promotion Effectiveness; Social Media.
Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh efektivitas promosi online terhadap peningkatan Brand Awareness pada usaha alat pancing Rezeki Pancing di Kabupaten Aceh Singkil. Penelitian ini menggunakan metode kuantitatif asosiatif dengan teknik purposive sampling melibatkan 35 responden. Pengumpulan data dilakukan melalui kuesioner, kemudian dianalisis menggunakan regresi linier sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa efektivitas promosi online berpengaruh positif dan signifikan terhadap Brand Awareness, dibuktikan dengan nilai t hitung sebesar 34,985 > t tabel 2,037 dan signifikansi <0,001. Nilai koefisien determinasi (R²) sebesar 0,975 menunjukkan bahwa 97,5% variasi Brand Awareness dijelaskan oleh efektivitas promosi online.
Kata kunci : Alat Pancing; Brand Awareness; Efektivitas Promosi Online; Pemasaran Digital; Media Sosial.
Downloads
References
Aaker, David A. (1996). "Measuring Brand Equity Across Products and Markets." California Management Review, Vol. 38 No. 3.
Adiningtyas, Citra., & Hasanah, Yulia Nur. (2023). "Analysis of Social Media Marketing Activity on Brand Awareness, Brand Image, and Brand Loyalty in Local Fashion Product Brands." Almana: Jurnal Manajemen dan Bisnis, Vol. 7 No. 3.
Alma, Buchari. (2023). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Chaffey, Dave., & Ellis-Chadwick, Fiona. (2024). Digital Marketing (7th ed.). London: Pearson Education.
Keller, Kevin Lane. (2024). Strategic Brand Management (4th ed.). New Jersey: Pearson Education.
Kotler, Philip., & Armstrong, Gary. (2022). Principles of Marketing (17th ed.). New Jersey: Pearson Education.
Kotler, Philip., & Keller, Kevin Lane. (2023). Marketing Management (15th ed.). New Jersey: Pearson Education.
Morissan. (2025). Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Prenadamedia Group.
Setiawan, Budi., & Fadre, Lady Angelina. (2026). "The Impact of Social Media Marketing on Brand Awareness, Engagement, and Purchase Intention." Journal of Innovative Business and Management Studies, Vol. 2 No. 1.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fitri Wahyuni, Amir Makhmud Zain Nasution, Ilfi Rahmi Putri (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
