The Impact of Digital Marketing Strategies On the Brand Awareness of a Yoga Studio

In Indonesia, yoga has gained popularity, especially post-COVID-19, and has become part of the Ministry of Health's Healthy Indonesia Program (Kemenkes, 2018). This growing interest has led to an increase in yoga studios across both major cities and smaller towns. As of 2025, there are 1,212 yoga studios in Indonesia, representing a 5.59% increase from 2023. Rumah Yoga, a studio located in Cianjur, West Java, was established in 2017 to provide the community with access to yoga. However, it continues to face challenges in building brand awareness due to limited public understanding and minimal digital marketing efforts. This study aims to analyze the factors influencing the brand awareness of Rumah Yoga. A quantitative approach was employed, using a questionnaire distributed to 200 residents of Cianjur. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. The results indicate that social media marketing (β = 0.345, T = 5.323, p < 0.05), content marketing (β = 0.299, T = 4.386, p < 0.05), and influencer marketing (β = 0.350, T = 5.407, p < 0.05) each have a significant and positive impact on brand awareness. Based on these findings, it is recommended that Rumah Yoga enhance its digital presence through short-form content on platforms such as Instagram and TikTok. Recommended content includes promotional videos, yoga education, service overviews, and customer testimonials, supported by Instagram Ads and highlights. Collaborating with influencers is also essential to reach wider audiences through authentic and engaging content. Future research is encouraged to examine additional factors such as brand trust and customer experience, as well as the relationship between brand awareness and purchase decisions, to provide a more comprehensive understanding of digital marketing effectiveness in the wellness industry.