ANALISIS PENGARUH DIGITAL MARKETING TERHADAP PENINGKATAN KESADARAN MASYARAKAT TERHADAP PRODUK BLUE ECONOMY DI WILAYAH PESISIR SUMATERA UTARA
Main Article Content
Indra Welly Arifin
Hastuti Handayani Harahap
Frederick Rudy Sentosa Rajagukguk
This study aims to analyze the influence of Digital Marketing on Public Awareness and the development of Blue Economy Products. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The results indicate that Digital Marketing has a significant direct effect on public awareness (T = 22.284; P = 0.000) and on Blue Economy products (T = 9.004; P = 0.000). However, public awareness does not directly affect Blue Economy products significantly (T = 0.105; P = 0.917). Nevertheless, there is a significant indirect effect of Digital Marketing on Blue Economy products through public awareness (T = 3.098; P = 0.002). These findings highlight the importance of integrated and educational digital marketing strategies in enhancing community engagement and advancing the development of the blue economy sector.
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