Creating Brand Awareness Research Articles

LITERATURE REVIEW: SIARAN LANGSUNG TIKTOK TERHADAP KESADARAN MEREK, KEPERCAYAAN MEREK, DAN KEPUTUSAN PEMBELIAN

This research examines the influence of TikTok live streaming in the context of marketing and consumer behavior. It aims to provide deeper insights into how TikTok live streaming affects consumer behavior, including enhancing brand awareness, strengthening brand trust, and influencing purchase decisions. The method used in this research is qualitative research with a literature review approach. The results of the study indicate the importance of TikTok live streaming in the context of marketing and consumer behavior. Marketing strategies utilizing live streaming need to be tailored to the characteristics of the target market and the desired objectives. Creating brand awareness and generating engaging content on social media can enhance consumer trust and drive purchase decisions.Kata kunci: Interaktivitas, Kepercayaan merek, Keputusan pembelian, Kesadaran merek, Siaran Langsung TikTok

A Comprehensive Study on Promotional Activities by Creamline Dairy Products Limited with Special Reference to Jersey Brand

This research aims to provide a detailed analysis of the promotional activities undertaken by Creamline Dairy Products Limited, with a specific focus on their brand "Jersey." Promotional activities play a pivotal role in creating brand awareness, influencing consumer preferences, and driving sales. This study seeks to explore the strategies employed by Creamline Dairy Products Limited in promoting their Jersey brand and the effectiveness of these promotional initiatives. Using a mixed-methods approach, this research combines qualitative insights obtained through interviews and focus group discussions with quantitative surveys to comprehensively analyze Creamline's promotional activities. The qualitative aspect aims to uncover nuanced perspectives on the effectiveness of promotional strategies, while the quantitative analysis focuses on measuring the impact of these activities on brand awareness and consumer engagement. The study delves into various promotional channels utilized by Creamline Dairy Products Limited, including advertising campaigns, social media promotions, events, and collaborations. It aims to identify the factors that contribute to the success of these promotional activities, assess customer perceptions, and evaluate the overall effectiveness of the promotional strategies employed for the Jersey brand. The findings of this research are anticipated to provide valuable insights for marketing professionals, brand managers, and decision-makers within Creamline Dairy Products Limited. Understanding the strengths and areas for improvement in promotional activities can assist in refining strategies, optimizing resource allocation, and enhancing the market position of the Jersey brand. This study contributes to the broader understanding of promotional practices in the dairy industry and serves as a foundation for further research and strategic decision-making in the realm of brand promotion.

Pemanfaatan Data Transaksi Untuk Mewujudkan Kepuasan Pelanggan, Brand Awareness Dan Loyalitas Pelanggan

Business development and growth is the ultimate target of establishing a company. Apart from being sales data, transaction data can also be a company asset that can be used for operational management and marketing strategies. For operational purposes, transaction data that reflects customer capabilities and conditions can be used for inventory management purposes by predicting the need for raw materials to guarantee the availability of products or services within a certain period of time according to customer needs. Companies can also develop products according to customer needs and minimize unnecessary expenses resulting from excessive procurement of raw materials. For marketing purposes, transaction data can be a reference for determining demographic customer characteristics. Customer characteristics can be used as a tool to determine current customer segments and how to provide maximum service to customers. The overall condition of customers will be valuable information for companies in carrying out marketing strategies. This research will explain how to utilize sales transaction data during a certain period using qualitative methods to achieve customer satisfaction through good raw material inventory management and appropriate product and service development, creating brand awareness (customer awareness of the brand) through digital marketing (digital marketing) and customer loyalty through customer relationship management strategies in the Exist Autodetailing Yogyakarta vehicle body maintenance business.

