ABSTRAK

Penelitian ini dilakukan untuk mengetahui pengaruh PR event terhadap brand awareness dengan menggunakan metode kuantitatif bersifat survei. Pengambilan sampel menggunakan metode non-probability sampling dengan jenis purposive sampling dan menggunakan rumus unknown population sebanyak 96 responden yang kemudian data diolah dengan menggunakan software IBM SPSS versi 26. Berdasarkan hasil pengujian hipotesis secara parsial (uji T) terdapat pengaruh PR event (X) terhadap brand awareness (Y) secara signifikan sebesar thitung 8,000 ? 1,689 nilai tabel dan nilai signifikasi 0,000 ? 0,05, hal ini diartikan bahwa Ho ditolak dan H1 diterima. hal ini diartikan bahwa model regresi dapat dipakai atau terdapat pengaruh antara event marketing (PR event) (X) terhadap brand awareness (Y. Berdasarkan uji korelasi diketahui bahwa keseluruhan variabel X (PR event) memiliki pengaruh yang kuat terhadap variabel Y (brand awareness).

Kata Kunci: Brand Awareness, Isuzu MUX, PR event, Youtube.

ABSTRACT

The study was conducted to determine the effect of PR event  on brand awareness. This study used a quantitative survey research method and the type of this study is non-probability sampling technique with purposive sampling type and unknown sampling as many as 96 respondents, the data were processed using SPSS software version 26. Based on the results of partial hypothesis testing (T test), marketing public relations has a significant effect on consumer buying interest of ????^{????????????????????} 8,000 ? 1,689 ????^{????????????????????} with a significance value of 0,000 ? 0,05 which means that Ho is rejected and Ha is received., this means that the regression model can be used or there is an influence between PR event (X) brand awareness (Y). Based on the correlation test, it is known that the overall X variable marketing event (PR event) has a very low influence on the Y variable (brand awareness).

????????????????????????????????: Brand Awareness, Isuzu MUX, PR event, Youtube