Strategi Digital Marketing untuk Meningkatkan Kesadaran Merek dan Niat Beli Pelanggan di Bonassa Collection, Kabupaten Gresik
Abstract
BonaSSa Collection is a business unit based in the city of Surabaya and has a branch in GresikRegency. This business operates in the fashion sector, especially Muslim clothing, with a targetmarket of children to adults, both women and men. The main problem with the BonaSSa CollectionGresik Regency branch is low brand awareness and low customer purchase intention from the targetmarket. The research methodology uses qualitative research. This research aims to help increasebrand awareness and purchasing intentions of their potential customers. Data collection was carriedout using an interview system with respondents who were business owners and employees at theGresik Regency branch. Based on these results, respondents' brand awareness is low, as is customerpurchase intention. It was found that the digital media recommended for use by respondents weresocial media Instagram, Facebook, Tiktok, WhatsApp, Shopee, search engines and websites. Based onthese results, BonaSSa Collection is able to optimize Search Engine Optimization (SEO) which issupported by a website optimizer and attractive content marketing, create and optimize the use ofsocial media and Shopee.Keywords: Digital Marketing; Social Media Marketing; Brand Awareness; Customer PurchaseIntention.
References
Adisty, T., Nugroho, R. H., Pembangunan, U., Veteran, N. ", Timur, J., & Surabaya, K.
(2023). Strategi Optimalisasi Digital Marketing Sebagai Media Pemasaran Pada Bisnis
Bakery Digital Marketing Optimization Strategy As A Marketing Media In Bakery
Business. Jurnal Pengabdian Masyarakat, 2(1), 97–111.
https://doi.org/10.30640/abdimas45.v2i1.1319
APJII. (2020). Laporan Survei Internet APJII 2019 - 2020 [Q2].
Bhandari R. S., & Bansal, A. (2018). Impact of Search Engine Optimization as a Marketing
Tool. Jindal Journal of Business Research. 24-36.
Campbell, C., Cohen, J., & Ma, J. (2014). A new Typology for Evolving Forms of Online
"advertising". Journal of Advertising Research. 7-10.
Chaffey, D. & Chadwick, F. E. (2016). Digital Marketing Strategy, Implementation and
Practice. Pearson Education Limited. United Kingdom.
Chaffey, D. (2021). Introducing The RACE Framework: a practical framework to improve
your digital marketing. https://www.smartinsights.com/digitalmarketing-strategy/race-apractical-framework-to-improve-yourdigital-marketing/. Diakses 30 oktober 2023.
Cizmeci, F. & Ercan, T. (2015). The Effect of Digital Marketing Communication Tools in
Megaron.
D. B. Academy. (2021). Social Media Marketing 2021-22. Digital Business Academy.
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media
Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus
Akun TikTok Javafoodie). Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(1), 65–71.
https://doi.org/10.31294/khi.v12i1.10132
Di, M., Pekayon, K., Bekasi, J., Mareta, S., Rahastine, P., & Wulandari, Y. F. (2020).
Penggunaan Media Sosial Sebagai Strategi Komunikasi Pemasaran. Journal Komunikasi,
(2). https://doi.org/10.31294/jkom
Elfo. (2020). Digital Marketing di Era Pandemi. https://www.elfo.com/newsroom/digitalmarketing-di-era-pandemi/. Diakses 30 oktober 2023.
Holliman, G. & Rowley, J. (2014). Business to business digital content marketing: marketers’
perceptions of best practice. Journal of Research in Interactive Marketing.
Kim, A. J. & Ko, E. (2012). Impacts of Luxury Fashion Brand’s Social Media Marketing on
Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing.
-171.
Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online
Marketing. Kogan Page Limited. Great Britain and the United States.
Kotler, P., & Arsmstrong, G. (2018). Principles of Marketing. Pearson Education Limited.
United Kingdom.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education Limited.
England.
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand
Loyalty: Evidence from Indonesia’s Banking Industry. International Review of
Management and Marketing. 8(1): 13-18.
LinkedIn. (2020). What is LinkedIn and How Can I Use It.
https://www.linkedin.com/help/linkedin/answer/111666/apa-itulinkedin-dan-bagaimanacara-menggunakannya-?lang=en. Diakses 30 Oktober 2023.
Romaniuk, W., & Faulkner, M. (2017). Brand awareness : revisiting an old metric for a new
world. Journal of Product & Brand Management. 469-476.
Shabbir, M., Khan, A., & Khan, S. (2017). Brand Loyalty Brand Image and Brand Equity :
The Mediating Role of Brand Awareness. International Journal of Innovation and
Applied Studies. 416-423.
Shahid, Z. h. T., & Fareeh, A. (2017). The Impact of Brand Awareness on The Consumer's
Purchase Intention. Journal of Marketing and Consumer Research.
Switala, M., Reformat, K., Reformat, B., & Gamrot, W. (2018). The Influence of Brand
Awareness and Brand Image on Brand Equity - an Empirical Study of Logistic Service
Provider. Journal of Economics and Management. 96-119.
Full Text: PDF
Refbacks
- There are currently no refbacks.