Pengaruh Content Marketing, Sosial Media, Dan Word Of Mouth (WOM) Dalam Meningkatkan Brand Awareness Pada Digital Print Finsa Studi Kasus Digital Print Finsa Samban
DOI:
https://doi.org/10.61132/menawan.v2i2.403Keywords:
Content Marketing, Social Media, WOM, Brand AwarenessAbstract
This research aims to determine the influence of content marketing, social media and word of mouth (WOM) in increasing brand awareness among Finsa Samban Digital Print consumers. The influences you want to know are direct and indirect influences. This research uses a quantitative method with a descriptive research model which presents an accurate, systematic and factual description of a situation or phenomenon on variables through hypothesis testing by distributing questionnaires. This research used a sample of 96 respondents. Samples were taken using a purposive sampling method using non-probability with characteristics of a minimum age of 17 years and having used a product or service from Digital Print Finsa at least once. The test tools used are research instrument tests, classical assumption tests and multiple regression analysis tests. From the results of this test it can be concluded that marketing content has a significant direct influence on brand awareness. Social Media has an indirect influence in the research results in the T Test which is stated to have no significant effect on brand awareness. The results of the study on word of mouth (WOM) have a significant direct influence on brand awareness on Digital Print Finsa Samban.
Downloads
References
Andriani, D.F. (2021) ‘Pengaruh Media Sosial Dan Word of Mouth Terhadap Brand Awareness dan Keputusan Pembelian Djovalyn’, Manajemen dan Start-Up Bisnis, X, pp. 1–15.
Fatimah, R. (2023) ‘Pengaruh Content Marketing Instagram Dan Brand Awareness Terhadap Minat Beli Di Ps. Store Medan’, Jurnal Ilmiah Muqoddimah : Jurnal Ilmu Sosial, Politik, dan Humaniora, 7(1), p. 296.
hidayat fahrul, D. (2023) ‘Pengaruh Kualitas Produk,Electronic Word of Mouth dan Excellent Service Terhadap Keputusan Nasabah dalam Memilih Produk Pembiayaan Di BPRS Suriyah Cilacap’, pp. 31–41.
Isnawati, S.I., Pratiwi, M.I. and Bangsa, J.R. (2023) ‘Pelatihan Konten Marketing Pada Industri Otomotif Dengan Media Video Marketing Di Pt Wahana Investasindo Salatiga’, Jurnal Abadimas Adi Buana, 6(02), pp. 240–247..
Putra Perssela, R., Mahendra, R. and Rahmadianti, W. (2022) ‘Pemanfaatan Media Sosial Untuk Efektivitas Komunikasi’, Jurnal Ilmiah Mahasiswa Kuliah Kerja Nyata (JIMAKUKERTA), 2(3), pp. 650–656.
Saputra, G.W. and Ardani, I.G.A.K.S. (2020) ‘Pengaruh Digital Marketing, Word of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian’, E-Jurnal Manajemen Universitas Udayana, 9(7), p. 2596.p07.
Semuel, H. and Setiawan, K.Y. (2018) ‘Manajemen Pemasaran’, Jurnal Manajemen Pemasaran, 12(1), pp. 47–52. doi:10.9744/pemasaran.12.1.47.
Taurino, N. and Handoyo, S.E. (2023) ‘Pengaruh digital marketing, word of mouth, dan brand ambassador terhadap brand awareness serta dampaknya pada purchase decision’, Jurnal Manajemen Bisnis dan Kewirausahaan, pp. 176–186.
Unggul, A. (2023) ‘Prosiding : Ekonomi dan Bisnis Analisis Pengaruh Word Of Mouth , Brand Awareness , dan Strategi Marketing Mix Terhadap Keputusan Pembelian Lakban Aurapack ( Studi kasus di PT .’, 3(2)