E-Advertorial Design using the Addie Model as a Marketing and Health Promotion Strategy

Teaching factory Nutrition Care Center (NCC) is a nutrition service center for the wider community in health consultations, but so far patients only come from internal campuses. NCC has experienced a decline in the number of visits every months. The decrease in the number of visits to NCC may be caused by many things, and one of them caused by the marketing strategy. NCC needs to introduce its products by using effective messages such as e-advertorials. E-advertorials are more effective in creating brand awareness than other advertisements. The aim of this research is to design an EAdvertorial as a marketing and health promotion strategy to introduce NCC service products to the general public and increase patient visits. The research method uses a qualitative approach with descriptive qualitative research type. The design study was research and development. Data collected by questionnaire, interview, and literature study. The development of E-Advertorial uses ADDIE model. The results of the validation assessment score is 90.8%, which means this media is suitable for publication. The feasibility test assessment score is 80%, which means the E-Advertorial media is very good. E-advertorials can be used as a eligible promotional medium that is interesting, informative and easily accessible.

Implementation of Digital Marketing Strategy in Increasing Company Competitiveness

In the current technological era, there are many impacts and innovations that can provide more effective solutions in various fields. Especially with digital marketing as an alternative solution. Nowadays, digital marketing can be a way to overcome problems such as lack of funds and promotional limitations that are often faced by business actors, including companies both small and large scale. This alternative solution is found with the current existence of social media such as Twitter, Instagram, Websites and Facebook to create brand awareness, loyalty, sales and engagement. This research is to determine the use of marketing strategies of several businesses that have gone online and their implications for the competitive advantage of these businesses. The method used in this research uses quantitative methods with causality analysis with a population of more than 21,000,000 consumers using non-probability sampling techniques with a total of 100 respondents. The coefficient of determination was calculated at 78 percent. This shows that social media and digital marketing strategies have an influence of 78 percent on competitive advantage. The remaining 22 percent is explained by characteristics not examined in this study, such as capital, resource supply, and management professionalism. This research has discussed the potential of social media as a promotional tool which can be a solution for companies or business people in marketing their products. The potential for social media is quite large from the various promotional methods offered by utilizing social media. Apart from that, looking at the advantages such as budget and wide reach, this is the right solution to overcome the lack of budget and low promotional space currently experienced by business people.

FACTORS INFLUENCING BRAND AWARNESS AND BRAND IMAGE ON SOCIAL MEDIA PLATFORM

The many facets of what influences the growth of brand awareness and brand image on social media platforms are examined in this study. Social media has emerged as a crucial platform for customer engagement and brand promotion in today's digital world. For marketers looking to build and maintain a strong online presence, it is imperative that they comprehend the intricacies of brand perception in this setting. Based on an extensive analysis of existing literature and practical investigations, this abstract identifies the primary determinants of brand recognition and image on social media. Elements such as brand attributes, pricing strategy, EWOM & Promotional activities creates Brand Awareness & Being Reliable in proving products and services , brands reputation result into Brand Image on social Media. Key words: Brand Awareness, Brand Image, Social Media Platforms, Target Audience, Online Presence

Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County

Global competition has called for companies to be more innovative in the way they position their brand to achieve a competitive edge. Therefore, companies have adopted more non-traditional ways to showcase their products each more audiences as possible, one of the innovative ways of marketing that have gained more attraction among corporate marketers is corporate sponsorship. Marketers have found corporate sponsorship to be more effective in creating brand awareness and re-shaping brand attitudes amongst prospective customers. The purpose of the current study was to investigate the relationship between corporate sponsorship and brand equity among beverage companies in Nairobi County. The specific objectives of the study were to establish the relationship between education sponsorship and brand equity amongst beverage companies in Nairobi City County. The study involved 237 public relations and marketing managers in 10 beverage companies sponsoring different education. Sampling for the study was conducted through a stratified random sampling technique. Data for the study was collected using questionnaires that were administered physically as well as online. Collected data was analyzed through descriptive and inferential analysis. Descriptive statistics included: mean, frequency, percentage, and standard deviation. Inferential analysis on the other hand included correlation as well as regression analysis. Education sponsorship and Brand Equity revealed a β= 0.254, t= 2.566, and a p-value of 0.012. The study concluded that education sponsorship had a positive and significant relationship with brand equity. Public relations managers and marketing managers need to identify needy and also bright students in society who are enrolled in schools by giving them scholarships to boost their corporate image.

