The Influence of Brand Awareness and Digital Marketing on the Interests of Prospective Cadets at the Barombong Maritime Polytechnic

Manuel August Todingbua (Department of Management, Universitas Kristen Indonesia Paulus)
Sita Yubelina Sabandar (Department of Accounting, Universitas Kristen Indonesia Paulus)
Joe Roland Setiyawan Bokau (Magister Management, Universitas Kristen Indonesia Paulus)

Journal of Entrepreneur, Business and Management
Vol 1, No 2 (2023): Journal of Entrepreneur, Business and Management

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