PENGARUH CONTEN MARKETING TERHADAP BRAND AWARENESS PRODUK MEREK AEROSTREET DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING

The Influence of Content Marketing on Brand Awareness of Aerostreet Products with Customer Engagement as an Intervening Variable

Abstract

Aerostreet is one of the ten best and quality local shoe brands in 2024. This shows that Aerostreet is able to capture the hearts of consumers with their innovative products. However, even though Aerostreet has been recognized as one of the best and quality local shoe brands in 2024, data shows that many people are still unfamiliar with Aerostreet, especially among Gen Z, which is their main target market. Therefore, more efforts are needed from Aerostreet to increase brand awareness to reach the main target market.This study aims to analyze the influence of Content Marketing on Brand Awareness with Customer Engagement as an Intervening Variable on Aerostreet Brand Products. The data collection method in this study used a questionnaire with a respondent population of 100 people who were students of Mataram University. The results of this study found that there is a significant relationship between Content Marketing and Customer Engagement in influencing Brand Awareness, besides that Customer Engagement is also known to be able to mediate the relationship between Content Marketing and Brand Awareness on Aerostreet products. The results of this study are important findings for Aerostreet to be able to pay more attention to the aspects of Content Marketing and Customer Engagement in order to boost Brand Awareness effectively.