Pengaruh Content Marketing Dan Social Media Terhadap Brand Awareness (Studi Kasus Pada Café UNISMA)

Abstract

Abstract

This study aims to analyze the effect of content marketing and social media on brand awareness at UNISMA cafe, both simultaneously and partially. The background of this study is based on the importance of digital marketing strategies in enhancing brand awareness amid the increasingly competitive culinary industry. As an entrepreneurship laboratory of Universitas Islam Malang, UNISMA cafe utilizes social media as a promotional medium; however, its level of brand recognition among consumers still needs to be improved. This study employed a quantitative approach using an explanatory research design. The population consisted of members of the academic community of Universitas Islam Malang who had visited UNISMA cafe and were familiar with its social media accounts. The sampling technique used was purposive sampling, resulting in a total sample of 65 respondents. Data were collected through a questionnaire using a Likert scale. The data were analyzed using SPSS version 26, including validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, the F-test, the t-test, and the coefficient of determination (Adjusted R²). The results of the study indicate that content marketing and social media simultaneously have a positive and significant effect on the brand awareness of UNISMA cafe. Partially, content marketing has a positive and significant effect on brand awareness, indicating that relevant, accurate, easy-to-understand, easily accessible, and consistent content can enhance consumers' awareness of the UNISMA cafe brand. In addition, social media also has a positive and significant effect on brand awareness, demonstrating that effective communication, engaging content, collaboration, and strong connections with audiences can improve consumers' recognition and recall of the UNISMA cafe brand. These findings suggest that implementing effective content marketing strategies and optimizing social media management can serve as an effective approach to strengthening the brand awareness of UNISMA cafe.

Keywords: Content Marketing, Social Media, Brand Awareness, UNISMA Cafe.