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All Journal Journal of Entrepreneur, Business and Management
Manuel August Todingbua
Department of Management, Universitas Kristen Indonesia Paulus
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Awareness and Digital Marketing on the Interests of Prospective Cadets at the Barombong Maritime Polytechnic Manuel August Todingbua; Sita Yubelina Sabandar; Joe Roland Setiyawan Bokau
Journal of Entrepreneur, Business and Management Vol 1, No 2 (2023): Journal of Entrepreneur, Business and Management
Publisher : Entrepreneurship Undergraduate Program at Amkop Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/jebm.v1i2.46

Abstract

This study aims to determine and analyze the effect of Brand Awareness and Digital Marketing on the Interests of prospective cadets / cadets of the Barombong Maritime Polytechnic. This research was conducted using a quantitative approach using primary data on prospective cadets/cadets of the Barombong Maritime Polytechnic Batch 69 Batch I who have passed the Admission Selection for Candidates for Cadets (SIPENCATAR) using the Nonprobability Sampling and Convenience Sampling techniques and using statistical (quantitative) analysis methods with multiple linear regression using the Statistical Product and Service Solutions (SPSS) program. Based on the results of the study, it was found that Brand Awareness partially did not have a significant effect on the interest of prospective Barombong Maritime Polytechnic cadets. Digital Marketing partially has a significant effect on the interest of prospective Polytechnic cadets/cadets. Simultaneously, Brand Awareness and Digital Marketing have a significant effect on the interest of prospective Barombong Maritime Polytechnic cadets. Keywords: Brand Awareness, Digital Marketing, Purchase Interest, Shipping, Barombong
Co-Authors Joe Roland Setiyawan Bokau Sita Yubelina Sabandar