Analysis Of Marketing Communication Strategies In Increasing Sales And Brand Awareness Among Consumers Of The Pt XYZ Company In Sidoarjo

Abdillah, Junaidi (2024) Analysis Of Marketing Communication Strategies In Increasing Sales And Brand Awareness Among Consumers Of The Pt XYZ Company In Sidoarjo. Masters thesis, INSTITUTE TEKNOLOGI SEPULUH NOVEMBER.

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Abstract

There has been a decline in cigarette sales at PT XYZ. Therefore, research was carried out aimed at analyzing the influence of marketing communication strategies through advertising, sales promotions, social media marketing and personal selling on sales volume and brand awareness among PT XYZ company consumers in Sidoarjo. These variables were obtained based on previous research studies.
This research conducted a survey in the form of a questionnaire aimed at a sample of PT XYZ company cigarette consumers in the Sidoarjo area, totaling 200 respondents. The sample size was determined based on a judgment sampling technique, with the sample criteria determined by the researchers being consumers aged over 17 years who had ever smoked the PT XYZ company brand in the Sidoarjo area. Based on the quantitative type of research, data analysis methods were used via structural equation modeling (SEM) with the PLS (Partial Least Square) analysis tool.
The research results showed that advertising variables had a positive and significant effect on sales volume, sales promotion had a positive and significant effect on sales volume and brand awareness, social media marketing had a positive and significant effect on sales volume and brand awareness and personal selling had a positive and significant effect on sales volume. and brand awareness. This can be a contribution to more holistic research and suggestions for PT XYZ's managerial development.

Keyword: advertising, sales promotion, social media marketing, personal selling, sales volume, brand awareness

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. T Technology > T Technology (General)
Divisions:	61101-Magister Management Technology
Depositing User:	JUNAIDI ABDILLAH
Date Deposited:	09 Aug 2024 14:03
Last Modified:	10 Aug 2024 02:34
URI:	http://repository.its.ac.id/id/eprint/113680

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