Pengaruh Penggunaan Social Media Marketing dan Content Marketing terhadap Brand Awareness di Institusi Pendidikan
Main Article Content
The purpose of this study is to evaluate the implementation of social media, content marketing, and brand awareness at the Bandung Culinary Academy and analyze the influence of each and the combination of the two on brand awareness. This research was conducted using an explanatory research approach. In this study, the research object consists of 2 (two) types of variables, namely independent variables and dependent variables. This study uses 2 (two) independent variables, namely the use of social media marketing (X1) and the use of content marketing (X2). The bound variable used in this study is brand awareness (Y). As a result, ATB Bandung has not done social media marketing well, especially in terms of communicating the products offered, but the value of the products offered can be conveyed well to the public. Although the content marketing carried out by ATB Bandung is interactive, relevant, and easy to understand.
Keywords:
Social Media Marketing, Content Marketing, Brand Awareness, Education
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Asikin, M. Z., Fadilah, M. O., Saputro, W. E., Aditia, O., & Ridzki, M. M. (2024). The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises. International Journal of Social Service and Research, 4(03), 963–970.
Chandra, G. (2002). Strategi & Program Pemasaran. Yogyakarta: Andi Offset.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Ekaputri, H. E., Nurfadilah, F. A., Rafsanzani, F., & Santy, R. D. (2021). The Effect of Creative Content to Increase Brand Awareness: Information Technology-Based Marketing Strategies. International Journal of Research and Applied Technology (INJURATECH), 1(2), 410–423.
ElAydi, H. O. (2018). The effect of social media marketing on brand awareness through Facebook: An individual-based perspective of mobile services sector in Egypt. Open Access Library Journal, 5(10), 1–5.
Fariandi, R., & Ariani, D. W. (2023). The effect of social media marketing activities on brand awareness, brand image and brand loyalty for the Netflix brand. Journal of Management Science (JMAS), 6(3), 359–365.
Farman, L., Comello, M. L., & Edwards, J. R. (2020). Are consumers put off by retargeted ads on social media? Evidence for perceptions of marketing surveillance and decreased ad effectiveness. Journal of Broadcasting & Electronic Media, 64(2), 298–319. https://doi.org/10.1080/08838151.2020.1767292
Gbandi, E. C., & Iyamu, G. O. (2022). The effect of social media marketing on the growth of business: evidence from selected Small and Medium Enterprises (SMEs) in Benin City, Nigeria. Journal of Enterprise and Development (JED), 4(1), 77–98. https://doi.org/10.20414/jed.v4i1.4918
Irdasyah, R. R., Risqiani, R., & Margaretha, F. (2022). The Influence of Social Media Marketing Activities, Brand Awareness, Brand Image, Against Purchase Intention. Jurnal Economic Resource, 5(2), 402–416.
Kusumawati, E. (2015). Pengembangan Sumber Daya Manusia Perguruan Tinggi. Konferensi Nasional Ilmu Pengetahuan Dan Teknologi (KNIT), 1(1), 149–156.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70.
Malhotra, N. K., Dash, S., & Kumar, R. S. (2016). The impact of marketing activities on service brand equity The mediating role of evoked experience. The Eletronic Library, 34(1), 1–5.
Mawarni, I., & Muzammil, O. M. (2023). The Influence of Corporate Social Responsibility, Social Media Marketing, Sales Promotion, and Perceived Value on Consumer Purchase Decision on the Tokopedia Marketplace. Dinasti International Journal of Management Science, 4(4), 760–768.
Mutohharoh, M., Jamaluddin, J., & Bawaihi, B. (2022). STRATEGI PEMASARAN LEMBAGA PENDIDIKAN STUDI RUANG GURU. UIN SULTHAN THAHA SAIFUDDIN JAMBI.
Paramita, B. B., Watratan, R. B. M. P., & Rupianti, R. (2023). Pengaruh Content Marketing dan Celebrity Endorsement Terhadap Brand Awareness. Prosiding SENIATI, 7(2), 208–219.
Parayogo, E. (2020). Kualitas Pelayanan Dan Pengembangan Sdm Karyawan Front Office Terhadap Kepuasan Tamu Hotel Citra Alam Demak. Jurnal Visi Manajemen, 6(3), 162–174.
Pektas, S. Y., & Hassan, A. (2020). The effect of digital content marketing on tourists’ purchase intention. Journal of Tourismology, 6(1), 79–98.
Putri, R. H. K., & Windasari, N. A. (2023). Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC. id). Journal of Economics and Business UBS, 12(1), 651–673.
Rahardja, U. (2022). Social Media Analysis as a Marketing Strategy in Online Marketing Business. Startupreneur Business Digital (SABDA Journal), 1(2), 176–182.
Sutarya, M. (2019). Pendidikan Inklusi di Perguruan Tinggi: Studi Pada Pusat Kajian dan Layanan Mahasiswa Berkebutuhan Khusus Politeknik Negeri Jakarta. Institut PTIQ Jakarta.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