ЗНАЧЕНИЕ КЛЮЧЕВЫХ ПОКАЗАТЕЛЕЙ ДЛЯ МАРКЕТИНГОВОЙ ПРОГРАММЫ ПРЕДПРИЯТИЯ

The article discusses the use of key performance indicators that allow measuring re-sults and adjusting a company's strategy. The indicators influence the marketing policy of an enterprise, providing companies with the opportunity to effectively attract the target audience and instantly respond to market changes. The table shows the assessment of the attractiveness of advertising for users and its impact on the optimization of ads and budgets, the cost of attracting one user through advertising, audi-ence reach and optimization of targeting settings to increase visibility. The digital marketing tool allows you to assess how fully the site is represented in search engines and determine the effectiveness of using key queries that affect positions in search results. Key performance indicators determine marketing costs, provide an assessment of the long-term value of the client and the growth of the client base and the success of marketing activities. The return on investment indicator measures the effectiveness of content marketing in achieving business goals and the effectiveness of investments in social networks to create brand awareness and conversions. The need for an integrated use of the studied indicators to optimize marketing strategies, capitalize and scaling a business is summarized.

Green Hospitality Implementation Strategy In Creating Brand Awareness In Ubud Green Resort

This research is to determine and apply green hospitality to brand awareness in Ubud green resort. This type of research is using a qualitative approach. The reason is first, this approach is descriptive, Second, this approach is able to familiarize relationships with research target subjects, Third, this approach is able to provide opportunities to find real conditions in the field. The data collection methods in this study were observation, interviews, and documentation. Data analysis in this study was conducted using interactive models from Huberman, and Saldana (2014), which apply four (4) steps in analyzing data such as data collection, data condensation, data presentation, and data verification. The implementation of green hospitality at Ubud Green Resort includes seven aspects, including: (1) Land use, (2) Energy efficiency, (3) Water conservation, (4) Use of building materials, (5) Indoor air quality, (6) Environmental management, (7) Operational management. Ubud Green Resort has implemented green hospitality successfully but there are several indicators that need to be addressed in the future. By implementing green hospitality, Ubud Green Resort can shape consumer awareness and trust in their brand. This advantage is an effective strategy to create brand awareness that can attract tourists and increase the company's competitiveness amid the rapid movement of the accommodation industry

Voluntary Corporate Disclosures and Tangible Brand Elements in Financial Advertisements for Consumer Buy-in: A Study on Malaysian Unit Trusts

This study aims to explore the appeal of voluntary corporate disclosures in advertisements for unit trust schemes (UTS). Purposive sampling was used to recruit 25 Malaysian working adults aged between 20 to 70 years old as respondents. In-depth interviews were conducted via Zoom for an average duration of 60 to 90 minutes. Interviews were audio recorded and transcribed for thematic analysis. Findings showed that tangible brand components, namely logo, color schemes, typeface, and names which appear in financial advertisements, create brand awareness through key themes such as easy recognition, credibility, association, confidence, and familiarity. Financial advertisements in the media are important to create brand recognition, recall and familiarity. Brand awareness and attitude are vital in advertising financial products for eventual buy-in, especially among consumers. Brands should be recognized, remembered, and viewed positively in any type of unit trust advertising. The major deciding factor for brand awareness, attitude and purchasing decision is corporate voluntary disclosure. Financial products are pre-conceived as risky and require careful examination of trustworthy corporate tangible brand elements contained in an advertisement. Negative internal motivation among potential investors requires more reliable corporate information, including celebrity endorsements and fees charges. In fact, positive motivation for trust can be enhanced when celebrities and testimonials are involved, whereas fees charged is not crucial. This study intends to provide policy makers insights into persuading consumers to buy-in and invest in unit trust via appropriate corporate advertising strategies to target audience for effective advertising. Keywords: Trust, motivation, voluntary corporate disclosure, advertising, unit trusts.

