PENGARUH STRATEGI DIGITAL MARKETING TERHADAP BRAND AWARENESS PADA JOTTER PRODUCTION

Indonesia

Abstract

This study aims to determine the effect of  content marketing, visual  animation, influencer endorsement, and social media marketing on the establishment of Jotter Production’s  brand awareness with a case study of instagram followers @hello_jby.

This study used methode a quantitative descriptive approach with a sampling techinque using purposive sampling method to determine respondents to each variable through questionaires distributed to 100 respondents from instagram followers @hello_jby or fans of the story “Just Be Yourself” (JBY). The analytical method in this study used multiple linear regression with a significance value of a = 5% (0,05).

The results of the analysis in this study found that content marketing varables (X1), visual animation (X2), social media marketing (X3) and influencer endorsement( X4) had a positive and significant effct simultaneously on brand awareness variable (Y). The adjusted R square value of 0,701 indicates that 70,1% of the three independent variables used in the regression equation, while the remaining 29,9% is explained by other variables outside of this study