Ady, Wildan Airlangga and Dr. Drs. Edy Yulianto, MP. (2022) Pengaruh Digital Content Marketing Terhadap Brand Awareness" (Survey pada Mahasiswa Fakultas Ilmu Administrasi, Universitas Brawijaya yang Pernah Menonton Content Eiger Adventure). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian yang dilakukan dangan judul "Pengaruh Digital Content Marketing Terhadap Brand Awareness" (Survey pada Mahasiswa Fakultas Ilmu Administrasi, Universitas Brawijaya yang Pernah Menonton Konten Eiger Adventure). Subjek penelitian pada mahasiswa di Fakultas Ilmu Administrasi (FIA) Universitas Brawijaya yang pernah menonton konten dari Eiger Adventure. Penelitian ini memiliki tujuan untuk mengetahui kemampuan Digital Content Marketing yang terdiri dari Content Information (X1), Content Entertainment (X2), Social Interaction (X3), Content Collaboration (X4) yang berpengaruh secara parsial pada Brand Awareness melalui konten Eiger Adventure, serta untuk mengetahui kemampuan Digital Content Marketing yang terdiri dari Content Information (X1), Content Entertainment (X2), Social Interaction (X3), Content Collaboration (X4) yang berpengaruh secara simultan atau secara bersama-sama melalui konten Eiger Adventure. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan sebanyak 116 responden yang diambil menggunakan purposive sampling, dan metode pengumpulan data melalui kuesioner Data pada penelitian ini diolah menggunakan SPSS Ver. 25.0.0 for Windows. Hasil penelitian menunjukkan bahwa (1) Content Information memberikan pengaruh signifikan terhadap Brand Awareness secara parsial (2) Content Entertainment memberikan pengaruh signifikan terhadap Brand Awareness secara parsial (3) Social Interaction memberikan pengaruh signifikan terhadap Brand Awareness secara parsial (4) Content Collaboration tidak memberikan pengaruh signifikan terhadap Brand Awareness secara parsial (5) Konsep Digital Content Marketing secara simultan memberikan pengaruh signifikan terhadap Brand Awareness.
English Abstract
The research was conducted with the title "The Influence of Digital Content Marketing on Brand Awareness" (Case Study on Students of the Faculty of Administrative Sciences, Universitas Brawijaya Who Have Watched Eiger Adventure Content). The research subjects are students at the Faculty of Administrative Sciences (FIA) Universitas Brawijaya who have watched content from Eiger Adventure. This study aims to determine the ability of Digital Content Marketing which consists of Content Information (X1), Content Entertainment (X2), Social Interaction (X3), Content Collaboration (X4) which partially affect Brand Awareness through Eiger Adventure content, as well as to knowing the capabilities of Digital Content Marketing which consists of Content Information (X1), Content Entertainment (X2), Social Interaction (X3), Content Collaboration (X4) which have an effect simultaneously or jointly through Eiger Adventure content. The type of research used is explanatory research with a quantitative approach. The sample used was 116 respondents who were taken using purposive sampling, and the data collection method was through a questionnaire. The data in this study were processed using SPSS Ver. 25.0.0 for Windows. The results show that (1) Content Information has a significant effect on Brand Awareness partially (2) Content Entertainment has a significant influence on Brand Awareness partially (3) Social Interaction has a significant influence on Brand Awareness partially (4) Content Collaboration does not provide a significant influence on Brand Awareness partially (5) The concept of Digital Content Marketing simultaneously has a significant influence on Brand Awareness.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030287 |
| Uncontrolled Keywords: | Digital Content Marketing, Information, Entertainment, Social Interaction, Collaboration, Brand Awarenes, Eiger |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 07 Sep 2023 05:56 |
| Last Modified: | 07 Sep 2023 05:56 |
| URI: | http://repository.ub.ac.id/id/eprint/202835 |
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Text (DALAM MASA EMBARGO)
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