Pengaruh Komunikasi Pemasaran Terpadu terhadap Brand Awareness Lembaga Pelatihan Bisa AI Academy di Era Digital

Abstract

ANISA NURUL FITRI. Pengaruh Komunikasi Pemasaran Terpadu terhadap Brand Awareness Lembaga Pelatihan BISA AI Academy di Era Digital (The Influence of Integrated Marketing Communication on Brand Awareness of the BISA AI Academy Training Institution in the Digital Era). Dibimbing oleh ALFI RAHMAWATI dan TASYA CAMILA HAMDANI. Penelitian ini menganalisis pengaruh Komunikasi Pemasaran Terpadu (IMC) terhadap Brand Awareness di BISA AI Academy dengan survei pada 100 peserta pelatihan aktif. Hasil analisis menunjukkan IMC berpengaruh signifikan secara bersama-sama terhadap Brand Awareness, namun kontribusinya masih rendah, yaitu hanya 16,9% (Adjusted R² = 0,169). Dari enam dimensi yang diuji, pemasaran langsung menjadi faktor paling dominan dan signifikan dalam meningkatkan Brand Awareness, diikuti oleh periklanan. Pendekatan personal seperti telemarketing dinilai efektif membangun hubungan dan membuat merek lebih mudah diingat. Sebaliknya, promosi penjualan justru berdampak negatif terhadap Brand Awareness, kemungkinan karena promosi yang berlebihan menurunkan citra eksklusivitas merek. Dimensi lain seperti hubungan masyarakat, penjualan pribadi, dan pemasaran digital tidak menunjukkan pengaruh signifikan, diduga akibat strategi atau kualitas konten yang kurang optimal. Temuan ini menegaskan pentingnya optimalisasi pemasaran langsung dan periklanan sebagai strategi utama, serta perlunya evaluasi dan penguatan pada aspek komunikasi pemasaran lainnya agar Brand Awareness dapat meningkat secara maksimal.

ANISA NURUL FITRI. The Influence of Integrated Marketing Communication on Brand Awareness of the BISA AI Academy Training Institution in the Digital Era. Supervised by ALFI RAHMAWATI and TASYA CAMILA HAMDANI. This study analyzes the influence of Integrated Marketing Communication (IMC) on Brand Awareness at BISA AI Academy through a survey of 100 active training participants. The analysis results show that IMC has a significant joint effect on Brand Awareness, although its contribution is still low, at only 16.9% (Adjusted R² = 0.169). Of the six dimensions tested, direct marketing is the most dominant and significant factor in increasing Brand Awareness, followed by advertising. Personal approaches such as email marketing and telemarketing are considered effective in building relationships and making the brand easier to remember. Conversely, sales promotion has a negative impact on Brand Awareness, possibly because excessive promotions reduce the brand's exclusivity image. Other dimensions, such as public relations, personal selling, and digital marketing, do not show a significant effect. These findings highlight the importance of optimizing direct marketing and advertising as the main strategies, as well as the need for evaluation and strengthening of other marketing communication aspects to maximize Brand Awareness.