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 and Nailis, Welly (2025) 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). Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social Media Marketing, Content Marketing, Brand Awareness
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Delviro Putra Fajar
Date Deposited:	21 Jan 2025 02:17
Last Modified:	21 Jan 2025 02:17
URI:	http://repository.unsri.ac.id/id/eprint/165645

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