Analysis Of The Influence Of Digital Marketing, Content Marketing, And Sponsorship On Brand Awareness
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Abstract
Research aim : The purpose of this study is to analyze the influence of
digital marketing, content marketing, and sponsorship on brand
awareness in national export schools.
Design/Methode/Approach : Quantitative research methods were used
for this study, utilizing observations, interviews, and questionnaires for
data collection. Statistical analysis, including hypothesis testing,
determination coefficients, validity tests, reliability, normality,
heteroskedasticity, multicollinearity, linear regression, bwr, t-test, f test,
determination coefficient, was carried out using SPSS 40.
Research Finding : This study reveals that digital marketing, content
marketing, and sponsorship, greatly affect brand awareness for target
markets or prospective students and students of the National Export
School. Based on the validity test, normality, heteroscedasticity,
multicollinearity, linear regression, multiple tests, t test, f test,
determination coefficient, showed a positive influence.
Theoretical contribution/Originality : This study contributes to the
existing literature by showing the importance of digital marketing,
content marketing, and sponsorship to brand awareness. This is in line
with previous research that emphasized the importance of factors such
as digital marketing, content content marketing, social media, and
promotions in creating brand awareness
Practitionel/Policy implication : The findings of this study can be used
by companies to develop more focused marketing strategies, utilizing
digital marketing, content marketing, and sponsorship to increase brand
awareness. This research also provides insight into the effectiveness of
using digital platforms in increasing brand visibility, so that companies
can be more optimal in utilizing digital tools.
Research limitation : This research is limited to prospective students,
students, and alumni of the National Export School who receive JJE
International Sponsorship
Article Details
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
References
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