Pengaruh Marketing Public Relations Program Huling terhadap Brand Image Haus! Indonesia

Abstract

This study examines the influence of marketing public relations in the Huling or Haus Keliling program on the brand image of Haus! Indonesia among Management students of Universitas Pamulang class of 2023. The growth of contemporary beverage franchises has encouraged brands to develop innovative communication programs that strengthen consumer awareness, trust, and perceived uniqueness. This research used a quantitative explanatory survey design involving 88 respondents selected through probability sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity testing, reliability testing, Pearson correlation, coefficient of determination, simple linear regression, and t-test with SPSS. The results show that marketing public relations has a strong and significant influence on brand image. The correlation coefficient reached 0.740, the coefficient of determination was 0.548, and the regression test obtained a significance value of 0.000 with t-count 10.197. These findings imply that publications, identity media, events, news, social activities, and sponsorship elements in the Huling program can improve consumer perception of Haus! Indonesia as an innovative, accessible, and memorable local beverage brand.

Keywords: brand image; Haus Keliling; marketing public relations; survey; youth consumer

 Abstrak.

Penelitian ini membahas pengaruh marketing public relations pada program Huling atau Haus Keliling terhadap brand image Haus! Indonesia pada mahasiswa Manajemen Universitas Pamulang angkatan 2023. Pertumbuhan bisnis minuman kekinian dan model franchise yang semakin kompetitif menuntut perusahaan menghadirkan strategi komunikasi pemasaran yang inovatif, dekat dengan konsumen, serta mampu memperkuat citra merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatif. Sampel penelitian berjumlah 88 responden yang dipilih melalui teknik probability sampling. Data dikumpulkan menggunakan kuesioner berskala Likert dan dianalisis melalui uji validitas, uji reliabilitas, korelasi Pearson, koefisien determinasi, regresi linear sederhana, serta uji t dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa marketing public relations berpengaruh kuat dan signifikan terhadap brand image. Nilai koefisien korelasi sebesar 0,740 menunjukkan hubungan yang kuat, nilai koefisien determinasi sebesar 54,8% menunjukkan kontribusi variabel marketing public relations terhadap brand image, dan uji hipotesis menghasilkan signifikansi 0,000 dengan t hitung 10,197. Temuan ini menunjukkan bahwa program Huling dapat memperkuat persepsi konsumen terhadap Haus! Indonesia sebagai merek minuman lokal yang inovatif, mudah dijangkau, dan dekat dengan pasar anak muda.

Kata kunci: brand image; Haus Keliling; konsumen muda; marketing public relations; survei