The Influence of Integrated Marketing Communications on Brand Awareness and its Impact on the Repurchase Intention of Batik X at PT. Mahakarya Putra Indonesia

Abstract

The batik industry in Indonesia has significant potential with a wide market share and a high number of consumers. However, PT Mahakarya Putra Indonesia, as one of the companies engaged in the batik fashion industry, still faces challenges in achieving a repurchase rate of 60%, while the realization is only 32%. The company has implemented various strategies, including integrated marketing communications, to increase brand awareness and repurchase intention. This study aimed to analyze the effect of integrated marketing communications on brand awareness and its impact on the repurchase intention of Batik X at PT Mahakarya Putra Indonesia. The study used a quantitative approach with a sample of 100 respondents. Data were analyzed using correlation and path analysis to evaluate the relationship between variables. The results showed that Integrated Marketing Communications has a significant influence on the brand awareness of Batik X at PT Mahakarya Putra Indonesia. In addition, Integrated Marketing Communications also has a direct impact on the repurchase intention of the product. Then, brand awareness affects repurchase intention. Furthermore, Integrated marketing communications affect repurchase intention through brand awareness of Batik X at PT Mahakarya Putra Indonesia. The findings of this study confirm the importance of integrated marketing communications as a strategy to increase brand awareness and repurchase intention. These results provide a basis for companies to strengthen coordinated marketing activities to achieve the expected repurchase target.