Pengaruh Komunikasi Pemasaran Personal Selling dan E-Marketing UMKM Dapurnya Ami terhadap Brand Awareness Konsumen di Kecamatan Banuhampu Kabupaten Agam

Abstract

The objective of this research is to analyze the effects of marketing communication using personal selling on consumers I brand awareness in Banuhampu Subdistrict, Agam Regency. In addition, this research evaluates the impacts of e-marketing communication of the small to medium-sized enterprise {UMKM) Dapurnya Ami on consumers' brand awareness in the area. The research method used is quantitative approach, applied in Banuhampu Subdistrict, encompassing seven villages. The samples are taken by using proportionate stratified random sampling, purposive sampling, and accidental sampling techniques with a total of 400 respondents. The data are collected through questionnaires disseminated to the consumers targeted by UMKM Dapurnya Ami. The data analysis is made by using a variety of techniques, including single table analysis, cross tabulation analysis, and hypothesis testing analysis using Spearman 's rho rank. The research result demonstrates a positive correlation between the personal selling marketing communication of Dapurnya Ami and consumers' brand awareness, indicated by the values of r=0.001 and p=0.718. It shows that the first hypothesis is accepted at significance level less than 0.05. Besides that, the correlation between the e-marketing communication of Dapurnya Ami and consumers' brand awareness is also positive with the values ofr=0.001 and p=0.836, so that the second hypothesis is also accepted at similar significance level. Furthermore, the research result also demonstrates a positive correlation between the marketing communication of personal selling and e-marketing of Dapurnya Ami and consumers' brand awareness that is indicated by the values of r=0.001 and p=0.725. It shows that the third hypothesis is also accepted at relevant significance level. The research result demonstrates that the marketing communication strategies of personal selling and e-marketing significantly affect the brand awareness of the consumers in Banuhampu Subdistrict. These strategies Junction as an effective instrument to promote the products of Dapurnya Ami, ensuring that either the brand or the products are memorable to the consumers in the area.