Pengaruh Owned Social Media Content Marketing, Brand Awareness, Dan Brand Authenticity Terhadap Brand Attitude Pada Merek Fashion Lokal Indonesia
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Abstract
Pada industri fashion lokal yang sedang berkembang dengan pesat, strategi pemasaran digital melalui media sosial semakin relevan untuk meningkatkan daya saing merek. Konten yang bersifat interaktif, konsisten, dan partisipatif mampu memperkuat hubungan antara merek dan konsumen serta membentuk brand attitude yang positif. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh owned social media content marketing, brand awareness, dan brand authenticity terhadap brand attitude pada audiens media sosial fashion lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner daring terhadap 150 responden. Data dianalisis menggunakan regresi linear berganda dengan bantuan aplikasi SPSS (Statistical Program for Social Science) versi 26.0. Hasil penelitian ini menunjukkan owned social media content marketing berpengaruh positif dan signifikan terhadap brand attitude, brand awareness berpengaruh positif dan signifikan terhadap brand attitude, dan brand authenticity berpengaruh positif dan signifikan terhadap brand attitude.
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