?url_ver=Z39.88-2004&rft_id=1914211056&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+BAURAN+KOMUNIKASI+PEMASARAN+TERHADAP%0D%0ABRAND+AWARENESS+DAN+DAMPAKNYA+TERHADAP+MINAT+BELI%0D%0AKONSUMEN+(STUDI+KASUS+PADA+UMKM+MAMIKEKI+LAMPUNG)&rft.creator=Fovi%2C++Anjeli+Rosalia+Sagala+&rft.subject=000+Ilmu+komputer%2C+informasi+dan+pekerjaan+umum&rft.subject=001+Ilmu+pengetahuan&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+bauran+komunikasi%0D%0Apemasaran+terhadap+brand+awareness+dan+dampaknya+terhadap+minat+beli%0D%0Akonsumen+pada+UMKM+Mamikeki+Lampung.+Bauran+komunikasi+yang+diteliti%0D%0Aterdiri+dari+periklanan+periklanan+(advertising)%2C+promosi+penjualan+(sales%0D%0Apromotion)%2C+pemasaran+langsung+(direct+marketing)%2C+humas+penjualan+(public%0D%0Arelation)%2C+serta+penjualan+pribadi+(personal+selling).+Jenis+penelitian+ini+adalah%0D%0Apenelitian+kuantitatif+dengan+metode+survey.+Analisi+yang+digunakan+adalah%0D%0Aanalisis+regresi+linier+berganda+dan+analisis+regresi+linier+sederhana.+Populasi%0D%0Adalam+penelitian+ini+adalah+konsumen+Mamikeki+Lampung+bulan+Mei-Juni+2023%0D%0Adengan+jumlah+sampel+sebanyak+99+orang.+Teknik+pengambilan+sampel+yang%0D%0Adigunakan+adalah+accidental+sampling+dan+purposive+sampling.+Metode+analisis%0D%0Ayang+digunakan+adalah+analisis+regresi+linier+berganda+dan+analisis+regresi+linier%0D%0Asederhana+dengan+menggunakan+SPSS+versi+26.+Hasil+penelitian+menunjukkan%0D%0Abahwa+bauran+komunikasi+pemasaran+yang+terdiri+dari+periklanan+(advertising)%2C%0D%0Apromosi+penjualan+(sales+promotion)%2C+pemasaran+langsung+(direct+marketing)%2C%0D%0Ahumas+penjualan+(public+relation)%2C+serta+penjualan+pribadi+(personal+selling)%0D%0Aberpengaruh+secara+simultan+terhadap+brand+awareness+sebesar+64%2C4%25+dan+brand%0D%0Aawareness+berpengaruh+terhadap+minat+beli+sebesar+53%2C4%25.%0D%0AKata+kunci%3A+Bauran+komunikasi+pemasaran%2C+brand+awareness%2C+minat+beli%2C%0D%0AUMKM+Mamikeki+Lampung%0D%0A%0D%0AThis+research+aims+to+determine+the+influence+of+the+marketing+communications%0D%0Amix+on+brand+awareness+and+its+impact+on+consumer+purchasing+interest+in%0D%0AMSMEs+in+Mamikeki+Lampung.+The+communication+mix+studied+consisted+of%0D%0Aadvertising%2C+sales+promotion%2C+direct+marketing%2C+public+relations+and+personal%0D%0Aselling.+This+type+of+research+is+quantitative+research+with+a+survey+method.+The%0D%0Aanalysis+used+is+multiple+linear+regression+analysis+and+simple+linear+regression%0D%0Aanalysis.+The+population+in+this+research+is+Mamikeki+Lampung+consumers+in%0D%0AMay-June+2023+with+a+sample+size+of+99+people.+The+sampling+techniques+used%0D%0Awere+accidental+sampling+and+purposive+sampling.+The+analytical+method+used+is%0D%0Amultiple+linear+regression+analysis+and+simple+linear+regression+analysis+using%0D%0ASPSS+version+26.+The+results+of+the+research+show+that+the+marketing%0D%0Acommunication+mix+consists+of+advertising%2C+sales+promotion%2C+direct+marketing%2C%0D%0Apublic+relations+sales+(public+relations)+and+personal+selling+(personal+selling)%0D%0Asimultaneously+influence+brand+awareness+by+64.4%25+and+brand+awareness%0D%0Ainfluences+purchasing+interest+by+53.4%25.%0D%0AKey+words%3A+Marketing+communications+mix%2C+brand+awareness%2C+consumer%0D%0Apurchasing+interest%2C+UMKM+Mamikeki+Lampung&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2023-11-20&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F77555%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F77555%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F77555%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Fovi%2C+Anjeli+Rosalia+Sagala+++(2023)+PENGARUH+BAURAN+KOMUNIKASI+PEMASARAN+TERHADAP+BRAND+AWARENESS+DAN+DAMPAKNYA+TERHADAP+MINAT+BELI+KONSUMEN+(STUDI+KASUS+PADA+UMKM+MAMIKEKI+LAMPUNG).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F77555%2F