Penerapan Strategi Marketing Communication terhadap Brand Awareness HYFE melalui Event Infinity Revolution

Abstract

Transformasi digital mendorong perubahan besar dalam cara merek berkomunikasi dengan konsumen. Penelitian ini mengkaji pengaruh strategi komunikasi pemasaran terhadap brand awareness HYFE by XL Prioritas melalui kampanye Event Infinity Revolution. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner kepada 80 responden. Hasil analisis menunjukkan bahwa strategi Advertising, Sales promotion, dan Event and experience berpengaruh signifikan dalam membentuk brand awareness HYFE. Public Relations tidak menunjukkan pengaruh signifikan secara statistik, meskipun tetap berperan secara teoritis. Model regresi ini baik dengan nilai R² sebesar 88,2%, menunjukkan hampir seluruh variasi brand awareness dapat dijelaskan oleh strategi komunikasi yang digunakan. Selain itu, 67% responden menyatakan bahwa kehadiran digital HYFE relevan dengan gaya hidup peserta. Studi ini merekomendasikan penguatan event experience dan pengembangan komunikasi digital yang relevan untuk membangun loyalitas pelanggan.

Digital transformation has driven major changes in how brands communicate with consumers. This study examined the impact of marketing communication strategies on the brand awareness of HYFE by XL Prioritas through the Infinity Revolution event campaign. A quantitative approach was applied by distributing questionnaires to 80 respondents. The analysis showed that advertising, sales promotion, and event & experience strategies had a significant influence on HYFE’s brand awareness. Public relations, while theoretically relevant, did not show a statistically significant effect. The regression model was strong, with an R² value of 88.2%, indicating that most of the variation in brand awareness could be explained by the communication strategies used. Additionally, 67% of respondents stated that HYFE’s digital presence aligned with their lifestyle. The study recommended strengthening event experiences and developing relevant digital communication to build customer loyalty.