THE INFLUENCE OF STORYTELLING AND CONTENT MARKETING ON BRAND AWARENESS IN THE VOLUNTEER PROGRAMS OF THE BAKTI MILLENNIAL ORGANIZATION
Abstrak
This study aims to explore the impact of Storytelling and Content Marketing on Brand Awareness in the volunteer program within the Bakti Milenial organization. The research employs an explanatory quantitative approach, with the population consisting of all volunteers participating in service activities in the 3rd session comprising 119 volunteers in Bintan in 2021 and the 4th session comprising 225 volunteers in Labuan Bajo in 2022. The sample taken consists of 185 volunteers from the total population of 344, calculated using the Slovin formula. The primary data source is the responses from questionnaires distributed to the respondents. The researcher utilized SPSS v.25 analysis techniques to process the data and test their influence using Likert scales. The research process includes validity testing, reliability testing, normality testing, multicollinearity testing, heteroskedasticity testing, multiple linear regression analysis, t-tests, F-tests, and R2 tests. The results indicate that Storytelling has a significant positive impact on Brand Awareness, as does Content Marketing. Together, Storytelling and Content Marketing simultaneously have a significant positive impact on Brand Awareness, obtaining an Adjusted R Square value of 0.187Referensi
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Ashari, B. H., Wibawa, B. M., & Persada, S. F. (2017). Analisis Deskriptif Dan Tabulasi Silang Pada Konsumen Online Shop Di Instagram (Studi Kasus 6 Universitas Di Kota Surabaya). Jurnal Sains Dan Seni ITS, 6(1). https://doi.org/10.12962/j23373520.v6i1.21403
BMediaGroup. (2022). Why Is Brand Awareness Important? BMedia Group.
Brushwood Rose, C. (2016). The subjective spaces of social engagement: Cultivating creative living through community-based digital storytelling. Psychoanalysis, Culture & Society, 21(4), 386–402. https://doi.org/10.1057/pcs.2015.56
Bryan, C. J. (2011). The power of storytelling: How to use stories to persuade, influence, and change the world. Amacom.
CarlFernando, J. (2023). Dampak Media Sosial sebagai Alat Pemasaran terhadap Kesadaran Merek di E-Commerce. Kompasiana. https://www.kompasiana.com/juann11/648196be08a8b559cd482f63/dampak-sosial-media-sebagai-alat-pemasaran-terhadap-kesadaran-merek-di-e-commerce
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Dafit. (2023). Jumlah Penduduk Indonesia 2023: Pertumbuhan Populasi dan Tantangan Masa Depan - Warga Negara Indonesia. Kompasiana. https://www.kompasiana.com/fitriawardani8538/64c536734addee5845630ba2/komunikasi-dalam-konteks-pemasaran-dan-merek
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Dias, P., & Cavalheiro, R. (2021). The role of storytelling in the creation of brand love: the PANDORA case. Journal of Brand Management.
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Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program SPSS. Balai Pustaka Universitas Diponegoro.
Ginting, P., & Situmorang, S. H. (2008). Filsafat Ilmu dan Metode Riset. USU Press.
Hadi, S. (2016). Metodologi riset. Pustaka Pelajar.
Haryono, N., Ayu, A. S., & Priliantini, A. (2021). Peranan Peer Group Story-telling dalam Membangun Brand Awareness Usaha Makanan Lokal di Kota Surakarta. Representamen, 7(2).
He, A.-Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes. Journal of Research in Interactive Marketing, 15(3). https://doi.org/10.1108/JRIM-08-2019-0128
Kalkautsar, F. A., & Listiani, E. (2022). Pengaruh Konten di Instagram terhadap Brand Awareness. Bandung Conference Series: Communication Management, 2(1).
Karampournioti, E., & Wiedmann, K.-P. (2021). Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Research, 32(7).
Karr, D. (2016). How to Map Your Content to Unpredictable Customer Journeys. Meltwater.
Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice-Hall.
Kotler, & Keller. (2012). Manajemen Pemasaran. Erlangga.