Nexus between Digital Marketing and Consumer Intention: Mediating role of Brand Awareness

The main aim of this study is to investigate the mediating role of brand awareness in the nexus between digital marketing and consumer intention in the Pakistani digital market. For this purpose, data is collected from university students actively involved in online shopping along with marketing managers of large online companies. A thorough literature review regarding the previous research in the field of digital marketing is presented, along with theories supporting the study's hypothesis. An empirical investigation is conducted by adopting the questionnaires from previous studies. These questionnaires are sent to 400 respondents, and 345 are received back, of which 300 are complete and fit for data analysis. The tests used for quantitative data analysis include reliability analysis, correlation, and regression. Cronbach's alpha values of all constructs are above the acceptable level of 0.7, which confirms that these questionnaires are dependable in measuring the variables. Correlation analysis proves that digital marketing and brand awareness positively and significantly correlate with consumer intentions. Likewise, regression analysis suggests that brand awareness partially mediates the relationship between digital marketing and consumer intention. Finally, some practical implications for marketing managers and large and small companies are presented. It is suggested that digital marketers of these companies must focus on creating brand awareness, which enhances the consumer's intention to use the online platform of these companies. It is recommended that future research should incorporate other variables in this nexus to check if they can also enhance the association between digital marketing and consumer intentions.

Strategies to Improve Brand Awareness through Digital Marketing on Instagram to Boost Sales of Tikacollectionid Fashion Products

Purpose: The development of information technology today is encouraging various significant changes in human life, including in the world of business and business.
 Design/methodology/approach: Used a qualitative research method with a descriptive approach. Qualitative research is intended to understand phenomena related to what is experienced by research subjects, such as behavior, perceptions, motivations, and actions in a holistic manner.
 Findings: Buying and selling transactions that used to be conventional with physical stores and a face to face system have now changed to digital or online based with a screen to face system. More and more businesses are providing products and services online without having to have a physical shop like conventional businesses in general. An online-based shop, also known as an online shop, is a business where consumers can buy products or services through an internet-based application or platform, without having to come to the shop and transact directly with the seller. However, online product and service transactions, especially online shops on social media (not via marketplace platforms) require the establishment of mutual trust between buyers and sellers. This condition is a challenge for online shops to be able to create a good brand image in order to gain the trust of consumers, thereby creating brand awareness. Therefore, in an effort to increase product sales, brand awareness is needed from consumers, so that business people can respond to market needs according to current developments and continue to survive in the midst of increasingly competitive business competition.
 Paper type: Research Paper

Exploring the key marketing elements that shape brand awareness in service-oriented sector

Marketers employ various factors to create brand awareness. Small businesses in service industry encounter challenges in attracting consumers and adapting to market competition, contributing to the factors leading to their struggles. The purpose of the paper is to elaborate on the relationship between social media marketing, advertising, price, and product towards brand awareness. A quantitative method was used and research data was obtained via questionnaires. Purposive sampling method was applied and a total of 125 sample sizes of restaurant consumers in Perak were collected. The study findings indicated a significant and positive influence of all the variables predicting brand awareness.

A two-phase confirmatory factor analysis and structural equation modelling for customer-based brand equity framework in the smartphone industry

