STRATEGY TO RAISE BRAND AWARENESS USING SOSIAL MEDIA TO THE MILENIALS
Abstract
Social media as a digital marketing channel is currently utilized as a promotional media for business people especially those who choose the millennial generation segment as their main target market. The growth in the number of social media users today is also seen as an opportunity to build brand awareness through social media. This research sets its objective to determine strategies in raising brand awareness with social media marketing on Instagram for the millennial generation. This research focuses on social media marketing that has been applied to the Il's Project brand which is one of the local footwear brands in the city of Denpasar. Using a qualitative approach, with a descriptive analysis of this study collecting data through interviews, observations and documentation which is further analyzed by SWOT analysis techniques comparing internal and external factors to determine the SWOT Matrix and IE Matrix for strategy determination. The results showed, Il's Project social media marketing was in quadrant 1 in the SWOT Matrix, and cell 5 in the IE Matrix. The right strategy is to support an aggressive strategy and growth strategy, namely, market penetration, increased sales and profits and increased marketing effectiveness on social media.
Downloads
References
Budiati, I., Susianto, Y., Adi, W. P., Ayuni, S., Reagan, H. A., Larasaty, P., Setiyawati, N., Pratiwi, A. I., & Saputri, V. G. (2018). Profil Generasi Milenial Indonesia. 1–153. www.freepik.com
Clesson, A., & Jonsson, A. (2017). The Confusion of Content Marketing. Dissertation, 1–73. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932
David, F. (2011). Strategic Management: Concepts and Cases. Pearson Education.
Ginting, K. B. (2018). Pengaruh Endorsement Selebriti Di Media Sosial Instagram Terhadap Brand Awareness Elzatta Bandung Tahun 2018. E-Proceeding of Applied Science, 4(3), 1053–1059. https://openlibrary.telkomuniversity.ac.id/pustaka/files/146624/jurnal_eproc/pengaruh-endorsment-selebriti-melalui-media-sosial-terhadap-brand-aware.pdf.
Harini, C., & Yulianeu, Y. (2018). Strategi penetrasi pasar UMKM Kota Semarang menghadapi era pasar global MEA. Jurnal Ekonomi Dan Bisnis, 21(2), 361–381. https://doi.org/10.24914/jeb.v21i2.1967
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41–49. https://www.researchgate.net/publication/228237594_Can_You_Measure_the_ROI_of_Your_Social_Media_Marketing
Kee, A. W. A., & Yazdanifard, R. (2015). The Review of Content Marketing as a New Trend in Marketing Practices. International Journal of Management, Accounting and Economics, 2(9), 1055–1064. www.ijmae.com
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving From Traditional to. Wiley.
Mallipeddi, R. (2020). A. F. for A. I. M. in S. N. : S. and S. of I. *., & Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87. https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153/2017/12/08_Lifestyle_Branding_Glucksman.pdf%0A%0A
Odhiambo, C. A. (2012). Social Media as a Tool of Marketing and Creating Brand Awareness. Business Economics and Tourism, 1–80. https://www.theseus.fi/bitstream/handle/10024/44591/Christine.A.Odhiambo.pdf?sequence=1
Oktaviani, F., & Rustandi, D. (2018). Implementasi Digital Marketing dalam Membangun Brand Awareness. PRofesi Humas : Jurnal Ilmiah Ilmu Hubungan Masyarakat, 3(1), 1. https://doi.org/10.24198/prh.v3i1.15878
Petrescu, M., Dobre, C., & Milovan-Ciuta, A. M. (2018). Social bonds and millennial consumers’ activity in social networks. International Journal of Internet Marketing and Advertising, 12(3), 290–304. https://doi.org/10.1504/IJIMA.2018.093411
Ranga, M., & Sharma, D. (2014). Influencer Marketing - A Marketing Tool in the Age of Social Media. Abhinav International Monthly Refereed Journal of Research in Management and Technology, 3(8), 1–8. Online ISSN 2320-0073
Rangkuti, F. (2017). Teknik Membedah Kasus Bisnis: Analisis SWOT. Kompas Gramedia.
Shojaee, S., & bin Azman, A. (2013). An evaluation of factors affecting brand awareness in the context of social media in Malaysia. Asian Social Science, 9(17), 72–78. https://doi.org/10.5539/ass.v9n17p72
Spillinger, A., & Parush, A. (2012). The impact of testimonials on purchase intentions in a mock e-commerce web site. Journal of Theoretical and Applied Electronic Commerce Research, 7(1), 51–63. https://doi.org/10.4067/S0718-18762012000100005
Yustiani, R., & Yunanto, R. (2017). Peran Marketplace Sebagai Alternatif Bisnis Di Era Teknologi Informasi. Komputa : Jurnal Ilmiah Komputer Dan Informatika, 6(2), 43–48. https://doi.org/10.34010/komputa.v6i2.2476
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional.
-
Articles published in Jurnal Bisnis Terapan are licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license, which permits anyone to copy, transform, or redistribute articles for any lawful purpose in any medium, provided appropriate credit is given to the original author(s) and Jurnal Bisnis Terapan is recognized as its original publisher. A link to this license should also be provided. Any derivative work of an article published in Jurnal Bisnis Terapan must also be shared under the same (or compatible) license.
-
Both copyright and publishing rights on articles are retained by the respective author(s), without restrictions. Only a non-exclusive license is granted to Jurnal Bisnis Terapan to publish the article and identify itself as its original publisher.