Muhammad Hafizh Ghozahdi, . (2023) PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING PADA YOUTUBE TERHADAP BRAND AWARENESS GOJEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is quantitative research which aims to find out, analyze and prove the influence of social media marketing and content marketing on Gojek brand awareness. Gojek is a company that provides application-based online transportation services. Since Gojek was first founded in 2010, the YouTube social media managed by Gojek has experienced a very slow increase in followers compared to other social media and this means that the YouTube social media managed by Gojek is still unable to reach followers like other social media. By maximizing YouTube social media marketing and creating good content marketing, you will increase brand awareness on Gojek's YouTube. The population in this study were FEB UPNVJ students class of 2020. The sample size was 90 respondents using a non-probability sampling method with purposive sampling technique. Data collection was carried out through distributing Google forms. The data analysis technique used is descriptive and inferential analysis with the SEM-PLS technique using the Smart PLS 4 application. All constructs of each variable in this research have passed validity and reliability. The results of the research show that social media marketing has a significant effect on brand awareness and content marketing does not have a significant effect on brand awareness
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111052] [Pembimbing: Suharyati] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Brand Awareness; Digital Marketing; Youtube; Social Media Marketing; Content Marketing, |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muhammad Hafizh Ghozahdi |
| Date Deposited: | 21 Mar 2024 04:26 |
| Last Modified: | 22 Mar 2024 02:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28119 |
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