Pengaruh Digital Marketing Communication terhadap Brand Awareness Produk Parfume Orchidee Noire
Keywords:
Brand Awareness, Communication, Digital Marketing, Parfume, StartupreneurAbstract
Penelitian ini menganalisis pengaruh Flash Sale, Diskon, Gratis Ongkir, dan electronic word of mouth (e-WOM) terhadap brand awareness Parfume Orchidee Noire dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui kuesioner daring terhadap 114 pengguna aktif Shopee yang mengetahui produk tersebut. Analisis dilakukan melalui evaluasi outer model (convergent validity, discriminant validity, dan construct reliability) serta evaluasi inner model (R² dan pengujian hipotesis melalui bootstrapping). Hasil menunjukkan bahwa Diskon (β = 0.267) dan Gratis Ongkir (β = 0.361) berpengaruh positif signifikan terhadap brand awareness, sedangkan Flash Sale dan e-WOM tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa stimulus ekonomi langsung berupa potongan harga dan pembebasan ongkos kirim merupakan faktor utama dalam membentuk kesadaran merek parfum lokal di marketplace.
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