PENGARUH PROMOSI TERHADAP AWARENESS PAIRING NEW WORLD CIGAR DAN WHISKY DI CLUB MACANUDO JAKARTA

ABSTRACT
Promotion is a major factor in determining customer awareness, particularly in sectors like whisky and cigars that have an exclusive image. As part of its integrated marketing strategy, Club Macanudo Jakarta, a high-end cigar lounge, launched a New world Cigar and whisky match. However, empirical validation is still needed to determine how effective this strategy is at increasing customer awareness. The purpose of this study is to ascertain the degree of consumer awareness and promotion, as well as the impact of promotion on knowledge about cigar and whiskey pairing at Club Macanudo Jakarta. The study used a survey design and a quantitative explanatory technique. The sample consisted of 90 respondents in total, and structured questionnaires were used to gather data. With the use of SPSS, simple linear regression was used to analyze the data. With a significance value of 0.000 and a coefficient of determination (R2) of 0.412, the results show that promotion significantly affects awareness. These findings support the study's hypothesis that promotion has a major impact on people's knowledge of cigar and whisky combination. In addition to providing empirical insights into the marketing of luxury goods, this study validates earlier research findings and advances the idea of integrated marketing communication.

Key Words : Promotion, Awareness, Cigar, Whisky

ABSTRAK
Promosi memiliki peranan penting dalam membangun awareness konsumen terhadap produk, terutama pada industri dengan karakteristik eksklusif seperti cigar dan whisky. Club Macanudo Jakarta sebagai lounge premium meluncurkan pairing antara New world Cigar dan whisky sebagai bentuk promosi terpadu, namun efektivitasnya terhadap peningkatan awareness konsumen masih harus dilakukan adanya penelitian yang berlanjut. Penelitian ini memiliki tujuan yaitu guna mengetahui tingkat promosi dan awareness konsumen di Club Macanudo Jakarta, serta menguji pengaruh promosi terhadap awareness pairing cigar dan whisky. Metode kuantitatif deskriptif digunakan, dan sembilan puluh responden diambil melalui penyebaran kuesioner. Analisis data dilaksanakan dengan menerapkan regresi linear sederhana menggunakan SPSS. Dengan koefisien determinasi (R2) sebanyak 0,412 serta nilai signifikansi 0,000, penelitian menunjukkan bahwa promosi memiliki pengaruh yang signifikan pada pairing awareness. Maka dari itu, hipotesis penelitian ini diterima, yaitu promosi memiliki pengaruh yang signifikan terhadap awareness pairing cigar dan whisky di Club Macanudo Jakarta. Selain memberikan kontribusi empiris untuk promosi produk premium, penelitian ini mendukung teori komunikasi pemasaran terpadu dan temuan penelitian sebelumnya.

Kata Kunci : Promosi, Awareness, Cigar, Whisky