THE INFLUENCE OF CONTENT MARKETING, BRAND AMBASSADORS, AND BRAND AWARENESS OF BUYING INTERESTS OF FASHION MATERNAL DISASTER BRAND CUSTOMERS
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Aug 31, 2023
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Abstract
This research focuses on the influence of Content Marketing, Brand Ambassador, and Brand Awareness marketing strategies on Buying Interests of Maternal Disaster fashion brand customers. The purpose of this study is to determine the effect of Content Marketing, Brand Ambassador, and Brand Awareness on Buying Interests of Maternal Disaster fashion brand customers either partially or simultaneously. This study uses a Quantitative Descriptive method. As for how to collect data using questionnaires distributed to respondents who meet the criteria. The sample used in this study was 124 respondents who were taken using the Maholtra formula with purposive sampling method. For data analysis using multiple linear regression analysis techniques and tested using the SPSS version 25 program.
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BAHARUDINSYAH, Fuad Arsy; PUTRI, Kartika Anggraeni Sudiono.
THE INFLUENCE OF CONTENT MARKETING, BRAND AMBASSADORS, AND BRAND AWARENESS OF BUYING INTERESTS OF FASHION MATERNAL DISASTER BRAND CUSTOMERS.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 9, n. 1, p. 655-664, aug. 2023.
ISSN 2541-3333.
Available at: <http://conferences.uin-malang.ac.id/index.php/iconies/article/view/2280>. Date accessed: 02 may 2024.
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References
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Vania, Anggraini. (2020) The Role of Brand Love as a Mediation of Hedonic Products and Brand Self-Expressive Against Brands. Journal of Management Science at Meredeka University Malang.
Alifia Sarah Mardiani, Aditya Wardhana. (2018). The Influence of Brand Ambassadors on Buying Interests of Bandung Kunafe Cake Consumers. Telkom University Journal.
Christian Gunanjaya (2020) The Influence of Brand Awareness, Quality, and Packaging on Interest in Buying Rovanc. Performance Journal: Journal of Management and Business Start-ups.
Dhurup, M., Mafini, C & Dumasi, T. (2014). The impact of packaging, price, and brand awareness on brand loyalty: Evidence from the paint retailing industry, Acta Commerce 14 (1), Art.
Fauzi, Maharani. (2018). The Effect of Content Marketing on Consumer Purchase Interest in Creative Services Yours Bandung ". Journal of Unisba.
Komiya, N., Eelss, GT (2001). Predictors of attitudes toward seeking counseling among international students. Journal of College Counseling, 4, 153-160. doi:10.1002/j.2161-1882.2001.tb00195.x
Ghozali, Imam. (2013). Multivariate Analysis Application with SPSS Program. Semarang: Dipenogoro University Publishing Agency.
Ghozali, Imam. (2018). Multivariate Analysis Application with SPSS Program. Semarang: Dipenogoro University Publishing Agency.
Hidayat, ARW, & Astuti, SRT (2019). Analysis of the Influence of Brand Awareness, Perceived Price, Web Design on Purchase Intention in Zenius Education (Study on the Behavior of Generation Z Students in Demak Regency). 8, 1–13.
Joe, P. (2009). What Is Content Marketing? Retrieved from Content Marketing Institute: https://contentmarketinginstitute.com/what-is-content-marketing/.
Kotler, Philip and Gary Armstrong. (2014). Principles of Marketing. 15th edition. Global edition. Pearson Hall, New Jersey.
Kotler, Philip and Keller, (2013). Marketing Management. Global Edition. USA: Pearson Prentice.
Lieb, Rebecca. (2012). Content Marketing: Think Like a Publisher.
Lea-Greenwood, Gaynor. (2012). Fashion Marketing Communications E-book. Somerset, NJ, USA: Wiley.
Keller, Kevin L. (2013). Strategic Brand Management : Building, Measuring, and Managing Brand Equity. Fourth Edition. USA : Pearson Education Inc.
Kotler, Philip. (1997). Marketing Management. Volume one. Jakarta: Prentice Hall.
Kotler, Philip and Kevin Lane Keller. (2009). Marketing Management. Volume 1, Thirteenth Edition. Jakarta: Erlangga.
Kotler, Philip and Kevin Lane Keller. (2010). Marketing Management. Volume 1, Thirteenth Edition. Jakarta: Erlangga.
Lea-Greenwood, Gaynor. (2012). Fashion Marketing Communications E-book. Somerset, NJ, USA: Wiley
Malhotra, NK (2007). Marketing Research: An Applied Orientation (5th Ed). New Jersey: Prentice Hall.
Malhotra, NK, (2009). Marketing Research, Fourth Edition, Volume 1, PT Index, Jakarta.
Malhotra, NK (2009). Marketing Research:
Applied Approach vol 1. Jakarta: PT Index. Malhotra, Naresh K. (2006). Marketing Research An Applied Orientation. Prestice Hall, United State of America.
Pulizzi, J. & Barrett, N. (2009). Get content. Get customers. McGraw Hill: New York.
Pham, Gammoh (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual mode.
Saputra, Kartika. (2022). The Role of Price, Product Quality and Brand Image on Repeat Purchase Decisions on Bear Brand Milk Products in Malang City. Journal of Economics And Business. Vol. 9(2). 261-269.
Sugiyono. (2009). Quantitative Research Methods, Qualitative and R&D. Bandung : Alphabet.
Sugiyono. (2010). Quantitative Research Methods, Qualitative & R&D. Bandung: CV. Alphabet.
Sugiyono. (2012). Quantitative Qualitative Research Methods and R&B. Bandung: Alphabet.
Vania, Anggraini. (2020) The Role of Brand Love as a Mediation of Hedonic Products and Brand Self-Expressive Against Brands. Journal of Management Science at Meredeka University Malang.