Driving Brand Awareness Through Instagram: Evaluating Marketing Communication and Content Strategies for ATVA Bags Bandung
DOI:
https://doi.org/10.59890/ijefbs.v4i5.43Keywords:
Brand Awareness, Content Marketing, Marketing Communication, Instagram.Abstract
In the digital era, social media serves as a pivotal platform for cultivating brand awareness; however, numerous local enterprises struggle to translate brand recognition into actual purchase conversions. ATVA BAGS Bandung, a local fashion brand, exemplifies this disparity: although its target market broadly recognizes the brand via Instagram, only a minor segment converts into active buyers. This pronounced gap between brand awareness and sales conversion signals underlying inefficiencies in marketing communication execution and content strategy. Accordingly, this study examines the impact of Marketing Communication and Content Marketing on Instagram Brand Awareness for ATVA BAGS Bandung. Employing a quantitative survey design, empirical data were gathered from 125 respondents derived via Slovin's formula. Analytical procedures executed in SPSS comprised validity and reliability testing, classical assumption checks, multiple linear regression, correlation analysis, and coefficient of determination estimation. The empirical findings reveal that, partially, Marketing Communication exerts a non-significant effect on Brand Awareness, whereas Content Marketing demonstrates a statistically significant positive effect. Jointly, Marketing Communication and Content Marketing exert a significant positive influence on Instagram Brand Awareness. These results yield practical implications for ATVA BAGS, emphasizing the necessity of elevating content quality and synthesizing communication channels to optimize social media awareness and sales conversions.
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