The Influence Of Product Quality And Unique Selling Proposition On Brand Awareness Of Bamboo Tumbler Products PT. Bintang Mitra Kencana
Keywords:
Quality Product, Unique Selling proposition, Brand AwarenessAbstract
This study examines the influence of product quality and unique selling proposition (USP) on brand awareness for bamboo tumbler products at PT Bintang Mitra Kencana. Using a quantitative descriptive approach, data were collected through questionnaires distributed to 97 customers selected via Slovin sampling. Statistical analysis included validity/reliability tests, classical assumption testing (normality, multicollinearity, heteroscedasticity), and multiple linear regression. Key findings reveal: 1) Product quality significantly positively affects brand awareness (β=0.082, p=0.032), 2) USP demonstrates significant positive impact (β=0.123, p=0.005), 3) The regression model explains 15.2% of brand awareness variation (R²=0.152), indicating substantial unmeasured external factors, and 4) Simultaneous influence is confirmed through significant F-test results (F=8.401, p<0.001). These results suggest that while both product quality and USP contribute to brand awareness, most drivers remain external to the model. Practically, this implies companies should enhance eco-friendly certification standards, redesign USP strategies using verifiable digital evidence, and intensify brand recognition initiatives.
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