Content Marketing as a Strategic Driver of Brand Awareness: Evidence from Datum Kopi

Abstract

The competitive growth of coffee shops in Tasikmalaya has made brand awareness increasingly important, particularly for Datum Kopi, whose customer base remains dominated by existing customers and whose digital visibility is still limited. This study aimed to examine the effect of content marketing on brand awareness at Datum Kopi. A quantitative cross-sectional survey was conducted using purposive sampling. Data were collected through a five-point Likert-scale questionnaire from 386 prospective consumers who knew Datum Kopi and had encountered its marketing content. After data screening, 17 outliers were removed, resulting in 369 valid responses. Descriptive statistics and simple linear regression were analyzed using IBM SPSS Statistics 26. The results showed that content marketing had a positive and significant effect on brand awareness (B = 1.431; β = 0.781; t = 23.924; p < 0.001). The coefficient of determination indicated that content marketing explained 60.9% of the variance in brand awareness, while 39.1% was explained by factors outside the model. These findings confirm that clear, credible, relevant, and persuasive content can strengthen consumers’ recognition, recall, consideration, and association of Datum Kopi. Therefore, effective content marketing is essential for expanding the brand’s reach and strengthening its competitive position.