Objectives: Nowadays all companies utilize the development of information and communication technology to increase interaction with consumers because consumers can obtain information quickly through digital media. Therefore, all companies are competing to create marketing content and utilize all digital media to create online advertisements to help their brand can be recognized by consumers. So, this research aims to analyze the impact of content marketing and online advertising on brand awareness for halal skincare product brands in Indonesia.

Methodology: This research uses descriptive causality research and three variables, namely content marketing, and online advertising, and brand awareness. The data in the research was collected using questionnaires with 385 respondents and processed using Partial Least Square (PLS). The hypothesis testing using the F-test and coefficient of determination.

Finding: It found a positive impact of content marketing and online advertising on brand awareness, both partially and simultaneously. Furthermore, content marketing and online advertising have an impact of 91.20% on brand awareness.

Conclusion: According to the findings content marketing and online advertising can increase brand awareness both particularly and simultaneously. 

Aaker, D. A. (1991). Managing brand equity: Capitalizing on The Value of a Brand Name (Simon & Schuster, Eds.). The Free Press. Managing brand equity: Capitalizing on The Value of a Brand Name

Abiyyuansyah, F., Kusumawati, A., & Irawan, A. (2019). ANALISIS IMPLEMENTASI STRATEGI CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT (Studi pada Strategi Content Marketing Amstirdam Coffee Malang). Jurnal Administrasi Bisnis (JAB)|Vol, 73(1). https://www.jawapos.com/jpg-

Ahmad, N. S., Musa, R., & Harun, M. H. M. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health. Procedia Economics and Finance, 37, 331–336. https://doi.org/10.1016/s2212-5671(16)30133-2

Aleksandar, G., & Milovanov, O. (2016). CONTENT MARKETING: CREATING, MAINTAINING AND ENHANCING BRAND EQUITY. 19th EBES CONFERENCE - ISTANBUL PROCEEDINGS CD, 1063–1075. https://www.researchgate.net/publication/315860079

American Marketing Association. (2017). Definitions of Marketing. American Marketing Association. https://www.ama.org/the-definition-of-marketing-what-is-marketing/

Andrea, A. S. (2021). PENGARUH ELECTRONIC WORD OF MOUTH (EWOM), CELEBRITY ENDORSER, DAN ONLINE ADVERTISING TERHADAP BRAND AWARENESS. JURNAL MANAJEMEN BISNIS DAN KEWIRAUSAHAAN, 5(5), 464–469.

Aprilia, L., Candraningrum, A., & Pandrianto, N. (2019). Strategi Content Marketing Untuk Membangun Brand Awareness (Studi Kasus Video Aftermovie Djakarta Warehouse Project) Strategi Content Marketing Untuk Membangun Brand Awareness (Studi Kasus Video Aftermovie Djakarta Warehouse Project). Prologia, 3(1), 177–181.

Arafaina, Y., & Amri, A. (2018). Pengaruh iklan online Zalora Indonesia terhadap kesadaran merek pada masyarakat Kota Banda Aceh. Jurnal Ilmiah Mahasiswa FISIP Unsyiah, 3(2), 233. www.jim.unsyiah.ac.id/FISIP

BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Chan, A. (2017). The Analysis of Content Marketing in Online Fashion Shops in Indonesia. Review of Integrative Business and Economics Research, 6(2), 225. https://www.researchgate.net/publication/344379043

Domazet, I. S., Đokić, I., & Milovanov, O. (2017). The Influence of advertising media on brand awareness. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13. https://doi.org/10.7595/management.fon.2017.0022

Estrada-Jiménez, J., Parra-Arnau, J., Rodríguez-Hoyos, A., & Forné, J. (2019). On the regulation of personal data distribution in online advertising platforms. Engineering Applications of Artificial Intelligence, 82, 13–29. https://doi.org/10.1016/j.engappai.2019.03.013

Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning Strategy) (Q. Media, Ed.; 1st ed.). Penerbit Qiara Media.

Gümüş, N. (2017). THE EFFECTS OF SOCIAL MEDIA CONTENT MARKETING ACTIVITIES OF FIRMS ON CONSUMERS’ BRAND FOLLOWING BEHAVIOR. Academic Research International, 8(1). www.savap.org.pk

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014

Hollensen, S., Kotler, P., & Opresnik, M. O. (2017). Social Media Marketing: a practitioner guide (First). Opresnik Management Consulting.

