Pengaruh Komunikasi Pemasaran Terpadu terhadap Brand Awareness Lembaga Pelatihan Bisa AI Academy di Era Digital

Anisa Nurul  Fitri; Alfi  Rahmawati; Tasya Camila  Hamdani

doi:10.53682/edutik.v5i3.11846

Authors

Anisa Nurul Fitri Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University
Alfi Rahmawati Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University
Tasya Camila Hamdani Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University

DOI:

https://doi.org/10.53682/edutik.v5i3.11846

Keywords:

Komunikasi Pemasaran Terpadu, Brand Awareness, Pemasaran Digital

Abstract

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran terpadu (Integrated Marketing Communication) terhadap brand awareness pada lembaga pelatihan BISA AI Academy di era digital. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, di mana data dikumpulkan melalui penyebaran kuesioner online menggunakan Google Form. Responden dalam penelitian ini adalah peserta yang telah mengikuti pelatihan atau program di BISA AI Academy serta mengikuti media sosial resmi lembaga tersebut. Analisis data dilakukan dengan menggunakan teori komunikasi pemasaran terpadu dari Belch & Belch serta teori brand awareness dari Keller. Hasil penelitian menunjukkan bahwa komunikasi pemasaran terpadu berpengaruh signifikan terhadap peningkatan brand awareness BISA AI Academy. Temuan ini menegaskan pentingnya penerapan strategi komunikasi pemasaran terpadu yang efektif melalui berbagai saluran digital untuk memperkuat posisi dan daya saing lembaga pelatihan berbasis teknologi di tengah persaingan industri yang semakin kompetitif. Penelitian ini juga memberikan kontribusi praktis bagi BISA AI Academy dalam mengidentifikasi dimensi komunikasi pemasaran yang paling berpengaruh, serta memberikan kontribusi teoretis dalam pengembangan literatur mengenai IMC dan brand awareness pada sektor pendidikan nonformal di era digital.

ABSTRACT

This study aims to analyze the influence of Integrated Marketing Communication (IMC) on brand awareness at the BISA AI Academy training institution in the digital era. The research employs a quantitative approach with purposive sampling technique, where data were collected through online questionnaires distributed via Google Forms. The respondents in this study were participants who had attended training programs at BISA AI Academy and followed the institution's official social media accounts. Data analysis was conducted using the Integrated Marketing Communication theory by Belch & Belch and Keller’s brand awareness theory. The results indicate that Integrated Marketing Communication has a significant effect on enhancing brand awareness of BISA AI Academy. These findings emphasize the importance of implementing effective IMC strategies through various digital channels to strengthen the position and competitiveness of technology-based training institutions amid an increasingly competitive industry. This study also provides practical contributions for BISA AI Academy in identifying the most influential dimensions of marketing communication, as well as theoretical contributions to the development of literature on IMC and brand awareness in the non-formal education sector in the digital era.

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