Mutiarasari, Ardila (2025) Pengaruh Content Marketing dan Influencer Marketing Terhadap Brand Awareness Produk Yogurt Cimory di Surabaya (Studi pada Pengguna Aplikasi TikTok). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of content marketing and influencer marketing on brand awareness of Cimory Yogurt products in Surabaya. This study uses a quantitative approach, with the population being the residents of Surabaya. The sample in this study was determined using the Slovin formula with a non-probability sampling technique using a purposive sampling approach. The research data was collected through a questionnaire distributed to 100 respondents. The analysis technique used was multiple linear regression analysis. The results showed that content marketing and influencer marketing had a positive and significant effect on the brand awareness of Cimory Yogurt products, both simultaneously and partially. Effective content marketing strategies and appropriate influencer collaborations have been proven to increase consumer brand awareness of a product. Therefore, companies need to maintain and improve the implementation of content marketing, be selective in choosing influencers, and conduct regular evaluations and development of digital marketing strategies. Keywords : Content Marketing, Influencer Marketing, Brand Awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ardila Mutiarasari | ||||||||
| Date Deposited: | 15 Sep 2025 02:38 | ||||||||
| Last Modified: | 15 Sep 2025 02:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43155 |
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