PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING TERHADAP BRAND AWARENESS PRODUK LAYANAN B2B INDIBIZ BY TELKOM INDONESIA (STUDI PADA PELAKU USAHA MIKRO, KECIL, DAN MENENGAH DI KOTA PALEMBANG)

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PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING TERHADAP BRAND AWARENESS PRODUK LAYANAN B2B INDIBIZ BY TELKOM INDONESIA (STUDI PADA PELAKU USAHA MIKRO, KECIL, DAN MENENGAH DI KOTA PALEMBANG)

Fajar, Delviro Putra - Personal Name;

This study aims to determine the influence of social media marketing and content marketing on the brand awareness of the B2B service product Indibiz by Telkom Indonesia among MSMEs (Micro, Small, and Medium Enterprises) in Palembang City. The data used in this research include both primary and secondary data. The sampling method employed is non-probability sampling with a purposive sampling technique. The sample for this study consists of 100 respondents categorized as MSME actors in Palembang City. Based on partial test results (t-test), the social media marketing variable has a significant partial influence on the brand awareness of the B2B service product Indibiz by Telkom Indonesia among MSMEs in Palembang City, as indicated by a t-statistic of 4.293, which is greater than the t-table value of 1.985. Similarly, the content marketing variable also has a significant partial influence on brand awareness, as evidenced by a t-statistic of 6.979, which is greater than the t-table value of 1.985. Furthermore, the results of the F-test (simultaneous) show an F-statistic of 220.929, which is greater than the F-table value of 3.09. Therefore, it can be concluded that social media marketing and content marketing have a significant simultaneous influence on the brand awareness of the B2B service product Indibiz by Telkom Indonesia among MSMEs (Micro, Small, and Medium Enterprises) in Palembang City.

Availability

Central Library (Reference) T1656452025

T165645

Available but not for loan - Not for Loan

Detail Information

Series Title: -
Call Number: T1656452025
Publisher: Indralaya : Prodi Manajemen, Fakultas Ekonomi, Universitas Sriwijaya., 2025
Collation: xxi, 219 hlm.; ilus.; tab.; 29 cm.
Language: Indonesia
ISBN/ISSN: -
Classification: 658.807
Content Type: Text
Media Type: -
Carrier Type: -
Edition: -
Subject(s): Manajemen pemasaran
Specific Detail Info: -
Statement of Responsibility: MI

Other version/related

Title	Edition	Language
PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING DI INSTAGRAM TERHADAP PURCHASE DECISION PRODUK SERUM SKINTIFIC (STUDI PADA MASYARAKAT KOTA PALEMBANG)	-	id
PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KAOS NYENYES PALEMBANG (STUDI PADA INSTAGRAM DAN TIKTOK @KAOSNYENYES).		id
PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SUNSCREEN WARDAH DI KOTA PALEMBANG		id

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PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING TERHADAP BRAND AWARENESS PRODUK LAYANAN B2B INDIBIZ BY TELKOM INDONESIA (STUDI PADA PELAKU USAHA MIKRO, KECIL, DAN MENENGAH DI KOTA PALEMBANG)

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