ANALISIS PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARENESS DISTRICT 9 COFFEE AND SPACE

Kartika Dwi Hapsari, . (2025) ANALISIS PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARENESS DISTRICT 9 COFFEE AND SPACE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The growth of the coffee shop industry in Indonesia, particularly among millennials and Gen Z, is driven by lifestyle shifts and the rise of digital platforms. However, less strategic locations and intense competition among coffee shops present challenges in building brand awareness. Digital marketing strategies such as social media marketing, content marketing, and event marketing are employed to reach consumers who are highly active on platforms like Instagram and TikTok. Yet, the effectiveness of these strategies needs further validation, especially for local coffee shops not situated in popular areas. This study aims to determine, analyze, and prove the influence of social media marketing, content marketing, and event marketing on brand awareness. Using a quantitative approach, the study surveyed 100 active customers of District 9 Coffee and Space in South Tangerang. The SEM-PLS analysis reveals that (1) Social media marketing has a significant effect on brand awareness. (2) Content marketing has a significant effect on brand awareness. (3) Event marketing also has a significant effect on brand awareness. These findings indicate that the synergy of these three strategies is crucial in enhancing brand awareness for local coffee shops amid tight market competition.

Item Type: Thesis (Skripsi)
Additional Information: {No, Panggil: 2110111047} {Pembimbing: Dienni Ruhjatini Sholihah} {Penguji 1: Bernadin Dwi M} {Penguji 2: Alfatih Sikki Manggabarani}
Uncontrolled Keywords: social media marketing, content marketing, event marketing, brand awareness, coffee shop
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: KARTIKA DWI HAPSARI
Date Deposited: 06 Aug 2025 03:05
Last Modified: 06 Aug 2025 03:05
URI: http://repository.upnvj.ac.id/id/eprint/38669

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