Pengaruh Manajemen Konten Digital terhadap Brand Awareness pada Media Sosial
DOI:
https://doi.org/10.70404/jimbi.v1i01.165Keywords:
manajemen konten digital, brand awareness, media sosial, digital marketing, engagement, kualitas kontenAbstract
Perusahaan menghadapi kesulitan membangun brand awareness di media sosial karena rendahnya engagement dan ketidakjelasan strategi konten digital yang efektif. Penelitian mengembangkan kerangka manajemen konten digital dengan empat dimensi: kualitas konten, konsistensi posting, relevansi konten, dan engagement. Pendekatan kuantitatif dengan survei 300 responden pengguna media sosial dianalisis menggunakan regresi berganda. Manajemen konten digital berpengaruh signifikan terhadap brand awareness (R² = 0,742), dengan 74,2% variasi brand awareness dijelaskan oleh strategi konten digital. Kualitas konten menjadi faktor dominan (β = 0,385), diikuti engagement (β = 0,298), konsistensi posting (β = 0,234), dan relevansi konten (β = 0,198). Penelitian menghasilkan framework praktis yang terbukti efektif meningkatkan brand awareness hingga 74% melalui implementasi manajemen konten digital terstruktur.
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