Pengaruh Marketing Communication Terhadap Kesadaran Merek dan Persepsi Publik Melalui Naming Rights di Stasiun MRT: Cipete Raya TUKU

Abstract

Hilda Risca Chairanti. Pengaruh Marketing Communication Terhadap Kesadaran Merek dan Persepsi Publik Melalui Naming Rights di Stasiun MRT: Cipete Raya TUKU. Dibimbing oleh GURUH RAMDANI.

Perkembangan strategi komunikasi modern mendorong perusahaan untuk mencari pendekatan yang lebih inovatif dalam menjangkau audiens, salah satunya melalui praktik naming rights. Kolaborasi antara MRT Jakarta dan merek kopi lokal TUKU menjadi strategi branding yang unik dan menarik untuk diteliti, terutama dalam konteks peningkatan brand awareness dan pembentukan persepsi publik. Tujuan dari penelitian adalah untuk mengetahui bagaimana efektivitas strategi marketing communication yang dilakukan melalui penempatan nama merek pada fasilitas publik, serta menganalisis dampaknya terhadapan peningkatan brand awareness dan persepsi publik terhadap merek tersebut. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik deskriptif, melalui penyebaran kuesioner kepada 87 responden pengguna MRT. Teknik analisis menggunakan perhitungan skor Likert dan diolah secara statistik untuk mengukur implementasi strategi. Hasil penelitian menunjukkan bahwa mayoritas responden menyatakan setuju dan sangat setuju terhadap pernyataan terkait efektivitas media promosi, daya Tarik visual, serta kolaborasi branding di MRT yang mempengaruhi pemahaman, keterlibatan, dan kepercayaan terhadap merek TUKU. Strategi komunikasi yang dilakukan mampu meningkatkan awareness dan membentuk citra positif, serta menumbuhkan niat beli ulang dan rekomendasi konsumen. Penelitian ini juga mengungkapkan bahwa keberhasilan strategi tidak hanya ditentukan oleh pesan visual yang menarik, tetapi juga dipengaruhi oleh faktor internal seperti konsisten pesan dan desain, serta faktor eksternal seperti tren urbaniasi, frekuensi penggunaan MRT, dan penilaian masyarakat secara umum terhadap merek lokal. Seluruh temuan ini dianalisis dalam kerangka teori Integrated Marketing Communication (IMC). Pengaruh marketing communication yang dilakukan TUKU melalui naming rights terbukti cukup efektif dalam meningkatkan kesadaran merek dan menciptakan persepsi publik yang positif. strategi naming rights yang diterapkan oleh TUKU dapat dikategorikan sebagai bagian dari experiential marketing yang menyatu dengan rutinitas sehari-hari audiens. Penelitian ini diharapkan dapat menjadi referensi bagi merek lokal maupun perusahaan besar dalam merancang strategi komunikasi yang relevan dengan perilaku konsumen modern. Temuan ini diharapkan menjadi acuan bagi pelaku industri dalam menerapkan strategi komunikasi kreatif di ruang publik, serta kontribusi akademis dalam kajian komunikasi digital dan branding di sektor transportasi dan gaya hidup masyarakat urban.

Kata Kunci: Branding, Naming Rights, Marketing Communication, MRT, TUKU, Persepsi Publik, Kesadaran Merek

Hilda Risca Chairanti. The Influence of Marketing Communication on Brand Awaareness and Public Perception Through Naming Rights at MRT Station: Cipete Raya TUKU. Supervised by GURUH RAMDANI. The development of modern communication strategies has driven companies to adopt more innovative approaches in reaching their audiences, one of which is through the naming rights strategy. The collaboration between MRT Jakarta and the local coffee brand TUKU has become a unique and attractive branding strategy worth studying, especially in the context of increasing brand awareness and shaping public perception. The objective of this research is to understand how effective the marketing communication strategy through naming rights is, particularly the placement of the brand name on public facilities, and to analyze its impact on brand awareness and public perception toward the brand. This study uses a quantitative approach with a descriptive method, distributing questionnaires to 87 MRT users. The data were analyzed using Likert scale scoring and processed statistically to measure the implementation effectiveness. The results show that the majority of respondents agreed and strongly agreed with the statements related to the effectiveness of visual media promotion, as well as the branding collaboration at MRT, which significantly influences the audience's understanding, involvement, and trust in the TUKU brand. This communication strategy not only increases awareness but also builds a positive brand image, encourages repurchase intention, and leads to consumer recommendations. The study also reveals that the success of the strategy is not solely determined by the attractiveness of the visual message but is also influenced by internal factors such as consistent messaging and design, as well as external factors such as urban lifestyle trends, public transportation usage frequency, and public opinion toward local brands. All findings were analyzed using the framework of Integrated Marketing Communication (IMC). The marketing communication conducted by TUKU through naming rights has proven quite effective in increasing brand awareness and creating a positive public perception. The naming rights strategy applied by TUKU can be categorized as part of experience-based marketing that is integrated into the audience’s daily routines. This research is expected to serve as a reference for local brands or larger companies in designing relevant communication strategies aligned with modern consumer behavior. The findings are also expected to become a practical reference for industry players in developing creative and adaptive communication strategies in public spaces, while also contributing academically to the study of digital communication and branding in the context of urban public lifestyle and transportation.