The Influence of Integrated Marketing Communications on Brand Awareness of Grand Whiz Megamas Manado Hotel among the General Public in Manado City
DOI:
https://doi.org/10.55606/jupiman.v5i3.6786Keywords:
Brand Awareness, Digital Marketing, Integrated Marketing Communication, Personal Selling, Sales PromotionAbstract
This study aims to determine the influence of Integrated Marketing Communication (IMC) on brand awareness of Grand Whiz Megamas Manado Hotel, motivated by a naming confusion issue between the hotel and its sister property, Whiz Prime Megamas Manado. Using a quantitative approach, data were collected from 100 respondents aged 20-59 through purposive sampling, with sample size determined using the Slovin formula, and analyzed using multiple linear regression across six IMC dimensions: advertising, sales promotion, public relations, direct marketing, digital marketing, and personal selling. Results show that all six dimensions simultaneously have a significant effect on brand awareness (F = 57.189; Sig. = 0.000; Adjusted R² = 0.773). Partially, only Personal Selling (β = 0.304, the most dominant), Sales Promotion (β = 0.224), Digital Marketing (β = 0.184), and Advertising (β = 0.153) have a significant effect, while Public Relations and Direct Marketing show no significant partial effect. Brand awareness falls into the high category (mean = 3.85); however, the persistence of naming confusion indicates that brand recognition has not yet been fully accompanied by clear brand differentiation. The hotel is advised to prioritize personal selling, sales promotion, and digital marketing to strengthen more differentiated brand awareness.
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Copyright (c) 2026 Ferren Kristania Meleko, Jacob Tateol S. Makapedua, Nancy Henrietta J. Mandey
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