Analysis of Social Media Marketing (SMMas) Strategy in Increasing Brand Awareness and Consumer Purchase Intentions

Abstract

Digital marketing is one of the marketing activity that is currently changing. Social Media Marketing (SMM) is a form of digital marketing favored by marketers, one of which is a marketer from college X. Transformation carried out by marketers solely did not just go with the flow but as a result of the emergence of the Covid-19 Pandemic in 2019. Through the mixed methods research method, the researcher aims to analyze changes in marketing activities from tertiary institution X in increasing brand awareness which aims to encourage consumer buying intentions. Sampling was carried out in two stages: conducting interviews with purposive sampling (marketers and university students X) and distributing questionnaires to students. The study results showed that college marketeer X initially did Business to Business (B2B) marketing and then changed to SMMas (Instagram and Facebook social media). SMMas are also combined with several marketing programs such as student get student, flexible teaching and learning activities, cheap payment schemes, and word changes in the content presented. This change in marketing activity has increased the number of new students from college X by 100% in the odd semester and 20% in the even semester.