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Liu, E. S. C., Ching, C. W. L., & Wu, J. (2017). Who is a volunteer? : A cultural and temporal exploration of volunteerism. Journal of Human Behavior in the Social Environment, 27(6).
Lundqvist, A., Liljander, V., Gummerus, J., & Riel, A. van. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4).
Maola, I., & Luthfi, H. (2022). Analisis Pengaruh Content Marketing Terhadap Brand Awareness Pada Layanan PT. Sasana Solusi Digital (Studi Kasus Intagram @Marketingstudio.Id) Tahun 2022. EProceedings of Applied Science, 8(5).
Maxwell, J. C. (2007). The 21 Irrefutable Laws of Leadership: Follow Them and People Will Follow You. Thomas Nelson.
Milhinhos, P. R. V. (2015). The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content. FGV EBAPE.
Muslihah, F. (2019). Pengaruh Social Media Marketing Instagram Terhadap Keputusan Pembelian Produk Fashion dalam Pandangan Islam (Studi kasus pada mahasiswa FEBI UIN Raden Intan Lampung angkatan 2014-2016). Universitas Islam Negeri Raden Intan Lampung.
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Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing Terhadap Pembentukan Brand Awareness Pada Kalbis Institute. Jurnal Media Kom, 8(2).
Ramdan, A. M., Maulana, M. F., & Revinzky, M. A. (2022). Analisa Konten Marketing Di Sosial Media Tiktok Terhadap Brand Awareness Bittersweet By Najla. Jurnal Ilmu Administrasi Bisnis, 4(2).
Romeltea. (2022). Storytelling: Pengertian, Prinsip, dan Teknik Bercerita untuk Konten. Romeltea Online.
Salzer-Mörling, M., & Strannegård, L. (2024). Silence of the brands. European Journal of Marketing. https://doi.org/10.1108/03090560410511203
Samodra, F. P. (2023). Engagement adalah Interaksi di Media Sosial, Ketahui Peran dan Cara Meningkatkannya. Liputan 6.
Shinta, A. (2023). Mengenal Content Marketing: Pemasaran Efektif untuk Bisnis. Dewaweb. https://www.dewaweb.com/blog/panduan-lengkap-content-marketing/
Statistik, B. P. (2022). Lembaga Non-Profit sebagai Pelengkap Perekonomian. BPS Prov. Jambi. https://jambi.bps.go.id/news/2022/08/14/252/lembaga-non-profit-sebagai-pelengkap-perekonomian.html
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Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Alfabeta.
Suhonen, M. R. (2022). Creating Strong Brand through Storytelling on an ApplicationBased Transportation Industry Developing a brand awareness strategy for Kitty’s Milkshake Bar through storytelling.
Sujarweni, V. W. (2019). Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru Press.
Sulistiorini, T. (2020). Pengaruh Content Marketing terhadap Brand Awareness Sociolla (survei pada mahasiswa Universitas Negeri Jakarta). Universitas Negeri Jakarta.
Susilowati. (2018). Pemanfaatan Aplikasi Tiktok Sebagai Personal Branding Di Instagram (Studi Deskriptif Kualitatif Pada Akun @bowo_allpennliebe). Jurnal Komunikasi, 9(2).
Udayani, S. A., & Wirajaya, I. G. A. (2019). Pengaruh Kecukupan Modal dan Penyaluran Kredit Pada Profitabilitas Dengan Risiko Kredit Sebagai Pemoderasi. E-Jurnal Akuntansi Universitas Udayana, 26(3). https://doi.org/10.24843/EJA.2019.v26.i03.p06.
Vivek, S. D., Beatty, S., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2).
