"Faktor-Faktor Yang Mempengaruhi Pop-up Store Terhadap Kesadaran Merek Pada Car Free Day (CFD) di Kota Cirebon (Studi Kasus Pada Produk Pizza Lunga)"

• Kategori : Skripsi
• Penulis : Fazri Ariyanto
• Identitas : 210111037 - Manajemen
• Abstrak :
  

  WHEN THE POP-UP STORE STRATEGY IS QUESTIONED: AN ANALYSIS OF DETERMINANTS OF BRAND AWARENESS ON CAR-FREE DAY Fazri Ariyanto1* , Puspa Dewi Yulianty2 , Badawi3 1Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon 2Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon 3Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon E-mail: fazrinewa35@gmail.com; Puspadewi@umc.ac.id; Badawi@umc.ac.id ABSTRACT Pop-up stores have become one of the increasingly popular temporary marketing strategies at Car Free Day (CFD) events in Indonesia, particularly in the West Java region. The phenomenon of increasing pop-up store activities at CFD aligns with high public participation and opportunities for direct brand promotion. This study aims to analyze the factors influencing the effectiveness of pop-up stores on brand awareness, considering variables such as location, product innovation, consumer engagement, and customer experience. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis techniques through SmartPLS 4. The sample in this study consisted of 310 respondents who were visitors to CFD in West Java. The research results indicate that the variables of location, product innovation, and customer experience significantly influence the increase in brand awareness through pop-up store activities at CFD. However, the consumer engagement variable does not show a significant impact on brand awareness. These findings imply that business practitioners should prioritize strategic location aspects, enhance consumer engagement, and create positive customer experiences to maximize the effectiveness of pop-up stores in building brand awareness at CFD events. Key words: location; product innovation; consumer engagement; brand awareness; pop-up store ABSTRAK Toko pop-up telah menjadi salah satu strategi pemasaran sementara yang semakin populer di acara Car Free Day (CFD) di Indonesia, khususnya di wilayah Jawa Barat. Fenomena peningkatan aktivitas toko pop-up di CFD sejalan dengan tingginya partisipasi publik dan peluang promosi merek secara langsung. Studi ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi efektivitas toko pop-up terhadap kesadaran merek, dengan mempertimbangkan variabel seperti lokasi, inovasi produk, keterlibatan konsumen, dan pengalaman pelanggan. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling (SEM) melalui SmartPLS 4. Sampel dalam penelitian ini terdiri dari 310 responden yang merupakan pengunjung CFD di Jawa Barat. Hasil penelitian menunjukkan bahwa variabel lokasi, inovasi produk, dan pengalaman pelanggan berpengaruh signifikan terhadap peningkatan kesadaran merek melalui kegiatan pop-up store di CFD. Namun, variabel keterlibatan konsumen tidak menunjukkan dampak signifikan terhadap kesadaran merek. Temuan ini menyiratkan bahwa praktisi bisnis harus memprioritaskan aspek lokasi strategis, meningkatkan keterlibatan konsumen, dan menciptakan pengalaman pelanggan yang positif untuk memaksimalkan efektivitas toko pop-up dalam membangun kesadaran merek di acara CFD. Kata kunci: lokasi; inovasi produk; keterlibatan konsumen; kesadaran merek; toko pop-up

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