Pengaruh Placement Out-Of-Home, Social Media Marketing Dan Brand Image Terhadap Brand Awareness Pada Layanan PT Pegadaian

Syakirah Muhshinah Simamora; Nana Trisnawati; Herminda; Abdullah Muksin

doi:10.37817/ikraith-ekonomika.v9i1.5461

Syakirah Muhshinah Simamora Universitas Persada Indonesia Y.A.I
Nana Trisnawati Universitas Persada Indonesia Y.A.I
Herminda Universitas Persada Indonesia Y.A.I
Abdullah Muksin Universitas Persada Indonesia Y.A.I

DOI: https://doi.org/10.37817/ikraith-ekonomika.v9i1.5461

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh Placement Out-Of-Home, Social
Media Marketing, dan Brand Image terhadap Brand Awareness pada layanan PT.
Pegadaian di stasiun MRT Bundaran HI. Metode yang digunakan adalah pendekatan
kuantitatif dengan teknik deskriptif, dan data dikumpulkan melalui kuesioner. Analisis
data dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan
software SmartPLS versi 3. Dengan populasi sebanyak 115.000 penumpang dengan
menggunakan teknik slovin diperoleh sampel sebanyak 100 responden. Hasil penelitian
menunjukkan bahwa Placement Out Of Home berpengaruh positif terhadap Brand
Awareness, dengan p-value 0,000 < 0,05 dan t-statistik 4,079 > 1,96. Sementara itu,
Social Media Marketing dan Brand Image tidak berpengaruh terhadap Brand Awareness,
dengan p-value 0,239 > 0,05 dan t-statistik 1,177 < 1,96 untuk Social Media Marketing,
serta p-value 0,054 > 0,05 dan t-statistik 1,927 < 1,96 untuk Brand Image.

This study aims to determine the influence of Out-of-Home (OOH) Placement, Social
Media Marketing, and Brand Image on Brand Awareness of PT Pegadaian services at
the MRT Bundaran HI station. The research method used is a quantitative approach
with a descriptive technique, and data were collected through questionnaires. Data
analysis was conducted using the Partial Least Square (PLS) method with the help of
SmartPLS version 3 software. With a population of 115,000 passengers, a sample of
100 respondents was obtained using Slovin's formula. The results showed that
Placement Out Of Home has a positive and significant effect on Brand Awareness,
with a p-value of 0.000 < 0.05 and a t-statistic of 4.079 > 1.96. Meanwhile, Social
Media Marketing and Brand Image do not have a significant effect on Brand
Awareness, with a p-value of 0.239 > 0.05 and a t-statistic of 1.177 < 1.96 for Social
Media Marketing, and a p-value of 0.054 > 0.05 and a t-statistic of 1.927 < 1.96 for
Brand Image.

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