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Content marketing and social media marketing as predictors of OZ Radio Bali brand awareness

Author

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  • Ni Kadek Dwi Sri Rahayu

    (Bali State Polytechnic)

  • Nyoman Indah Kusuma Dewi

    (Bali State Polytechnic)

  • Ni Putu Maha Lina

    (Bali State Polytechnic)

Abstract

This inquiry provides an empirical assessment regarding how content marketing and social media marketing predict the brand awareness of OZ Radio Bali, particularly as contemporary youth audiences increasingly pivot toward digital alternatives. Operating within a quantitative cross-sectional explanatory survey design, this study focused on a population consisting of active TikTok followers of OZ Radio Bali. Utilizing Cochran's formulation alongside a convenience sampling approach, a total of 96 respondents were selected. Primary data gathered through validated online instruments using a Likert-scale design were subsequently evaluated via multiple linear regression analyses implemented within the SPSS environment. The derived statistical metrics reveal that, on a partial basis, content marketing (t = 9.303; p

Suggested Citation

  • Ni Kadek Dwi Sri Rahayu & Nyoman Indah Kusuma Dewi & Ni Putu Maha Lina, 2026. "Content marketing and social media marketing as predictors of OZ Radio Bali brand awareness," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(7), pages 451-464, July.
    • Handle: RePEc:prv:pssjpv:1963
    DOI: 10.55942/pssj.v6i7.1963
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