Analisis Pengaruh Brand Awareness Pada Cold Market dalam Strategi Digital Marketing
Kata Kunci:
Brand Awareness, Cold Market, Digital Marketing, Strategi Konten, Perilaku KonsumenAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness terhadap cold market dalam konteks strategi digital marketing. Cold market merupakan segmen audiens yang belum pernah mengenal atau berinteraksi dengan suatu merek. Dengan pendekatan kuantitatif melalui survei online kepada 120 responden usia 18–35 tahun, penelitian ini menemukan bahwa brand awareness memiliki pengaruh signifikan terhadap respons cold market. Hasil regresi linier menunjukkan bahwa 67% variasi respons cold market dapat dijelaskan oleh tingkat brand awareness. Setiap peningkatan satu poin pada brand awareness mendorong peningkatan 1,29 poin pada respons audiens. Temuan ini memperkuat pentingnya konsistensi identitas visual dan strategi konten yang relevan dalam menjangkau audiens baru. Penelitian ini merekomendasikan integrasi antara awareness, trust, dan kualitas produk untuk memaksimalkan konversi dalam strategi digital marketing.
Unduhan
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