Analysis of the Influence of Digital Educational Content and Content Marketing Strategies on Brand Awareness of IQOS Products in Medan City

Abstract

This study aims to analyze the influence of digital educational content and content marketing strategies on brand awareness of IQOS products in Medan City. With the rapid development of digital technology and changing consumer consumption patterns, alternative tobacco companies like IQOS need to adopt effective digital marketing strategies. This research uses a quantitative approach with a survey method on 150 respondents in Medan City aged 21-45 years. Data was collected through structured questionnaires and analyzed using multiple regression analysis. The results show that digital educational content has a significant positive effect on IQOS brand awareness (β = 0.542, p < 0.05), as well as content marketing strategies which show a significant positive effect (β = 0.387, p < 0.05). Simultaneously, the two independent variables can explain 68.4% of the variance in IQOS brand awareness. These findings imply that the right combination of digital educational content and content marketing strategies can increase consumer awareness of alternative tobacco products in the Medan market.