The emergence of smartphones has brought a transformative change in the smartphone industry in terms of technological innovations and business decision-making dynamics. Smartphones have appeared in the market as the standard configuration and currently represent the fastest-growing market segment in the telecommunications industry. It is considered a highly involved product that is relevant and important to the buyer due to its daily use and multiple functionalities. With this growth in smartphone use, the market has been more competitive with the emergence of new brands leading to a wide range of brand selection opportunities for customers. Therefore, there is a need for smartphone companies to understand customers’ brand equity before implementing strategic decision-making to promote their brands. This paper introduces a conceptual framework based on the theoretical framework of Keller and Aakar’s Customer-Based Brand Equity (CBBE) models. This conceptual framework consists of nine constructs organised into three layers: marketing programs, brand equity dimensions, and brand equity. The framework has been validated using a quantitative survey of Nepalese smartphone users in two phases. In the first phase, Exploratory Factor Analysis (EFA) has been performed to measure the reliability of the constructs and the Factor Loading (FL) of the scales under each construct of the proposed framework. In the second phase, the survey questionnaire has been revised based on the analytical results of the first phase, and the full-phase survey has been conducted. The full-scale survey data has been analysed using Confirmatory Factor Analysis (CFA). Hence, the relationship between the constructs has been measured using Structural Equation Modelling (SEM) for the proposed framework. This proposed framework has focused on different strategic decision-making constraints of smartphone marketing, which decision-makers can utilise to develop market policies and other business decisions. The results have indicated that the Product Features (PF) have an important role in creating positive Perceived Quality (PQ) if the promotion has been made to create Brand Awareness (BA). Positive PQ helps in enhancing Brand Image (BI). Marketers need to focus on creating positive Brand Preference (BP), as BI is not sufficient in creating Brand Loyalty (BL) and Brand Repurchase (BR).

PERAN INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS UNTUK MENINGKATKAN KINERJA PEMASARAN

The objective of this research is to identify the roles of Instagram in social media marketing, in creating brand awareness, and in improving marketing performance at Peminpin.id, a social startup. Operating in Jakarta, the startup operates in leadership ecosystem. The data of this descriptive qualitative research was harvested through interviews, observations, and documentation and was validated using triangulation. Through data reduction, data presentation, and conclusion drawing, this study finds that Instagram that is used as social media marketing can create brand awareness to enhance the marketing performance of the startup. Furthermore, the enterprise needs strategies and consistencies in order to gain maximum outcome and to avoid failures in running their programs.

STRATEGI KOMUNIKASI PEMASARAN PRODUK UMKM BASRENG ENDUL DALAM MENCIPTAKAN BRAND AWARNESS

The product marketing communication strategy to create Brand Awareness in UMKM (Micro, Small, Medium Enterprises) is formed from the growth of consumer interest in the snacks being sold, flavor variants in food products, as well as the potential for developing UMKM in facing increasingly fierce market competition. Of course, this cannot be separated from the marketing communications strategy that must be carried out to overcome competition. This research aims to determine the marketing communication strategy for Basreng Endul UMKM products in creating Brand Awareness. This type of research is qualitative descriptive research, by collecting data through interviews, observations and literature studies which aim to analyze and explain descriptively, namely describing to explain an object and phenomenon which will be expressed in writing and sentences. Based on the results of research conducted in the field, it can be concluded that the marketing communication strategy carried out by UMKM for Endul basreng products is to carry out points in the marketing communication mix with a focus on direct marketing through social media (Direct Marketing), word of mouth promotion. mouth or go directly into the field to offer or recommend products to consumers (Personal Selling), create attractive promotional pamphlets to introduce products (Advertising). Visual communication and recommendations are factors that influence the creation of brand awareness. This strategy is used in marketing Basreng Endul UMKM products in creating Brand Awareness.

DIGITAL MARKETING : KEGIATAN PEMASARAN ATAU PROMOSI BRAND PRODUK MELALUI INTERNET ATAU MEDIA SOSIAL

The development of the current era produces increasingly sophisticated facilities with the support of information technology, which can be used as a medium in developing customer satisfaction-oriented business ventures. Technology can not be denied has brought many changes in the dynamics of business competition today. Starting from the birth of new competitors, new product innovations, to the presence of various new business models. One form of technology integration is in marketing practices using digital marketing strategies. This form of digital marketing will be an alternative for small and medium enterprises (SMEs) with a limited promotional budget. The use of social media such as Facebook, Twitter, Instagram, and websites are alternatives that can be used to create brand awareness, engagement, sales and even loyalty. The integration of application-based digital marketing strategies in a business requires analysis of internal and external factors to determine the most effective digital marketing strategy. appropriate. This strategy is essentially a form of marketing that emphasizes brand communication to increase customer satisfaction. Theoretically, application-based digital marketing strategies can not only affect brand satisfaction, but can also lead to increased brand trust and brand loyalty.