Walgrove, A. (2019). Importance of Brand Awareness: Advantages and Perks. Taboola Blog. https://blog.taboola.com/importance-of-brand-awareness/
Warnaen, A., Solichah, J. M., & Prasetyo, H. (2023). Content Marketing Instagram untuk Membangun Brand Awareness Produk Susu Instagram Content Marketing to Build Dairy Brand Awareness. Jurnal Ilmu-Ilmu Pertanian, 25(1). https://doi.org/10.30595/agritech.v25i1.13190
Widyakusumastuti, M. A., & Wiguna, D. B. S. (2018). Creating Strong Brand through Storytelling on an ApplicationBased Transportation Industry. Pertanika Journals Social Sciences & Humanities, 26(1).
Windi, R., & Tampenawas, J. L. . (2023). Pengaruh Influencer Marketing, Content Marketing dan Efektivitas Tiktok Affiliate Terhadap Brand Awareness Skincare Hanasui (Study Kasus Pada Mahasiswa Jurusan Manajemen Universitas Sam Ratulangi. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3).
Yunita, D., Widad, A., Diah, Y. M., & Farla, W. (2021). Pembuatan Content Marketing sebagai Strategi Menumbuhkan Brand Awareness bagi Pelaku Usaha di Era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2). https://doi.org/10.29259/jscs.v2i2.38
Za, S. Z., Tricahyadinata, I., Robiansyah, R., & Darma, D. C. (2021). Storytelling Marketing, Content Marketing, dan Social Media Marketing Terhadap Keputusan Pembelian. Institut Penelitian Dan Kritikus Internasional Budapest (BIRCI-Journal) Humaniora Dan Ilmu Sosial, 4(3). https://doi.org/10.33258/birci.v4i3.2150
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Alexander, B. (2011). The New Digital Storytelling: Creating Narratives with New Media. Bloomsbury Academic.
Annur, C. M. (2023). Jumlah Penduduk Indonesia di Pertengahan Tahun (2015-2023). Katadata Media Network. https://databoks.katadata.co.id/datapublish/2023/07/13/penduduk-indonesia-tembus-278-juta-jiwa-hingga-pertengahan-2023
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Dampak Kesadaran Merek dan Pemasaran Konten Media Sosial terhadap Keputusan Pembelian Konsumen. Jurnal Nilai Publik Dan Wawasan Administratif, 2(2). https://doi.org/10.31580/jpvai.v2i2.896
Ashari, B. H., Wibawa, B. M., & Persada, S. F. (2017). Analisis Deskriptif Dan Tabulasi Silang Pada Konsumen Online Shop Di Instagram (Studi Kasus 6 Universitas Di Kota Surabaya). Jurnal Sains Dan Seni ITS, 6(1). https://doi.org/10.12962/j23373520.v6i1.21403
BMediaGroup. (2022). Why Is Brand Awareness Important? BMedia Group.
Brushwood Rose, C. (2016). The subjective spaces of social engagement: Cultivating creative living through community-based digital storytelling. Psychoanalysis, Culture & Society, 21(4), 386–402. https://doi.org/10.1057/pcs.2015.56
Bryan, C. J. (2011). The power of storytelling: How to use stories to persuade, influence, and change the world. Amacom.
CarlFernando, J. (2023). Dampak Media Sosial sebagai Alat Pemasaran terhadap Kesadaran Merek di E-Commerce. Kompasiana. https://www.kompasiana.com/juann11/648196be08a8b559cd482f63/dampak-sosial-media-sebagai-alat-pemasaran-terhadap-kesadaran-merek-di-e-commerce
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice. Pearson Education Limited.
Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge.
Dafit. (2023). Jumlah Penduduk Indonesia 2023: Pertumbuhan Populasi dan Tantangan Masa Depan - Warga Negara Indonesia. Kompasiana. https://www.kompasiana.com/fitriawardani8538/64c536734addee5845630ba2/komunikasi-dalam-konteks-pemasaran-dan-merek
Denning, S. (2004). Telling Tales. Harvard Business Review. https://hbr.org/2004/05/telling-tales
Dewantara, R. W., & Widhyharto, D. S. (2015). Aktivisme dan Kesukarelawanan dalam Media Sosial Komunitas Kaum Muda Yogyakarta. Jurnal Ilmu Sosial Dan Ilmu Politik, 19(1). https://doi.org/10.22146/jsp.10855
Dias, P., & Cavalheiro, R. (2021). The role of storytelling in the creation of brand love: the PANDORA case. Journal of Brand Management.
