| dc.description.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. | en_US |
