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The ROLE OF MARKETING PUBLIC RELATIONS (MPR) IN MODERATING THE PRICE STRATEGY ON CUSTOMER AWARENESS OF GERAKAN PANGAN MURAH (GPM) ACTIVITIES IN JAMBI CITY

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · hlm. 225–230

DOI
10.22437/jbsmr.v8i2.44203
ISSN
2597-6265, 2597-369X
Terbit
2025-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to analyze the role of marketing public relations (MPR) in moderating price strategies for customer awareness in the activities of the Gerakan Pangan Murah (GPM) in Jambi City. The research method used is a quantitative approach with analysis techniques using SmartPLS version 4.0. The sample in this study consisted of 96 respondents who were selected through purposive sampling techniques. Data collection was carried out through observation, questionnaires and literature studies. The results of the study show that pricing strategies have a positive and significant influence on customer awareness. In addition, marketing public relations also has a positive and significant effect on customer awareness. Testing the effect of moderation shows that marketing public relations plays a role in moderating the relationship between marketing public relations and pricing strategies, but marketing public relations as moderation plays a role in weakening the relationship between price strategies and customer awareness. The implication of this study emphasizes that companies need to pay attention to the policies of marketing public relations to increase customer audience effectively. Because the company does not only rely on price strategies in building customer awareness. Therefore, it is necessary to balance the pricing strategy with marketing public relations so that marketing can be achieved optimally.

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  • Universitas Gadjah Mada
  • Institut Teknologi Sepuluh Nopember
  • Hasanuddin University
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  • Organisasi berbeda
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Tona Aurora LubisAfiliasi tidak diketahui9
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Novita SariAfiliasi tidak diketahui4
Sry RositaAfiliasi tidak diketahui3
Erida EridaAfiliasi tidak diketahui3
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Ade OctaviaAfiliasi tidak diketahui2
Andang FazriAfiliasi tidak diketahui1
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Husni HasbullahAfiliasi tidak diketahui1
Dian Mala Fithriani AiraAfiliasi tidak diketahui1
Pradita Eko Prasetyo UtomoUniversitas Gadjah Mada1
Rizqa Raaiqa BintanaInstitut Teknologi Sepuluh Nopember1
Dwi KurniawanAfiliasi tidak diketahui1
Nabila Aufa NadyaAfiliasi tidak diketahui1
WAWAN NOVIANTOAfiliasi tidak diketahui1
Sri RahayuHasanuddin University1
Amri AmirAfiliasi tidak diketahui1
RIKA LIDYAHAfiliasi tidak diketahui1
YULHASMIDA YULHASMIDAAfiliasi tidak diketahui1
Dara SoniaAfiliasi tidak diketahui1
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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The ROLE OF MARKETING PUBLIC RELATIONS (MPR) IN MODERATING THE PRICE STRATEGY ON CUSTOMER AWARENESS OF GERAKAN PANGAN MURAH (GPM) ACTIVITIES IN JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Elsa Miranda.R</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Yuniarti, Yenny</dc:creator>
	<dc:subject xml:lang="en">Pricing Strategy</dc:subject>
	<dc:subject xml:lang="en">Marketing Public Relations</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the role of marketing public relations (MPR) in moderating price strategies for customer awareness in the activities of the Gerakan Pangan Murah (GPM) in Jambi City. The research method used is a quantitative approach with analysis techniques using SmartPLS version 4.0. The sample in this study consisted of 96 respondents who were selected through purposive sampling techniques. Data collection was carried out through observation, questionnaires and literature studies. The results of the study show that pricing strategies have a positive and significant influence on customer awareness. In addition, marketing public relations also has a positive and significant effect on customer awareness. Testing the effect of moderation shows that marketing public relations plays a role in moderating the relationship between marketing public relations and pricing strategies, but marketing public relations as moderation plays a role in weakening the relationship between price strategies and customer awareness. The implication of this study emphasizes that companies need to pay attention to the policies of marketing public relations to increase customer audience effectively. Because the company does not only rely on price strategies in building customer awareness. Therefore, it is necessary to balance the pricing strategy with marketing public relations so that marketing can be achieved optimally. </dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/44203</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.44203</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 225-230</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/44203/21926</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Elsa Miranda.R, Syahmardi Yacob, Yenny Yuniarti</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>