How Trust, Brand Awareness and Digital Marketing Enhance Higher Education Marketing

The purpose of this academic paper is to examine the roles of trust, brand awareness, and digitalization in marketing higher education institutions. In today's digital age, universities and colleges are increasingly relying on digital marketing strategies to attract potential students. The paper highlights the importance of building trust and creating brand awareness among students in the higher education sector, and how digitalization plays a critical role in achieving these objectives. The literature review indicates that trust and brand awareness are crucial factors in the decision-making process of students when choosing a higher education institution. Establishing trust is important to attract new students and retain current ones. Institutions with a strong reputation and brand awareness are more likely to attract students who are looking for a high-quality education. Additionally, the paper discusses how digitalization has changed the way higher education institutions market themselves. With the rise of social media and online platforms, universities and colleges are now able to reach a wider audience and engage with students on a more personal level. The paper also provides empirical evidence from various studies conducted on the role of trust, brand awareness, and digitalization in higher education marketing. Findings show that students who perceive high levels of trust in an institution are more likely to enroll and recommend it to others. In addition, students who have high levels of brand awareness of an institution are more likely to have a positive perception of it and consider enrolling. Furthermore, digital marketing activities have been found to be effective in attracting potential students, as they provide an accessible and convenient way for students to learn about institutions and their offerings. Overall, this paper emphasizes the importance of trust and brand awareness in higher education marketing and the role that digitalization plays in achieving these objectives. The findings of this paper can be used to guide institutions in developing effective marketing strategies that focus on building trust, creating brand awareness, and leveraging digitalization to reach a wider audience of potential students.

The Impact of the Marketing Mix on the Healthcare for Boosting Sales

This article discusses the Marketing mix that is product, price, place and promotion and how it is effecting healthcare industry, Marketing mix is a strategy, this concept traces back to 1960, when marketing professor E. Jerome McCarthy first published it in a book entitled Basic Marketing: A Managerial Approach, with the help of this marketing plan using the 4 Ps ( Product, Price, Place and Promotion ), companies started to well in marketing and selling their products, not only in local but also across states and countries, that’s how powerful the Marketing mix is. And now it is made more interesting, and an additional three elements that help us meet the challenges of marketing services, People, Process and Physical Evidence (Booms &Bitner, 1982), so in total now marketing mix has 7 Ps ( Product, Price, Place, Promotion, People, Process, Physical Evidence, which are driving the plans made out for marketing and selling this days. So the article will be showing how 7 Ps will helped and are still helping the health care sector which is indeed a unorganized sector, At its core, a marketing mix is focused companies to sell healthcare products before selling it will help in promoting a product or service to generate revenue for a company. It integrates key marketing strategies that will create brand awareness, build customers to trust companies and in the end customers end up buying the products or Services

Uses and Gratification Theory in TikTok as Social Media Marketing Platform: Seen from Market Player View

This study aimed to understand the relationship between social media users and content using the use and gratification theories. It is also written to apprehend one of many communication theories, which includes mass communication theory and uses and gratification theory. This theory studies the reasons why people use social media platforms to create brand awareness and why they choose a particular platform to promote their brand awareness. The research methodology used in this study was descriptive qualitative. The author took samples from TikTok users who use social media to create brand awareness using the use and gratification theories. The research used two types of accumulation data technique (ADT), which are online desk research by interview and online desk research. TikTok was the mass media used for this research. The results show why TikTok is chosen as the best mass medium for creating brand awareness based on the uses and gratification theory. In conclusion, TikTok meets the qualifications for social media marketing to create brand awareness based on the uses and gratification theory.