Pengaruh Strategi Pemasaran dan Conten Marketing dalam Meningkatkan Brand Awereness pada Pengusaha Coffe Shop di Bali (Studi Kasus Kopi Janji Jiwa)

I Dewa Nyoman Usadha; Gede Angga Putra Baskara

doi:10.55681/economina.v3i9.1487

Authors

I Dewa Nyoman Usadha Universitas Mahendradatta
Gede Angga Putra Baskara Universitas Mahendradatta

DOI:

https://doi.org/10.55681/economina.v3i9.1487

Keywords:

Brand Awereness, Content Marketing, Strategic Marketing

Abstract

This study takes the object of Janji Jiwa Coffee Shop in Bali, The purpose of which is to test the Influence of Marketing Strategy and Content Marketing in Increasing Brand Awereness in Coffee Shop Entrepreneurs in Bali. Multiple Regression Quantitative Research Method with 95 samples and data analysis using SPSS Version 23. The results of the research (1) Marketing strategy (X1) has a positive and significant effect on increasing brand awereness in coffee shop entrepreneurs, (2) Content Marketing (X2) has a positive and significant effect on brand awereness in coffee shop entrepreneurs, (3) Simultaneously marketing strategies and content marketing have a positive and significant effect on brand awereness so that it becomes a unit in coffee shops in Bali. Research Implications This study found that the influence of marketing strategy variables and content marketing on coffee shop entrepreneurs in Bali is very large.

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