THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS IMPLEMENTATION TOWARDS THE BRAND AWARENESS OF BLANJA.COM

Abstract

Online shoppers in Indonesia are increasing today. According to McKinsey report (2018), there are around 30 million online shoppers and will increase by about 9% in 2020 with largest population of it are those aged 19 to 30 years old. The purpose of this study is to identify the influence of the integrated marketing communication elements implementation towards the brand awareness of BLANJA.com. The method used in this research is quantitative with an explanatory research approach. The data is collected through online questionnaires that are spread to BLANJA.com customers and the prospects. The sample used in the research is 121 respondents with purposive sampling technique. While the analysis technique used is Multiple Regression with the use of SPSS 25.0. This research demonstrates that the advertising, sales promotion, public relation, and digital communication have a significant influence simultaneously towards the brand awareness of BLANJA.com, with the Coefficient of Determination is 80,7%. While, the digital communication has the most significant influence partially towards the brand awareness of BLANJA. Followed by the public relation and advertising which also have a significant influence partially towards the brand awareness of BLANJA.com.