Kaar, D. (2016). How to Map Your Content to Unpredictable Customer Journeys. Meltwater. http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf

Kedra, A. el. (2021). THE IMPACT OF DIGITAL CONTENT MARKETING ON BRAND AWARENESS THROUGH SOCIAL MEDIA AND CUSTOMER ENGAGEMENT: A CASE STUDY OF STARBUCKS IN ISTANBUL MASTER THESIS. https://scholar.googleusercontent.com/scholar?q=cache:zh7_8HRH2lMJ:scholar.google.com/+THE+IMPACT+OF+DIGITAL+CONTENT+MARKETING+O…1/114Thisisthehtmlversionofthefilehttp://91.239.204.115/bitstream/11547/7383/1/10381492.pdf.

Kemp, S. (2021, February 1). DIGITAL 2021: INDONESIA. Dateportal. https://datareportal.com/reports/digital-2021-indonesia

Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: Curating content into strategy. Corporate Communications, 20(3), 326–343. https://doi.org/10.1108/CCIJ-07-2014-0046

Kotler, P., & Keller, K. L. (2016). A FRAMEWORK FOR MARKETING MANAGEMENT Sixth Edition Global Edition (Six). Pearson.

Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY. Jurnal Manajemen Indonesia, 19(2), 107. https://doi.org/10.25124/jmi.v19i2.2234

Maulani, L. S., & Sanawiri, B. (2019). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS SERTA DAMPAKNYA PADA PURCHASE DECISION (Survei Online pada Followers Aktif Instagram dan Facebook Vauza Tamma Hijab). Jurnal Administrasi Bisnis (JAB)|Vol, 72(2), 148–156. https://digitalreport.wearesocial.com

Mccoy, S., Everard, A., Polak, P., & Galletta, D. F. (2007). THE EFFECTS OF ONLINE ADVERTISING. COMMUNICATIONS OF THE ACM, 50(3), 84.

Muda, I., Dilham, A., & Sofiyah, R. (2018). The Internet Marketing Effect on the Customer Loyalty Level with Brand Awareness as Intervening Variables. Article in International Journal of Civil Engineering and Technology, 9(9), 681–695. http://www.iaeme.com/IJCIET/index.asp681http://www.iaeme.com/ijciet/issues.asp?JType=IJCIET&VType=9&IType=9http://www.iaeme.com/IJCIET/issues.asp?JType=IJCIET&VType=9&IType=9

Müller, J., & Christandl, F. (2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46–55. https://doi.org/10.1016/j.chb.2019.02.006

Okolo, Victor O, Okafor, J. N., Chinedum, O., & Chinedum, N. (2018). INFLUENCE OF ONLINE ADVERTISING ON CONSUMER BRAND AWARENESS AND PATRONAGE OF FINANCIAL INSTITUTIONS IN ENUGU: A STUDY OF UNITED BANK FOR AFRICA (UBA). Global Scientific Journal, 6(8), 452–456. www.globalscientificjournal.comwww.globalscientificjournal.com

Rajalakshmi, C., & Purusothaman, U. (2017). Types of Online Advertisements and Online Buyers. Management Global Review, 28–35.

Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6 Buku 1. Salemba Empat.

Sodikin, I. (2020). THE INFLUENCE OF ONLINE MEDIA ADVERTISING AND PRODUCT QUALITY ON HONDA MOBILIO BUYING INTEREST THROUGH BRAND AWARENESS (Survey in Region Three Cirebon). INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS, 3(2), 517–528. https://journal.uniku.ac.id/index.php/ijbe

Stahl, S. (2020). 2020 B2B Content Marketing: What the Successful Do [New Research]. Content Marketing Institute. https://contentmarketinginstitute.com/2019/10/success-differentiators-b2b-research/

Tritama, H. B., & Tarigan, R. E. (2016). THE EFFECT OF SOCIAL MEDIA TO THE BRAND AWARENESS OF A PRODUCT OF A COMPANY. International Journal of Communication & Information Technology (CommIT), 10(1), 9–14.

Wicaksono, M. P. A., & Seminari, N. K. (2016). Pengaruh iklan dan word of mouth terhadap brand awareness traveloka. E-Jurnal Manajemen Unud, 5(8), 5098–5127.

Yunita, D., Nazaruddin, A., & Nailis, W. (2019). Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention. Jurnal Manajemen Dan Kewirausahaan, 7(1), 36–48.