Membangun Brand Awareness melalui Content Marketing dalam Implementasi Customer Path Tour Agent PT Doctor Trip Indonesia

Abstract

Content marketing strategy is implemented to build brand awareness in the process of customer path in tour agent. This research aims to examine the effect of brand awareness through content marketing in the implementation of the 5A's customer path for a tour agent at Doctor Trip Indonesia. Doctor Trip Indonesia is a company that has been established for 3 years. This quantitative research is conducted using a survey involving 190 respondents. The research population are the consumers who have made a minimum of one purchase. Accidental sampling is used in this research with purposive sampling technique. The research data are collected from March to April 2024, and processed using the Partial-Least Square Structural Equation Model (SEM-PLS). The results indicate that brand awareness through content marketing has a positive and significant effect on the 5A's customer path. It is expected that the results of this research to be used as reference for managers in determining strategies to improve the effectiveness of content marketing in terms of building brand awareness to achieve the final level of the 5A's customer path.