The Influence of Marketing Communications on Brand Awareness of the Grand Orchardz Hotel in Kemayoran
Keywords:
Marketing Communication, Brand Awareness, Grand Orchardz Hotel KemayoranAbstract
This research was motivated by the inadequate brand awareness of Grand Orchardz Hotel Kemayoran compared to its competitors. Therefore, a marketing communication strategy is needed to increase brand awareness of Grand Orchardz Hotel Kemayoran. The aim of this research is to analyze and examine the extent to which marketing communications influence brand awareness at the Grand Orchardz Hotel in Kemayoran. This research adopted a quantitative approach, obtaining data through questionnaires distributed to 100 respondents who met two criteria: those who had stayed at the Grand Orchardz Hotel Kemayoran and those who had seen advertisements for the Grand Orchardz Hotel Kemayoran. The data analysis methods used in this research include simple linear regression analysis, correlation coefficient test, coefficient of determination test, and t-test. The results obtained from simple linear regression analysis show an X value of 0.214. This suggests that for every increase in marketing communications, there will be an associated increase in brand awareness of 0.214. Furthermore, the results of the determination coefficient test reveal an R Square value of 0.166. Therefore, it can be concluded that marketing communication variables can influence brand awareness by 16.6%, while the remaining 83.4% is influenced by other variables not included in this research
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