BUILDING BRAND AWARENESS THROUGH CONTENT MARKETING IN THE IMPLEMENTATION OF CUSTOMER PATH 5A ON TOUR AGENT PT DOCTOR TRIP INDONESIA

Stifani Emerta Perangin-angin; Endang Sulistya Rini; Erman Munir

doi:10.54443/ijebas.v4i3.1645

BUILDING BRAND AWARENESS THROUGH CONTENT MARKETING IN THE IMPLEMENTATION OF CUSTOMER PATH 5A ON TOUR AGENT PT DOCTOR TRIP INDONESIA

Stifani Emerta Perangin-angin

Endang Sulistya Rini

Erman Munir

Competition in the tour agent business is increasing in the digital era, especially to increase sales figures. The use of content marketing strategies is carried out to build brand awareness in the customer path process. This research aims to test the influence of brand awareness through content marketing in implementing customer path 5A at the Doctor Trip Indonesia tour agent. Doctor Trip Indonesia is a company that has only been established for 3 years. This research uses quantitative methods by conducting a survey of 190 respondents. The population in this research are consumers who have made a purchase at least once. This research uses accidental sampling with purposive sampling technique. Data collection was carried out from March to April 2024, and processed using the Structural Equation Model Partial-Least Square (SEM-PLS). The research results show that brand awareness through content marketing has a positive and significant effect on customer path 5A. It is hoped that the results of this research can be a reference for managers in determining strategies to increase the effectiveness of content marketing in building brand awareness until it reaches the final level of customer path 5A.

Keywords: Brand Awareness, Content Marketing, Customer Path 5A, Tour Agent

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Bhat, R. M. (2022). CULTURAL HERITAGE OF EARLY KASHMIR-A STUDY. International Journal of Educational Review, Law And Social Sciences (IJERLAS), 2(4), 571-576.

Bhat, R. M. (2019). Ghadar Movement: Har Dayal and His Ideological Formulations. Think India Journal, 22(14), 2353-2363.

Bhat, R. M. (2022). Legacy of Buddhism in Kashmir. Journal of Psychology and Political Science (JPPS) ISSN 2799-1024, 2(03), 23-30.

Bhat, R. M. (2018). Shawl Industry in Kashmir from 1846-1907 with Special Reference to the Dogra Rule. In Source: Proceedings of the South Indian History Congress (Vol. 38, pp. 554-557).

Bhat, R. M. (2023). DR. BHIM RAO AMBEDKAR’S ADVOCACY OF WOMEN RIGHTS. MORFAI JOURNAL, 2(4), 730-736.

Bhat, R. M. (2023). THE GHADAR MOVEMENT: IGNITING THE FLAME OF FREEDOM IN INDIA. International Journal of Educational Review, Law And Social Sciences (IJERLAS), 3(4), 1123-1131.

Bhat, R. M., Rajan, P., & Gamage, L. (2023). Redressing Historical Bias: Exploring the Path to an Accurate Representation of the Past. Journal of Social Science, 4(3), 698-705.

Bhat, R. M. (2022). Queen Yasovati: A Descriptive Study on her Leadership in the Kingdom of Kashmir. Journal of Psychology and Political Science (JPPS) ISSN 2799-1024, 2(05), 11-17.

Bhat, R. M., & Rajeshwari, R. (2022, December). DIASPORIC CULTURE AND INTERNATIONAL RELATIONS-A HISTORICAL STUDY. In International Conference on Health Science, Green Economics, Educational Review and Technology (Vol. 4, pp. 41-46).

Bhat, R. M. (2022). Historical Review of Indian Constitution. TRADITIONAL JOURNAL OF LAW AND SOCIAL SCIENCES, 1(02), 100-110.

Bhat, R. M., Silllalee, A., & Kandasamy, L. S. (2023). Concepts and Contexts: The Interplay of Philosophy and History in Understanding Human Society. East Asian Journal of Multidisciplinary Research, 2(6), 2581-2590.