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Khairunnisah, Noni Antika
Akademi Bisnis Lombok
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Pengaruh Digital Marketing terhadap Peningkatan Brand Awareness pada Bisnis Online Noni Antika Khairunnisah
SENTRI: Jurnal Riset Ilmiah Vol. 4 No. 12 (2025): SENTRI : Jurnal Riset Ilmiah, Desember 2025
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v4i12.4828

Abstract

This study aims to analyze the effect of digital marketing on increasing brand awareness in online businesses in Indonesia. The research method used is associative quantitative research with a multiple linear regression approach. Data were collected through an online questionnaire distributed to 120 respondents, namely active consumers who have interacted with online businesses in Jakarta, Bandung, and Surabaya. The results show that social media activities and digital advertising have a positive and significant effect on brand awareness, with t-values of 8.214 and 6.745, respectively (p-value <0.05). The coefficient of determination (R2) of 0.684 indicates that 68.4% of the variation in increased brand awareness is explained by digital marketing factors, while the remaining 31.6% is influenced by other variables outside the model. These findings support the digital marketing theory proposed by Kotler and Keller (2021), which states that effective digital strategies can expand brand reach, increase consumer engagement, and build long-term loyalty. The practical implications of this study suggest that online business actors need to optimize their digital marketing strategies by integrating social media, paid advertising, and creative content relevant to the target market. In addition, consistency of brand identity across various digital platforms is a key factor in increasing consumers’ brand recall. Overall, this study confirms that digital marketing plays an important role as a strategic instrument in building and strengthening brand awareness in the digital economy era.
Co-Authors A. Fandir Abdul Halik Ahmad Ahmad Ahmad Ahmad Amin, Fathul Anam, Ahmad Gautsul Andi Pranata Andi Pranata, Andi Andrayana, Gina Ariflin, Ariflin Azim, Muhammad Azra Fauzi Bayu, Teza Haikal Binar Dwiyanto Pamungkas, Binar Dwiyanto Effendy Gunardi Eka Putri, Sinta Widhayani Eko, Danil Elly Karmeli Farid Farid, Farid Febrian Humaidi Sukmana Febrianti, Femi Gunardi, Effendy Hardyanti Hardyanti hermanto hermanto I Made Suparta I Putu Buda Yasa Imron Imron, Imron Irma Aliana Putri Iwan Setiawan Jubaidah, Jubaidah Junaedi Junaedi Junaedi Junaedi Karimatunnisa, Gina Karmeli, Elly Kurnadi, Kurnadi Kusuma Hadi, Muhammad Wahyu Lalu Ferdi Ferdiansyah Lalu Gde muhamad Subhan Lila Alwyah Maesarah, Maesarah Mahadiputra, Bagus Oka Mahfuz, Muhammad Mawardin Mawardin Mawardin, Mawardin Moh Salman Alfarisi Muhammad Azim Muhammad Ma'ruf Muhammad Mahfuz Muhammad Salahuddin Muhammad Yani Muhammad Yani, Muhammad Muhammas Azim Nurfidah, Nurfidah Nurlailah Nurlailah, Nurlailah Nurmayanti, Siti Nurwijayanti Ridho Algifari Rizqina, Intan Rosdiyanti, Evi Safitri, Reni Silvia Yuli Sari, Ni Kadek Wahyuni Merta Sarwadi, Gita Siti Mujanah Sri Damayanti Sri Maryanti Sri Maryanti Suharti Suharti supriadin supriadin Syahrir Syahrir Tri Ratnawati Vina Ayu Hidayati W Widia Walmukmim, Sayyid Ahmad Yuli, Reni Silvia Yuliandari, Rini Yuspiadi, Yuspiadi Yusuf Yusuf