| dc.contributor.author | Santoso, Vincentius Yasashi Alvin | |
| dc.date.accessioned | 2026-03-04T05:21:10Z | |
| dc.date.available | 2026-03-04T05:21:10Z | |
| dc.date.issued | 2022-06-09 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9269 | |
| dc.description | This study aims to examine the effect of marketing communication and social media marketing on increasing brand awareness to increase intention to buy at an University. This study uses quantitative methods using SmartPLS for data processing. The number of respondents in this study were 155 people who were selected by purposive sampling method. The requirements are prospective students who have registered and know marketing communication information at university X. The results show that in marketing communication, events and publicity do not have a significant effect on brand awareness while advertising, sales promotion, personal selling and direct marketing have a significant effect on brand awareness. Meanwhile, brand awareness has a significant effect on intention to buy | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menguji pengaruh marketing communication dan social media marketing terhadap peningkatan brand awareness untuk meningkatkan intention to buy pada Universitas. Penelitian ini menggunakan metode kuantitatif dengan menggunakan SmartPLS untuk pengolahan data. Jumlah responden pada penelitian ini adalah 155 orang yang dipilih dengan metode purposive sampling. Syarat merupakan calon mahasiswa yang sudah mendaftar dan mengetahui informasi marketing communication pada universitas X. Hasil penelitian menunjukkan bahwa dalam marketing communication, acara dan publisitas tidak berpengaruh signifikan terhadap brand awareness sedangkan periklanan, promosi penjualan, penjualan personal dan pemasaran langsung berpengaruh secara signifikan pada brand awareness. Sedangkan brand awareness berpengaruh secara signifikan pada intention to buy | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Universitas | en_US |
| dc.subject | Marketing Communication | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Intention to Buy | en_US |
| dc.title | Pengaruh Marketing Communication dan Social Media Marketing terhadap Peningkatan Brand Awareness untuk Menciptakan Intention To Buy Pada Universitas X di Surabaya | en_US |
| dc.title.alternative | Relationship Between Marketing Communication and Social Media Marketing with Brand Awareness Level to Create Intention to Buy on University X in Surabaya | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Damelina B. Tambunan | |
