Pengaruh Strategi Bauran Pemasaran terhadap Brand Awareness Extra Virgin Olive Oil PT XYZ

Abstract

Penelitian ini dilatarbelakangi oleh tantangan PT XYZ, pelaku usaha baru di segmen extra virgin olive oil (EVOO) organik, dalam membangun kesadaran merek di tengah dominasi merek internasional, tercermin dari fluktuasi penjualan. Penelitian ini bertujuan menganalisis pengaruh bauran pemasaran (produk, harga, tempat, promosi) terhadap kesadaran merek dan mengevaluasi kelayakan finansial strategi promosi. Metode yang digunakan adalah Structural Equation Modeling-Partial Least Square (SEM-PLS) dan Importance-Performance Map Analysis (IPMA) terhadap 120 responden, sedangkan kelayakan finansial dinilai melalui laba rugi, R/C Rasio, dan Marginal Benefit Cost Ratio (MBCR). Hasil menunjukkan promosi, tempat, dan harga berpengaruh positif signifikan terhadap kesadaran merek, sedangkan produk berpengaruh positif namun tidak signifikan, dengan R square adjusted 0,678. Promosi paling dominan, harga menjadi prioritas perbaikan. R/C Rasio meningkat dari 1,41 menjadi 1,85 dan MBCR sebesar 7,18, jauh melampaui ambang kelayakan, sehingga strategi promosi direkomendasikan untuk dipertahankan dan dioptimalkan.

This study addresses the challenges faced by PT XYZ, a new entrant in the organic extra virgin olive oil (EVOO) segment, in building brand awareness amid dominant international brands, reflected in fluctuating sales. This study analyzes the effect of the marketing mix (product, price, place, promotion) on brand awareness and evaluates the financial feasibility of the promotional strategy. The method used is Structural Equation Modeling-Partial Least Square (SEM-PLS) and Importance-Performance Map Analysis (IPMA) on 120 respondents, while financial feasibility was assessed through profit-loss, R/C Ratio, and Marginal Benefit Cost Ratio (MBCR). Results show promotion, place, and price have a positive and significant effect on brand awareness, while product has a positive but not significant effect, with an adjusted R square of 0,678. Promotion is most dominant, price is the priority for improvement. R/C Ratio rose from 1,41 to 1,85 and MBCR reached 7,18, far exceeding the feasibility threshold, so the promotional strategy is recommended to be sustained and optimized.