Research Paper
Year: 2022 | Month: July | Volume: 9 | Issue: 7 | Pages: 337-346
DOI: https://doi.org/10.52403/ijrr.20220738
Implementation of Digital Marketing and Brand Positioning to Build Brand Awareness at PT Bank SUMUT Medan Branch
Fauzanah1, Endang Sulistya Rini2, Fadli2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara
Corresponding Author: Fauzanah
ABSTRACT
The research aims to identify and analyze the implementation of digital marketing and brand positioning on brand awareness at PT Bank SUMUT Medan Branch. The level of brand awareness of PT Bank SUMUT Medan Branch is at the brand recall level and has a low rating in comparison to other conventional banks based on online customer reviews. The research uses a descriptive and causality type with a quantitative approach. The methods to analyze the data employ classical assumption tests and multiple linear regressions using SPSS version 22. The sample in the research is the customers of PT Bank SUMUT Medan Branch, totalling 100 people. The sample is taken by accidental sampling technique. The research results show that the implementation of digital marketing partially has a positive effect on brand awareness at PT Bank SUMUT Medan Branch and brand positioning partially has a positive effect on brand awareness at PT Bank SUMUT Medan Branch.
Keywords: digital marketing, brand positioning and brand awareness.
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