Pengaruh Content Marketing dan Brand Awareness terhadap Minat Beli

Abstract

People's desire to buy something is thought to be affected by content marketing and company awareness. It was the goal of this study to find out how brand recognition and content marketing affect people's desire to buy something at PT Deroyal Tour & Travel in Denpasar. Quantitative research methodology is applied. The study was conducted at PT Deroyal Tour & Travel, and as the population is unlimited, a purposive sampling technique was used to collect the sample of 70 respondents. To examine the data, multiple linear regression analysis will be performed. The study's findings demonstrate that brand recognition and content marketing significantly and favorably influence consumers' desire to make a purchase.The advice that can be given is that the management of PT Deroyal Tour & Travel focuses more on consistency in creating higher quality and interesting content according to what consumers need. As well as making variations in the shape of the logo on vehicles or uniform identification marks that are more unique and different from other tour & travel services so that consumers can easily remember them. Suggestions for future researchers are that they can research and develop other variables outside the variables that have been researched in order to obtain more varied results.