The Influence of Content Marketing and Customer Engagement on Brand Awareness on Instagram Social Media Neng Katineung

Abstract

This research aims to understand how Content Marketing and Customer Engagement on social media, especially through the Instagram, impact Brand Awareness of a brand. Focusing on the digital marketing strategy actualized by Neng Katineung Eatery, this investigate tests the theory that Content Marketing influences Customer Engagement, which in turn impacts the increment in Brand Awareness. The testing method utilized in this consideration is non-probability testing with a purposive testing approach. The chosen test comprises of 378 respondents, who are supporters of Neng Katineung Eatery Instagram account and have encounter in devouring or association with the brand. The collected information was analyzed quantitatively utilizing SPSS adaptation 25.0 to look at the relationship between the variables. The analytical method utilized incorporate Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, F-Test, and T-Test, with a 5% significant level. This demonstrates that Content Marketing and Customer Engagement at the same time have a noteworthy impact on Brand Awareness of Neng Katineung Eatery on Instagram. Hence, this study proves a digital marketing technique based on engaging content and how dynamic customer interaction can positively and significantly improve brand awareness.