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Am, Andri Nofiar
Politeknik Kampar
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Journal : Journal of Engineering Science and Technology Management

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The Role of Brand Awareness in Mediating the Influence of Digital Marketing and Digital Content Quality on Increasing Sales of Culinary MSMEs (Case Study in Panam, Pekanbaru) Kurnia, Dedi; Akbar, Rahmad; Yetti, Dzulhijjah; Sispurwanto, Yedi; Nofiar. Am, Andri
Journal of Engineering Science and Technology Management (JES-TM) Vol. 5 No. 2 (2025): September 2025
Publisher : Journal of Engineering Science and Technology Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jestm.v5i2.286

Abstract

This study aims to analyze and understand the role of brand awareness as a mediator in the relationship between digital marketing strategies and digital content quality on the sales growth of culinary MSMEs in Panam, Pekanbaru. The research employs a quantitative approach using Path Analysis. Data were collected randomly from culinary MSMEs in Panam, Pekanbaru, over the period from 2020 to 2024. Data analysis techniques include descriptive analysis, normality test, multicollinearity test, autocorrelation test, and heteroskedasticity test. The findings of the study are as follows: 1) Digital marketing strategies have a positive and significant impact on brand awareness of culinary MSMEs. 2) Digital content quality has a positive and significant impact on brand awareness of culinary MSMEs. 3) Digital marketing strategies have a positive and significant impact on the sales growth of culinary MSMEs. 4) Digital content quality has a positive and significant impact on the sales growth of culinary MSMEs. 5) Brand awareness has a positive and significant impact on the sales growth of culinary MSMEs. 6) Digital marketing strategies significantly enhance sales growth through the mediation of brand awareness in culinary MSMEs. 7) Digital content quality significantly enhances sales growth through the mediation of brand awareness in culinary MSMEs.
Co-Authors Ade Kurniawan Ade Syefira Rizky Agung Pramono Agung Pramono, Agung Alfarizi Siregar , Matjen ANGGARA, YOGI Anggy Trisnadoli Antoni Pribadi Antoni Pribadi Ardiansyah Hamid A’yuniyah, Qurotul Baehaqi Belia Afifah Bustami Bustami Bustami Custer, Johny Dini Amalia Putri Dzulhijjah Yetti Elvi Rahmi Febrianton, Adi Fenty Kurnia Oktorina Fenty Oktorina Fikri , M. Hayatul Fina Nasari Fitri Fitri Fitri Fitri Fitri Fitri, Nadila Gusrialni habibie, indra hafid, Burhan Hanim Inayati Hardiyanto Hardiyanto Harmi Yelm Harmi Yelmi Indra Habibi Indra Habibie Jazman, Muhammad Kamila, Muthia Kurnia, Dedi Larbiel Hadi M. Alkadri Perdana M. Rukhsah Mahdiawan Nurkholifah Merlia Rahma Yani Merlia Rahmayani Muhammad Arif Muhammad Ridwan Nasution, Lukman Hakim Nazira, Nanda Niken Ellani Patitis Nofrifaldi Nur Asma Deli Nurbit Nurbit Nurfitriani, Desi Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Oby, Muhammad Perdana, M Alkadri Perdana, M. Alkadari Perdana, M. Alkadri Perdana, M.Alkadri Pribadi, Antoni PUTRI, DINI AMALIA Putri, Indah Purnama Putri, Tara Liana Ramadhani Rahmad Akbar Rahmad Akbar Rahmadani, Desvita Rasihen, Yogy Rifqi Muhammad Rika Aryati Rukhshah, Muhammad Safitri, Mulya Santri Utami ms Sarjon Defit Sepdu Dehiya, Yogi Silalahi, Anita Rahayu Siti Rahayu Slamet Triyanto Sumijan Sumijan Tasia, Ena Tri Kurniaty Wahyu Triyono, Wahyu Yedi Sispurwanto Zulfikar