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All Journal Jurnal Kesehatan Masyarakat MIX : Jurnal Ilmiah Manajemen Jurnal Ilmiah Ekonomi Islam JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Riau Journal of Empowerment Jurnal Ilmu Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Manajemen Bisnis dan Keuangan Sinar Sang Surya: Jurnal Pusat Pengabdian kepada Masyarakat Jurnal ADAM : Jurnal Pengabdian Masyarakat ASEAN Marketing Journal Media Riset Bisnis & Manajemen eProceedings of Management Community Service Seminar and Community Engagement (COSECANT)
Yulia Nur Hasanah
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Physics Public Health Social Sciences Other

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Journal : MIX : Jurnal Ilmiah Manajemen

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Analysis of Content Marketing and Online Advertising on Brand Awareness for Halal Skincare Products Brands Yulia Nur Hasanah; Fauzan Aziz
MIX: JURNAL ILMIAH MANAJEMEN Vol 12, No 1 (2022): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2022.v12i1.007

Abstract

Objectives: Nowadays all companies utilize the development of information and communication technology to increase interaction with consumers because consumers can obtain information quickly through digital media. Therefore, all companies are competing to create marketing content and utilize all digital media to create online advertisements to help their brand can be recognized by consumers. So, this research aims to analyze the impact of content marketing and online advertising on brand awareness for halal skincare product brands in Indonesia.Methodology: This research uses descriptive causality research and three variables, namely content marketing, and online advertising, and brand awareness. The data in the research was collected using questionnaires with 385 respondents and processed using Partial Least Square (PLS). The hypothesis testing using the F-test and coefficient of determination.Finding: It found a positive impact of content marketing and online advertising on brand awareness, both partially and simultaneously. Furthermore, content marketing and online advertising have an impact of 91.20% on brand awareness.Conclusion: According to the findings content marketing and online advertising can increase brand awareness both particularly and simultaneously. 
Co-Authors Akhmad Yunan Aldi Akbar Amalina Dewi Kumalasari Anita Silvianita Arry Widodo Astadi Pangarso Dhiya nabilah Fajar Kartiko Fauzan Aziz Fauzan Aziz Fauzan Aziz Fitriani Nur Utami Hamzah, Salshabilla Adinda Hasibuan, Reza Rahmadi Lola Monica Sumarto Mutiara Firda Rosdiana Nadia Farah Putri Kusuma Nur Endah Wahyuningsih Nurafni Rubiyanti Patrick Adolf Telnoni Pramuko Aji Purwatiningsih Purwatiningsih Putra Tri Akram Retno Setyorini Rizza Indah Mega Mandasari Romat Saragih Rustina Dewi Sherly Artadita Sita Deliyana Firmialy Taufan Umbara Yusniar Hanani D.