ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERTAHANKAN BRAND AWARENESS PADA DOTATO DONAT KAMPUNG (Studi Kasus pada Instagram Dotato)

Jihan Hanifah Sony; Cecep Safa’atul Barkah

doi:10.34127/jrlab.v13i3.1199

Authors

Jihan Hanifah Sony Universitas Padjadjaran
Cecep Safa’atul Barkah Universitas Padjadjaran

DOI:

https://doi.org/10.34127/jrlab.v13i3.1199

Keywords:

Social Media Marketing, Brand Awareness, Marketing, MSME

Abstract

Dotato Donat Kampung, a prominent MSME in the culinary sector, has effectively built substantial brand awareness among students in Jatinangor. However, it faces challenges in sustaining this awareness. This research aims to analyze the social media marketing strategies employed by Dotato Donat Kampung to maintain its brand presence. Utilizing a qualitative approach with a descriptive method, the research involved detailed interviews with both the owners. The effectiveness of the social media marketing strategies was evaluated using the TOWS method. The findings indicate that Dotato Donat Kampung's social media marketing is fairly successful in boosting brand awareness and product sales, although there are certain Instagram features that have not been fully utilized. The analysis highlights the need to optimize the use of Instagram ads and broadcast channels to sustain brand awareness and broaden audience reach.

References

Bergström, T., & Bäckman, L. (2013). Marketing and PR in Social Media: How the utilization of Instagram builds and maintains customer relationships. Media and Communication, 56

Dennis, D. (2014). Successfully Social: A Non-Profit’s Guide to Modern Social Media Marketing. Senior Honours Thesis, 1–32

Gunelius, S. (2011). 30-Minute Social media marketing. New York: McGraw Hill. Herman, J. (2014). How to use Instagram to improve your marketing.

Hird, C. (2013). Social media marketing: A best practices analysis of selected destination magazines

Kurniawati, W. D. N. (2017). Pemanfaatan Instagram Oleh Komunitas Wisata Grobogan Dalam Mempromosikan Potensi Pariwisata Daerah. Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, 8(5), 127. https://doi.org/10.23917/komuniti.v8i5.2943

Linaschke, J. (2011). Getting the most from Instagram. Berkeley: Peachpit Press.

Maravic, A. (2013). Through the photo-chromic lens of the beholder: The development of the simple holiday photography to a marketing product. Modul Vienna.

Nasrullah, R. (2015). Media Sosial Perspektif Komunikasi, Budaya, dan Sosioteknologi.Bandung: Simbiosa Rekatama Media

Rangkuti, F. (2015). Personal SWOT analysis. Gramedia Pustaka Utama.

Riyanto, A. D. (2023, April 18). Hootsuite (We are Social): Indonesian Digital Report 2023

Sope, A. S. (2023). Analisis Strategi Pemasaran Terhadap Peningkatan Penjualan. JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi, 1(2), 87-100.

Swasta DH Basu. 2018. Manajemen Penjualan. Yogyakarta: Penerbit BPFE Zimmerman,J.,&Ng,D.(2017).SocialMediaMarketingAllInOne.InJohnWiley&Sons,Inc(4thEditio).JohnWiley&Sons,Inc.