Overview

Original Research

THE INFLUENCE OF PERSONAL SELLING AND DIRECT MARKETING ON BRAND AWARENESS OF SMES PRODUCTS IN INDONESIA

FIKA AYU MASHITA 1, MUHAMMAD ARAS 2, TIARA HANUM LARASATI 3, and MONICA ELIANINGSIH 4.

Vol 18, No 06 ( 2023 )   |  DOI: 10.17605/OSF.IO/6RHN5   |   Author Affiliation: Student, Master of Communication Department, BINUS Graduate Program, Bina Nusantara University, Jakarta Indonesia 1,3,4; Senior Lecturer, Master of Communication Department, BINUS Graduate Program, Bina Nusantara University, Jakarta Indonesia 2.   |   Licensing: CC 4.0   |   Pg no: 1241-1249   |   Published on: 23-06-2023

Abstract

The research aims to examine the impact of personal selling and direct marketing in increasing brand awareness among SMEs owners in Depok city. This study used a quantitative method with a purposive sampling technique, the survey was conducted online, and the number of samples was 105 SMEs owners who are domiciled in Depok City. Procedure for testing data with SEM-PLS 3.0 The questionnaire construct was made based on several criteria, including personal selling, direct marketing, and brand awareness. Personal selling indicators consist of tangibility, reliability, responsiveness, and perceived quality. Meanwhile, direct marketing consists of face-to-face selling, telemarketing, and online marketing. Brand awareness indicators are brand recognition, brand recall, top of mind. Results: The results of this study are (1) there is a significant influence between personal selling on brand awareness. (2) There is a significant influence between direct marketing and brand awareness. Conclusion: The findings of this study indicate that there is a significant influence between personal selling, direct marketing and brand awareness.

Keywords

Personal Selling, Marketing Communication, Direct Marketing, Brand Awareness, SMEs