The influence of content marketing, brand ambassadors, and brand awareness of buying interests of fashion maternal disaster brand customers

Baharudinsyah, Fuad Arsy and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2023) The influence of content marketing, brand ambassadors, and brand awareness of buying interests of fashion maternal disaster brand customers. Presented at The 9th International Conference of Islamic Economics and Business (ICONIES 2023), 31 Aug 2023, Malang.

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Abstract

This research focuses on the influence of Content Marketing, Brand Ambassador, and Brand Awareness marketing strategies on Buying Interests of Maternal Disaster fashion brand customers. The purpose of this study is to determine the effect of Content Marketing, Brand Ambassador, and Brand Awareness on Buying Interests of Maternal Disaster fashion brand customers either partially or simultaneously. This study uses a Quantitative Descriptive method. As for how to collect data using questionnaires distributed to respondents who meet the criteria. The sample used in this study was 124 respondents who were taken using the Maholtra formula with purposive sampling method. For data analysis using multiple linear regression analysis techniques and tested using the SPSS version 25 program.

Item Type:	Conference (Paper)
Keywords:	Content Marketing; Brand Ambassador; Brand Awareness; Purchase Intention
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	08 Jul 2024 09:36

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