Pengaruh Community Based Marketing Terhadap Brand Awareness Pada Usaha Mikro Kuliner di Kota Bandung
DOI:
https://doi.org/10.37195/jtebr.v6i2.238Keywords:
Community Based Marketing, brand awareness, UMKM, usaha mikro, pemasaranAbstract
Penelitian ini bertujuan untuk memahami pengaruh community based marketing terhadap brand awareness pada usaha mikro kuliner di Kota Bandung. Fokus diarahkan pada strategi pemasaran berbasis komunitas yang diterapkan oleh pelaku usaha mikro dalam membangun kesadaran merek di kalangan pelanggannya. Kebaruan dari penelitian ini terletak pada integrasi konsep community based marketing dan brand awareness dalam konteks usaha mikro kuliner yang tergabung dalam komunitas bisnis online (WhatsApp group), serta menyoroti keterlibatan komunitas sebagai elemen strategis dalam pemasaran. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner. Teknik analisis yang digunakan meliputi analisis deskriptif dan regresi linear sederhana. Hasil penelitian menunjukkan bahwa community based marketing berpengaruh positif dan signifikan terhadap brand awareness. Strategi berbasis komunitas terbukti efektif dalam meningkatkan pengenalan dan ingatan merek di kalangan pelanggan. Namun, penelitian ini memiliki keterbatasan karena hanya mencakup pelaku usaha mikro kuliner di Kota Bandung dalam komunitas online. Implikasi dari temuan ini dapat menjadi acuan bagi pelaku usaha mikro, UMKM, dan pembuat kebijakan dalam merancang strategi pemasaran yang lebih partisipatif dan berbasis komunitas.
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