Insight Data-Based Short Video Content Strategy on Consumer Brand Awareness of MSME Baked Cookies Products Pawon Maknyak
Strategi Konten Video Pendek Berbasis Data Insight terhadap Brand awareness Konsumen Produk UMKM Kue Kering Pawon Maknyak
DOI:
https://doi.org/10.21070/ups.12397Keywords:
Brand Awareness, data insight, digital marketing, MSMEs, short-form videoAbstract
This study aims to examine the effect of a data insight-based short-form video content strategy on consumer brand awareness of Pawon Maknyak Dry Cake UMKM Products. A quantitative approach with an experimental method was employed, involving 120 respondents who were randomly divided into four groups of 30 respondents based on four promotional video variations: storytelling, soft selling, hard selling, and emotional hook and close-up. Brand awareness was measured using four dimensions, namely unaware of brand, brand recognition, brand recall, and top of mind, using a five-point Likert scale. The data were analyzed through validity and reliability tests, descriptive statistics, the Shapiro-Wilk normality test, Levene’s homogeneity test, One-Way ANOVA, and simple linear regression. The results showed that the data insight-based short-form video content strategy had a positive and significant effect on brand awareness, with the regression equation Y = 49.871 + 1.668X, an R value of 0.435, and an R² value of 0.189. However, the One-Way ANOVA result (F = 1.456; p = 0.230) indicated no statistically significant difference in brand awareness among the four video formats. Descriptively, storytelling achieved the highest average brand awareness score. These findings indicate that data insight-based short-form video content can support UMKM in developing more measurable, adaptive, and audience-oriented digital marketing strategies.
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