The Influence of Marketing Strategies and Content Marketing on Brand Awareness Among Gen Z Shopee Users
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Abstract
This study aims to analyze the influence of marketing strategy and content marketing on brand awareness among Generation Z Shopee users, both partially and simultaneously. This study employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to respondents selected using a purposive sampling technique. Based on the analyzed SPSS output, the total number of respondents was 104. Data were analyzed using multiple linear regression with the assistance of SPSS version 26, including validity testing, reliability testing, classical assumption tests, t-tests, an F-test, and the coefficient of determination. The results showed that variable X1 had a positive regression coefficient of 0.579, with a t-value of 6.529 and a significance level of less than 0.001. Meanwhile, content marketing had a positive regression coefficient of 0.330, with a t-value of 4.206 and a significance level of less than 0.001. The F-test produced a value of 193.363 with a significance level of less than 0.001, indicating that both independent variables simultaneously had a statistically significant effect on brand awareness within the research model. The coefficient of determination (R²) was 0.793, indicating that the model explained 79.3% of the variation in brand awareness, while the remaining 20.7% was associated with factors outside the model. Therefore, the findings indicate that both variables tested had positive and statistically significant effects on brand awareness based on the statistical model employed.
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