Mourellia Salwa Suseno
221104011829

Penelitian ini bertujuan untuk menganalisis pengaruh identitas merek budaya dan
digital branding terhadap kinerja pemasaran pada Reksa Craft Collection, baik
secara parsial maupun simultan. Latar belakang penelitian adalah tantangan dalam
mencapai target penjualan yang konsisten, yang diduga disebabkan oleh lemahnya
diferensiasi produk serta strategi promosi digital yang belum optimal. Kondisi
tersebut menegaskan urgensi penguatan identitas merek dan strategi digital dalam
menghadapi persaingan industri kerajinan berbasis budaya.
Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif.
Populasi penelitian mencakup konsumen aktif Reksa Craft Collection, dengan
sampel sebanyak 100 responden yang ditentukan melalui teknik purposive
sampling. Data dikumpulkan menggunakan kuesioner berskala Likert dan
dianalisis dengan regresi linear berganda serta uji asumsi klasik. Hasil analisis
deskriptif menunjukkan bahwa identitas merek budaya, digital branding, dan
kinerja pemasaran berada dalam kategori baik. Identitas merek budaya dinilai
sangat kuat, mencerminkan apresiasi konsumen terhadap nilai budaya dan keunikan
produk. Digital branding dinilai baik, meskipun masih terdapat ruang untuk
peningkatan dalam akses informasi produk.
Hasil uji hipotesis menunjukkan bahwa identitas merek budaya dan digital branding
secara parsial berpengaruh positif dan signifikan terhadap kinerja pemasaran.
Secara simultan, kedua variabel tersebut juga berpengaruh positif dan signifikan,
dengan identitas merek budaya terbukti lebih dominan. Kontribusi kedua variabel
dalam menjelaskan kinerja pemasaran cukup substansial, sementara variasi lain
dijelaskan oleh faktor di luar model penelitian. Temuan ini menegaskan pentingnya
sinergi antara identitas merek yang kuat dan strategi digital yang efektif sebagai
pendorong keberlanjutan bisnis. Disarankan agar Reksa Craft Collection
memperkuat narasi budaya produk dan meningkatkan pengalaman pengguna dalam
mengakses informasi digital.
Kata kunci: identitas merek budaya, digital branding, kinerja pemasaran, parsial,
simultan.

This study aims to analyze the influence of cultural brand identity and digital
branding on marketing performance at Reksa Craft Collection, both partially and
simultaneously. The research background is the challenge of achieving consistent
sales targets, which is presumed to be caused by weak product differentiation and
suboptimal digital promotion strategies. These conditions emphasize the urgency
of strengthening brand identity and digital strategies in facing competition within
the culture-based handicraft industry.
The research method employed is quantitative with an associative approach. The
population consists of active consumers of Reksa Craft Collection, with a sample
of 100 respondents selected through purposive sampling. Data were collected using
Likert-scale questionnaires and analyzed with multiple linear regression and
classical assumption tests. Descriptive analysis indicates that cultural brand
identity, digital branding, and marketing performance are generally categorized as
good. Cultural brand identity is considered very strong, reflecting consumer
appreciation of cultural values and product uniqueness. Digital branding is
assessed as good, though improvements are needed in product information
accessibility.
Hypothesis testing demonstrates that cultural brand identity and digital branding
partially exert positive and significant effects on marketing performance.
Simultaneously, both variables also have positive and significant influence, with
cultural brand identity proving more dominant. Their contribution to explaining
marketing performance is substantial, while other variations are explained by
factors outside the research model. These findings highlight the importance of
synergy between strong brand identity and effective digital strategies as key drivers
of business sustainability. It is recommended that Reksa Craft Collection strengthen
cultural product narratives and enhance user experience in accessing digital
information.
Keywords: cultural brand identity, digital branding, marketing performance,
partial, simultaneous.