PENGARUH BRANDING DAN WORD OF MOUTH TERHADAP KESADARAN MEREK MIE GACOAN

Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh branding dan word of mouth terhadap kesadaran merek Mie Gacoan. Metode penelitian yang digunakan yakni pendekatan kuantitatif. Populasi yang digunakan dalam penelitian ini yakni konsumen Mie Gacoan dengan sampel sebanyak 125 responden. Teknik pengambilan sampel menggunakan accidental sampling yakni menyebarkan kuesioner kepada siapa saja yang ditemui ditempat penelitian. Analisis data dalam penelitian ini dilakukan dengan uji validitas reliabilitas, uji asumsi klasik dan uji hipotesis dengan uji statistic t dan f menggunakan alat uji SPSS.
Hasil penelitian menunjukkan bahwa branding berpengaruh positif dan signifikan terhadap kesadaran merek Mie Gacoan. Word of mouth berpengaruh positif signifikan terhadap kesadaran merek Mie Gacoan. Serta branding dan word of mouth berpengaruh signifikan dan simultan terhadap kesadaran merek Mie Gacoan. Hal ini menunjukkan bahwa semakin baik dan efektif branding yang digunakan dan semakin positif word of mouth yang dibagikan maka dapat meningkatkan kesadaran merek Mie Gacoan yang akan mendorong konsumen untuk loyal.
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This study was conducted with the aim of examining the effect of branding and word of mouth on brand awareness of Gacoan Noodles. The research method used is a quantitative approach. The population used in this study were consumers
of Gacoan Noodles with a sample of 125 respondents. The sampling technique used accidental sampling, namely distributing questionnaires to anyone encountered at the research site. Data analysis in this study was carried out by reliability validity test, classical assumption test and hypothesis testing with t and f statistical tests using SPSS test tools.
The results showed that branding has a positive and significant effect on brand awareness of Gacoan Noodles. Word of mouth has a significant positive effect on brand awareness of Gacoan Noodles. And branding and word of mouth
have a significant and simultaneous effect on brand awareness of Gacoan Noodles. This shows that the better and more effective the branding used and the more positive word of mouth that is shared, it can increase the brand awareness of Gacoan Noodles which will encourage consumers to be loyal.