Pengaruh Bauran Promosi Digital, Tata Letak Digital dan Ketersediaan Produk terhadap Brand Awareness Produk My Baby Minyak Telon Plus di Online Shop di Kota Bekasi

Maria S, Ana (2026) Pengaruh Bauran Promosi Digital, Tata Letak Digital dan Ketersediaan Produk terhadap Brand Awareness Produk My Baby Minyak Telon Plus di Online Shop di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of the digital promotion mix, digital layout, and product availability on the Brand Awareness of My Baby Minyak Telon Plus in online stores within Bekasi City. The study is motivated by the increasingly fierce competition among baby telon oil products across various Online Shopping platforms, necessitating that the company build Brand Awareness so that the product is more easily recognized, remembered, and selected by consumers. Such efforts can be achieved through the implementation of an effective digital promotion mix, an attractive digital layout, and adequate product availability, thereby enhancing consumer Brand Awareness. This study employs a quantitative method with descriptive and causal approaches. The respondents consist of mothers in Bekasi City who have seen, sought information about, or encountered the My Baby Minyak Telon Plus product via online stores. The sample comprises 100 respondents selected using purposive sampling. Data collection was conducted through the distribution of questionnaires using a Likert scale. Data analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and determination tests (R²). The results indicate that, partially, the digital promotion mix has a positive and significant effect on Brand Awareness, with a calculated t-value of 3.519 and a significance value of 0.001 (<0.05). Digital layout has a positive and significant effect on Brand Awareness, with a calculated t-value of 3.637 and a significance value of 0.000 (<0.05). Product availability also has a positive and significant effect on Brand Awareness, with a calculated t-value of 3.097 and a significance value of 0.003 (<0.05). Simultaneously, the digital promotion mix, digital layout, and product availability positively influence Brand Awareness, as evidenced by a calculated F-value of 95.959—exceeding the F-table value of 2.70—with a significance value of 0.000 (<0.05). The coefficient of determination (R²) analysis yielded a value of 0.750, indicating that 75.0% of the variation in Brand Awareness can be explained by the Digital Promotion Mix, Digital Layout, and Product Availability, while the remaining 25.0% is attributable to variables outside the scope of this study. Furthermore, Digital Layout exhibited the highest regression coefficient (B = 0.448), making it the variable with the most dominant influence on Brand Awareness. Based on these findings, it can be concluded that the Digital Promotion Mix, Digital Layout, and Product Availability have a positive and significant impact on the Brand Awareness of My Baby Minyak Telon Plus in online stores within Bekasi City.

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