ANALISIS STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARENESS

Abstrak

The study aims to identify how Digital Marketing Strategy Analysis increases Brand Awareness. The independent variables are Social Media Utilization (X1), Search Engine Optimization/SEO (X2), Online Advertising (X3), Email Marketing (X4), and Data Analysis (X5). The dependent variables of Brand Awareness include Brand Recall, Brand Recognition, Purchase, and Consumption. The research design uses a quantitative method. The snowball sampling technique with 50 respondents. Data were obtained by distributing questionnaires via Google Foam with the specification of respondents using social media in implementing marketing strategies. Data analysis used classical assumption tests, multiple linear regression, R2 tests, F tests, and partial and simultaneous tests. Data processing showed a positive impact, although the variable received a negative value for the SEO variable (X2). Meanwhile, the variables Social Media Utilization (X1), Online Advertising (X3), Email Marketing (X4), and Data Analysis (X5). The test results show that digital marketing strategies significantly influence brand awareness. The X2 variable shows that SEO strategies do not have a significant influence in improving product and service marketing strategies to increase brand awareness. Meanwhile, other variables show that digital marketing strategies can increase trust in the marketed brand. Simultaneously, positive values ​​were obtained, meeting the test standards, indicating that both independent variables collectively influence the purchasing decision of culinary products.