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Journal : INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE

THE INFLUENCE OF MARKETING STRATEGIES ON BRAND AWARENESS OF KAN JABUNG (A STUDY OF WORD OF MOUTH, DIRECT MARKETING, AND DIGITAL MARKETING THROUGH EVENT MARKETING) Annisa Mutmainah; Nurhajati; Harun Alrasyid
International Journal of Cultural and Social Science Vol. 6 No. 4 (2025): International Journal of Cultural and Social Science
Publisher : Pena Cendekia Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53806/ijcss.v6i4.1177

Abstract

This study aims to analyze the influence of Word of Mouth, Direct Marketing, and Digital Marketing on Brand Awareness through Event Marketing as a mediating variable. The research employs a quantitative approach with survey methods involving 505 respondents. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that all paths in the model are statistically significant. Word of Mouth, Direct Marketing, and Digital Marketing each have a significant direct effect on Event Marketing and Brand Awareness. Moreover, Event Marketing significantly mediates the relationship between the three independent variables and Brand Awareness. These results highlight the importance of integrating communication strategies to effectively build brand awareness through interactive and experiential channels.
Co-Authors Abdul Malik Adhi Dharma Prasetyo Ahmad Roihan, Ahmad Ahsani Taqwiem Ainun Najib Ainur Rofieq Akmalia, Shalyza Nur Anisa, May Nur Annisa Mutmainah Arista Fauzi Kartika Sari Arsyianto, Muhammad Tody Asniza Afhami Asyadi, Erda Dwi Ananda Azhar, Fawazul Bambang Piscesa Bastomi, Mohamad Bayu Kurnia Rizki Candra, Robbi Rehan Data Iranata Dea Fauziah Larasati Dewi Hurwardani Dinda Dewi Anggraeni Dita Roosemella Paramadina Durotin Masruroh Dwi Prasetya Dwiyani Sudaryanti Erdi Suroso Erfan Efendi Faimun Faimun Faradhilla, Naisha Farizka Ananda Safitri Fauzi, Aqshal Febriansyah, Aldhi Ferry Alius Haikal, Daffa Hasanuddin Hasanuddin Haura Adena Indrayanti, Rr Nugraheni Putri Irawati, Khusnul Kamaruddin, Muhammad Musyawir Khofifah Khofifah Khofifah Khofifah Khofifah Khofifah Kohar Yudoprasetyo Kotta, Iswan Kotta Kotta, Muhammad Iswan Kuncoro, Dimas Laila Wardani, Navilah Malikus Sumadyo Mansyur, Fakhruddin Maslichah, Maslichah Mudji Irmawan Nanda Dian Rahmadani Navilah Laila Wardani Nissa, Uswatul Tirania Choirul Nur Diana Nur Diana Nur Diana Nurhajati Nurhidayah Nurhidayah Nurhidayah Nurrizkiana, Dinda Dwi Parakassi, Idris Pinky Anjeli Pradnawati, Eriza Pramesti, Ardea Priyo Suprobo Rabbani, Mustafa Raza Rafika Nur Laili Rafika Tri Cahya Rahmat D. Sutrisno Rahmat Dwi Sutrisno Rahmat Nuryono Rahmawati Rahmawati Ramlianto, Ramlianto Ridwan, Siti Rahmania Ruddin, Poppy Sabariah Sabariah Sa’diah, Mufidatul Sefti Wahyuningsih Shalyza Nur Akmalia Siradjuddin, Siradjuddin Siregar, Fauziah Hanum Siti Rahmania Ridwan Sudirman Sudirman sultan Sultan Sultan Sylviah Rizky Novia Anwaari Tama, Annafi Indra Tanto Pratondo Utomo Wahyuniarsih Sutrisno Wahyuningtyas, Nanik