The Unlocking Natra Bintan's Brand Image: The Power of SEO in Digital Marketing

Abstract

Brand image reflects a person's beliefs, ideas, and impressions of an entity. This includes impressions, impressions, and feelings that the public has towards certain companies, objects, individuals, or institutions. The primary objective of this research was to investigate the correlation between digital marketing strategies utilizing search engine optimization (SEO) and the brand image of Natra Bintan. This study employed a quantitative methodology with a causal associative approach. A total of 267 respondents were surveyed using a Likert scale, with the majority falling within the age range of 21 to 45 years old. The data was analyzed using Partial Least Square Structural Equation Modeling. The results of the study show that F counts with sig. 0,000 <0,05, then digital marketing through SEO variable has a significant influence on brand image. Next, R Square is 0.545. This means that digital marketing through SEO affects brand image by 54.5% .This study found that digital marketing through search engine optimization (SEO) is an important factor in increasing brand image Natra Bintan.