Marketing Strategy Through Content Marketing, Product Quality, and Customer Experience in Increasing Brand Awareness at PT Deles Karya Sejati
Keywords:
Content Marketing, Product Quality, Customer ExperienceAbstract
This study investigates the impact of Content Marketing, Product Quality, and Customer Experience on Brand Awareness at PT Deles Karya Sejati, addressing a gap in understanding how these factors collectively shape consumer perceptions in the beverage industry. The research uses primary data from questionnaires, observations, and interviews, supported by secondary data from company documentation. The population includes 30,000 customers, with a sample of 105 respondents determined using Sugiyono's multivariate sampling method. Multiple linear regression analysis was employed to test hypotheses. The findings reveal that Content Marketing, Product Quality, and Customer Experience each have a significant positive effect on Brand Awareness, both individually and collectively. These results offer valuable insights for marketing strategists aiming to enhance brand visibility in competitive markets.
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