Durianto, D. (2013). Pemasaran konten: Strategi pemasaran masa kini. PT Elex Media Komputindo.
Durianto, D., Sugiarto, & S, T. (2004). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. PT.Gramedia Pustaka Utama.
Fanggidae, R. P., Fongo, P., & Fanggidae, R. E. (2019). Pengaruh Story Telling terhadap Keputusan Pembelian pada Aplikasi Belanja Online Tokopedia. Seminar Nasional Manajemen Bisnis.
Fauziyah, R. N. (2022). Social Media Marketing : Pengertian & Strategi Jitu Meningkatkan Promosi. Gramedia Book.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program SPSS. Balai Pustaka Universitas Diponegoro.
Ginting, P., & Situmorang, S. H. (2008). Filsafat Ilmu dan Metode Riset. USU Press.
Hadi, S. (2016). Metodologi riset. Pustaka Pelajar.
Haryono, N., Ayu, A. S., & Priliantini, A. (2021). Peranan Peer Group Story-telling dalam Membangun Brand Awareness Usaha Makanan Lokal di Kota Surakarta. Representamen, 7(2).
He, A.-Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes. Journal of Research in Interactive Marketing, 15(3). https://doi.org/10.1108/JRIM-08-2019-0128
Kalkautsar, F. A., & Listiani, E. (2022). Pengaruh Konten di Instagram terhadap Brand Awareness. Bandung Conference Series: Communication Management, 2(1).
Karampournioti, E., & Wiedmann, K.-P. (2021). Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Research, 32(7).
Karr, D. (2016). How to Map Your Content to Unpredictable Customer Journeys. Meltwater.
Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice-Hall.
Kotler, & Keller. (2012). Manajemen Pemasaran. Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Kurniawan, B. (2012). Metodologi penelitian. Jelajah Nusa.
Liu, E. S. C., Ching, C. W. L., & Wu, J. (2017). Who is a volunteer? : A cultural and temporal exploration of volunteerism. Journal of Human Behavior in the Social Environment, 27(6).
Lundqvist, A., Liljander, V., Gummerus, J., & Riel, A. van. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4).
Maola, I., & Luthfi, H. (2022). Analisis Pengaruh Content Marketing Terhadap Brand Awareness Pada Layanan PT. Sasana Solusi Digital (Studi Kasus Intagram @Marketingstudio.Id) Tahun 2022. EProceedings of Applied Science, 8(5).
Maxwell, J. C. (2007). The 21 Irrefutable Laws of Leadership: Follow Them and People Will Follow You. Thomas Nelson.
Milhinhos, P. R. V. (2015). The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content. FGV EBAPE.
Muslihah, F. (2019). Pengaruh Social Media Marketing Instagram Terhadap Keputusan Pembelian Produk Fashion dalam Pandangan Islam (Studi kasus pada mahasiswa FEBI UIN Raden Intan Lampung angkatan 2014-2016). Universitas Islam Negeri Raden Intan Lampung.
Mutaqin, I. Z. (2022). Tentang Kami Foundation - Bakti Milenial. Bakti Milenial. https://baktimillenial.org/tentang-kami/
Novrizaldi. (2020). Pemerintah Berkomitmen Wujudkan Bonus Demografi yang Berkualitas | Kementerian Koordinator Bidang Pembangunan Manusia dan Kebudayaan. Kemenko PMK. https://www.kemenkopmk.go.id/pemerintah-berkomitmen-wujudkan-bonus-demografi-yang-berkualitas
Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing Terhadap Pembentukan Brand Awareness Pada Kalbis Institute. Jurnal Media Kom, 8(2).
Ramdan, A. M., Maulana, M. F., & Revinzky, M. A. (2022). Analisa Konten Marketing Di Sosial Media Tiktok Terhadap Brand Awareness Bittersweet By Najla. Jurnal Ilmu Administrasi Bisnis, 4(2).
