Efektivitas Strategi Pemasaran Digital Berbasis Kreativitas Konten, Frekuensi dan Konsistensi Publikasi Konten dalam Meningkatkan Brand Awareness pada Deles Banyuwangi
Keywords:
Content Creativity, Content Publication Frequency, Content Publication Consistency, Brand Awareness, Digital Marketing.Abstract
This study is motivated by the importance of digital marketing strategies in enhancing brand awareness for local products amid intense competition on social media platforms. Deles Banyuwangi, as a local SME, still faces challenges in managing content creativity, publication frequency, and publication consistency, which may affect its brand awareness. The objective of this study is to analyze the influence of content creativity, content publication frequency, and content publication consistency on brand awareness at Deles Banyuwangi. This research employed a quantitative method with an explanatory approach. Data were collected through questionnaires distributed to 70 respondents selected using purposive sampling. Data analysis was conducted using multiple linear regression with SPSS 27. The results indicate that content creativity, publication frequency, and publication consistency have a positive and significant effect on brand awareness, both partially and simultaneously. Content publication consistency emerged as the most dominant variable influencing brand awareness. These findings demonstrate that successful brand awareness development is strongly influenced by the ability of businesses to manage creative, regular, and consistent content that supports a strong brand identity across social media platforms.
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