The Influence Of Content Marketing And Brand Awareness On New Student Registration Interest At The Keling Kumang Sekadau Institute
Abstract
This study aims to determine the influence of content marketing and brand awareness on the interest in new student registration at the Keling Kumang Institute. The research uses a quantitative method with the Structural Equation Modeling-Partial Least Square (SEM-PLS) approach. The research data was obtained through the distribution of questionnaires to respondents who met the characteristics of the study. Data analysis was carried out using the SmartPLS application with outer model and inner model testing. The results of the study show that content marketing and brand awareness have a positive and significant influence on the interest of new student registration. The outer loading value indicates that all indicators are declared valid because they are above the specified minimum limit. In addition, the results of the reliability test showed that Cronbach's Alpha and Composite Reliability values on all variables were above 0.70 so that they were declared reliable. The R-square value of 0.652 shows that the content marketing and brand awareness variables are able to explain the variable of student enrollment interest by 65.2%, while the rest is influenced by other variables outside the study. Thus, this study proves that a good content marketing strategy and high brand awareness can increase the interest of prospective students to register at the Keling Institute Kumang Sekadau.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