Romeltea. (2022). Storytelling: Pengertian, Prinsip, dan Teknik Bercerita untuk Konten. Romeltea Online.
Salzer-Mörling, M., & Strannegård, L. (2024). Silence of the brands. European Journal of Marketing. https://doi.org/10.1108/03090560410511203
Samodra, F. P. (2023). Engagement adalah Interaksi di Media Sosial, Ketahui Peran dan Cara Meningkatkannya. Liputan 6.
Shinta, A. (2023). Mengenal Content Marketing: Pemasaran Efektif untuk Bisnis. Dewaweb. https://www.dewaweb.com/blog/panduan-lengkap-content-marketing/
Statistik, B. P. (2022). Lembaga Non-Profit sebagai Pelengkap Perekonomian. BPS Prov. Jambi. https://jambi.bps.go.id/news/2022/08/14/252/lembaga-non-profit-sebagai-pelengkap-perekonomian.html
Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif dan R&B. Alfabeta.
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Alfabeta.
Suhonen, M. R. (2022). Creating Strong Brand through Storytelling on an ApplicationBased Transportation Industry Developing a brand awareness strategy for Kitty’s Milkshake Bar through storytelling.
Sujarweni, V. W. (2019). Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru Press.
Sulistiorini, T. (2020). Pengaruh Content Marketing terhadap Brand Awareness Sociolla (survei pada mahasiswa Universitas Negeri Jakarta). Universitas Negeri Jakarta.
Susilowati. (2018). Pemanfaatan Aplikasi Tiktok Sebagai Personal Branding Di Instagram (Studi Deskriptif Kualitatif Pada Akun @bowo_allpennliebe). Jurnal Komunikasi, 9(2).
Udayani, S. A., & Wirajaya, I. G. A. (2019). Pengaruh Kecukupan Modal dan Penyaluran Kredit Pada Profitabilitas Dengan Risiko Kredit Sebagai Pemoderasi. E-Jurnal Akuntansi Universitas Udayana, 26(3). https://doi.org/10.24843/EJA.2019.v26.i03.p06.
Vivek, S. D., Beatty, S., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2).
Walgrove, A. (2019). Importance of Brand Awareness: Advantages and Perks. Taboola Blog. https://blog.taboola.com/importance-of-brand-awareness/
Warnaen, A., Solichah, J. M., & Prasetyo, H. (2023). Content Marketing Instagram untuk Membangun Brand Awareness Produk Susu Instagram Content Marketing to Build Dairy Brand Awareness. Jurnal Ilmu-Ilmu Pertanian, 25(1). https://doi.org/10.30595/agritech.v25i1.13190
Widyakusumastuti, M. A., & Wiguna, D. B. S. (2018). Creating Strong Brand through Storytelling on an ApplicationBased Transportation Industry. Pertanika Journals Social Sciences & Humanities, 26(1).
Windi, R., & Tampenawas, J. L. . (2023). Pengaruh Influencer Marketing, Content Marketing dan Efektivitas Tiktok Affiliate Terhadap Brand Awareness Skincare Hanasui (Study Kasus Pada Mahasiswa Jurusan Manajemen Universitas Sam Ratulangi. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3).
Yunita, D., Widad, A., Diah, Y. M., & Farla, W. (2021). Pembuatan Content Marketing sebagai Strategi Menumbuhkan Brand Awareness bagi Pelaku Usaha di Era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2). https://doi.org/10.29259/jscs.v2i2.38
Za, S. Z., Tricahyadinata, I., Robiansyah, R., & Darma, D. C. (2021). Storytelling Marketing, Content Marketing, dan Social Media Marketing Terhadap Keputusan Pembelian. Institut Penelitian Dan Kritikus Internasional Budapest (BIRCI-Journal) Humaniora Dan Ilmu Sosial, 4(3). https://doi.org/10.33258/birci.v4i3.2150
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