PENGARUH CONTENT MARKETING DAN PERCEIVED VALUE TERHADAP CITRA PERUSAHAAN (STUDI KASUS: INSTAGRAM DI PT REDI)
DOI:
https://doi.org/10.51878/cendekia.v5i3.6179Keywords:
brand awareness, citra perusahaan, content marketing, perceived value, Structural Equation Modeling-Partial Least SquareAbstract
Corporate image can have an impact on the sustainability of a company's business. In today's increasingly competitive digital era, maintaining a company's image through social media is one of the challenges faced. PT. Regional Economic Development Institute is one of the research institutions that uses Instagram as a means of two-way communication with users through content marketing in increasing brand awareness and increasing the existence of the company's image. This study aims to determine the effect of content marketing and perceived value on REDI's corporate image mediated by brand awareness. This study uses quantitative data collection techniques by distributing online questionnaires based on a Likert scale filled out by REDI's Instagram followers. The data analysis method used in this study is Structural Equation Modeling (SEM) - Partial Least Square (PLS) to analyze the causal relationship between unmeasured variables. The results of the study show that content marketing and perceived value have a positive and significant direct effect on corporate image. Brand awareness can be a mediating variable in the perceived value variable in influencing corporate image positively and significantly.
ABSTRAK
Citra perusahaan mampu memberikan dampak pada kelangsungan bisnis suatu perusahaan. Pada era digital yang semakin ketat saat ini mempertahankan citra perusahaan melalui media sosial menjadi salah satu tantangan yang dihadapi. PT. Regional Economic Development Institute merupakan salah satu lembaga penelitian yang menggunakan instagram sebagai sarana komunikasi dua arah dengan pengguna melalui pemasaran konten dalam meningkatkan kesadaran merek dan meningkatkan eksistensi citra perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan perceived value terhadap citra perusahaan REDI yang dimediasi oleh brand awareness. Penelitian ini menggunakan teknik pengumpulan data kuantitatif dengan menyebarkan kuesioner online berbasis skala likert yang diisi oleh pengikut instagram REDI. Analisis data dilakukan menggunakan pendekatan Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji hubungan kausal antar konstruk laten. Hasil penelitian menunjukkan bahwa content marketing dan perceived value berpengaruh positif dan signifikan secara langsung terhadap citra perusahaan. Brand awareness mampu menjadi variabel mediasi pada variabel perceived value dalam memengaruhi citra perusahaan secara positif dan signifikan.
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