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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) · pp. 225–230

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

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 105 co-authorship links · 1 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Gadjah Mada
  • Institut Teknologi Sepuluh Nopember
  • Hasanuddin University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Tona Aurora LubisAffiliation unknown9
Johannes JohannesAffiliation unknown5
Musnaini MusnainiAffiliation unknown5
Novita SariAffiliation unknown4
Sry RositaAffiliation unknown3
Erida EridaAffiliation unknown3
Agus SolikhinAffiliation unknown2
Anggia Agustini SaputriAffiliation unknown2
Hanan Laras SabrinaAffiliation unknown2
RAJA SARAH FATRICIAAffiliation unknown2
Ade OctaviaAffiliation unknown2
Andang FazriAffiliation unknown1
Ratih KusumastutiAffiliation unknown1
Husni HasbullahAffiliation unknown1
Dian Mala Fithriani AiraAffiliation unknown1
Pradita Eko Prasetyo UtomoUniversitas Gadjah Mada1
Rizqa Raaiqa BintanaInstitut Teknologi Sepuluh Nopember1
Dwi KurniawanAffiliation unknown1
Nabila Aufa NadyaAffiliation unknown1
WAWAN NOVIANTOAffiliation unknown1
Sri RahayuHasanuddin University1
Amri AmirAffiliation unknown1
RIKA LIDYAHAffiliation unknown1
YULHASMIDA YULHASMIDAAffiliation unknown1
Dara SoniaAffiliation unknown1
Lilis SuryaniAffiliation unknown1
Lidya Pusparina SiraitAffiliation unknown1
Ade Titi NifitaAffiliation unknown1
Alya Ananda RielAffiliation unknown1
Shelli SafitriAffiliation unknown1
Yenni YuniartiAffiliation unknown1
Zulfina AdrianiAffiliation unknown1
Muhammad NopbrimaAffiliation unknown1
Ahmad SubhiAffiliation unknown1
Dede SulemanAffiliation unknown1
Feyza Muhammad IkhsanAffiliation unknown1
Levi SelviaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>
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	<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>
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