Pengaruh Content Marketing dan Electronic Word-of-mouth terhadap Brand Attitude IPB University

Abstract

The COVID-19 pandemic has resulted in an increase in internet addiction in Indonesia. These conditions made IPB University increase its marketing portion through content marketing and build electronic word-of-mouth (e-WOM) to increase brand attitude. However, this strategy is not in line with the number of applicants entering IPB, as part of brand attitude which actually decreases in 2020. This research was conducted to identify the characteristics and perceptions of respondents towards content marketing and eWOM, as well as analyze the effect of content marketing and eWOM on brand attitude. The research was conducted by distributing online questionnaires to respondents. Data were analyzed using the SEM-PLS method and descriptive analysis method. The results of this study indicate that content marketing carried out by IPB University is not able to directly influence brand attitude but requires e-WOM as a mediating variable. Meanwhile, content marketing has a positive and significant impact on e-WOM. Furthermore, the results of this study state that e-WOM is able to give a significant and positive influence on IPB University's brand attitude

Pandemi COVID-19 mengakibatkan adanya peningkatan internet addiction di Indonesia. Kondisi tersebut membuat IPB University meningkatkan porsi pemasaran melalui content marketing dan membangun electronic word-of-mouth (eWOM) dalam meningkatkan brand attitude. Namun, strategi tersebut tidak sejalan dengan jumlah pelamar masuk IPB, sebagai bagian brand attitude yang justru menurun pada tahun 2020. Penelitian ini dilakukan untuk mengidentifikasi karakteristik dan persepsi responden terhadap content marketing dan eWOM, serta menganalisis pengaruh content marketing dan eWOM terhadap brand attitude. Penelitian dilakukan dengan menyebarkan kuisioner daring kepada responden. Data dianalisis menggunakan metode SEM-PLS dan metode analisis deskriptif. Hasil pada penelitian ini menunjukkan bahwa content marketing yang dilakukan oleh IPB University tidak mampu memengaruhi brand attitude secara langsung, namun membutuhkan eWOM sebagai variable mediasi. Sementara itu, content marketing memberikan pengaruh positif dan signifikan terhadap eWOM. Selanjutnya, hasil penelitian ini menyatakan bahwa eWOM mampu memberikan pengaruh yang signifikan dan positif terhadap brand attitude IPB University