Pengaruh Konten Marketing pada Akun Instagram @jakartainternationalvelodrome terhadap Brand Awareness

Abstract

Perkembangan media sosial telah mendorong organisasi untuk memanfaatkan platform digital sebagai instrumen komunikasi pemasaran yang strategis. Penelitian ini bertujuan untuk mengetahui bagaimana konten marketing pada akun Instagram @jakartainternationalvelodrome, bagaimana Brand Awareness Jakarta International Velodrome, dan bagaimana pengaruh konten marketing terhadap Brand Awareness Jakarta International Velodrome. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Responden berjumlah 125 orang yang merupakan followers aktif akun Instagram @jakartainternationalvelodrome. Variabel konten marketing diukur menggunakan Content Marketing Matrix yang terdiri dari empat indikator, yaitu educate, entertain, inspire, dan convince. Variabel brand awareness diukur melalui empat indikator, yaitu unaware of brand, brand Recognition, brand recall, dan top of mind. Analisis data dilakukan menggunakan uji regresi linear sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa konten marketing pada akun Instagram @jakartainternationalvelodrome berada pada kategori sangat tinggi dengan nilai mean 4,30–4,33. Brand Awareness Jakarta International Velodrome juga berada pada kategori sangat tinggi dengan nilai mean 4,20–4,45. Hasil uji regresi setiap dimensi Content Marketing Matrix juga menunjukkan bahwa educate (ß=1,354), entertain (ß=1,389), inspire (ß=1,338), dan convince (ß=1,229) masing-masing berpengaruh positif dan sangat signifikan terhadap brand awareness (p=0,01). Di antara keempat dimensi tersebut, entertain merupakan dimensi yang memberikan pengaruh terbesar terhadap pembentukan brand awareness.

The rapid development of social media has encouraged organizations to utilize digital platforms as strategic marketing communication instruments. This study aims to identify: (1) how content marketing is implemented on the Instagram account @jakartainternationalvelodrome, (2) the level of brand awareness of Jakarta International Velodrome, and (3) the influence of content marketing on brand awareness of Jakarta International Velodrome. This study employed a quantitative approach using a survey method. A total of 125 respondents were v selected from active followers of the Instagram account @jakartainternationalvelodrome. The content marketing variable was measured using the Content Marketing Matrix consisting of four indicators: educate, entertain, inspire, and convince. The brand awareness variable was measured through four indicators: unaware of brand, brand Recognition, brand recall, and top of mind. Data analysis was conducted using simple linear regression with SPSS. The results indicate that content marketing on the Instagram account @jakartainternationalvelodrome falls into the very high category with a mean score of 4.30–4.33. Brand awareness of Jakarta International Velodrome also falls into the very high category with a mean score of 4.20–4.45. The regression test results for each dimension of the Content Marketing Matrix also show that educate (ß=1.354), entertain (ß=1.389), inspire (ß=1.338), and convince (ß=1.229) each have a positive and highly significant effect on brand awareness (p=0.01). Among the four dimensions, entertain is the dimension that has the greatest influence on building brand awareness.