Penerapan Brand Awareness melalui Promosi TikTok, Persepsi harga, dan Niat Beli untuk Meningkatkan Penjualan Susu Kambing

Abstract

Penelitian ini bertujuan menganalisis pengaruh promosi TikTok, persepsi harga, dan niat beli terhadap brand awareness serta mengevaluasi dampaknya terhadap volume penjualan susu kambing di PT Semesta Gemilang Agritainment. Permasalahan utama adalah rendahnya penjualan akibat brand awareness yang lemah, persepsi harga yang tidak sesuai, dan niat beli yang rendah. Pendekatan kuantitatif digunakan dengan analisis regresi linear berganda, analisis parsial, dan R/C ratio. Data dikumpulkan melalui observasi, wawancara, dan kuesioner kepada 100 responden pengguna TikTok. Hasil menunjukkan promosi TikTok berpengaruh positif signifikan terhadap brand awareness, persepsi harga berpengaruh negatif signifikan, dan niat beli tidak signifikan. Nilai determinasi sebesar 60,7% menunjukkan model cukup kuat. Strategi pemasaran disusun berdasarkan pendekatan STP dan diperkuat dengan marketing mix 7P. Penerapan strategi ini meningkatkan R/C ratio dari 1,16 menjadi 1,63 yang berarti usaha layak dikembangkan secara finansial.

This study aims to analyze the influence of TikTok promotion, price perception, and purchase intention on brand awareness and evaluate their impact on goat milk sales volume at PT Semesta Gemilang Agritainment. The main problem is low sales due to weak brand awareness, inappropriate price perception, and low purchase intention.A quantitative approach was used with multiple linear regression analysis, partial regression analysis, and the R/C ratio. Data were collected through observation, interviews, and questionnaires with 100 TikTok user respondents. The results show that TikTok promotion has a significant positive effect on brand awareness, price perception has a significant negative effect, and purchase intention has no significant effect. The determination value of 60,7% indicates a fairly strong model. The marketing strategy was developed based on the STP approach and reinforced with the 7P marketing mix. The implementation of this strategy increased the R/C ratio from 1,16 to 1,63, indicating a financially viable business.