PENGARUH STRATEGI PEMASARAN TERHADAP UPAYA PENINGKATAN BRAND AWARENESS KEBAB MANTAB FROZEN DI JAKARTA TIMUR

Abstract

Over the changing times, human activity has grown, now the propaganda that is valued between men and women results in more women having an outside flurry to get continued. Enables them to buy something fast, including when it comes to serving food. One that was raised by the food industry plays is by presenting frozen food (Frozen Food). The purpose of this research is to study how the marketing strategies carried out by the "Family Mantab" in increasing business and increasing BRAND AWARENESS in the community in East Jakarta. The research method used in this research is descriptive method by collecting data through interviews, observations and distribution of online questionnaires for frozen mantab kebab buyers in East Jakarta. This is evidenced in the t test the marketing strategy has a significant level of 0,000 and a calculated t value of 5,650> t table of 0.05. This means rejected so that it can be announced that the marketing strategy is significant to BRAND AWARENESS, this is evidenced that t table> t arithmetic (5,650> 0.05) and t arithmetic values> t table (8.239> 0.05). Pearson relation coefficient of product moment marketing strategy of .446** it means that the correlation or positive realtionship between variable marketing strategy and brand awareness is 0,466 or in the coefficient interval between 0,40-0,599 means the level of relationship between the variable marketing strategy and brand awareness is being. Thus it can be concluded that the alternative hypothesis (Hα) which reads "Is a Marketing Strategy on BRAND AWARENESS".