Increase Brand Awareness Research Articles

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

MSMEs are the most important pillars of the Indonesian economy, contributing for 61.07% of GDP or $8,573.89 trillion rupiah. The MSME in the food processing industry is one of the most developed MSMEs. The presence of dairy products produced by these MSMEs benefits the food processing industry. The demand for dairy products in Indonesia has surged by more than 10% each year over the last ten years. Ganesha Sora is one of the MSMEs engaged in the production of dairy products that according to the company’s data is now facing a decrease in sales. Meanwhile, based on preliminary research and problem exploration undertaken by the author reveal that Ganesha Sora continues to have low brand awareness. The purpose of this research is to increase Ganesha Sora brand awareness, identify major product attributes that influence customer purchase intentions, and to design suitable marketing strategies to increase the chances of sales. This study will include both quantitative and qualitative methods. For consumer analysis and hypothesis testing, the quantitative method is used. Data is gathered by distributing questionnaires to respondents who buy mozzarella cheese products in stores and online marketplaces. The output is then processed by SMART PLS. The qualitative method is utilized in preliminary research by interviewing 10 respondents and the business owner. According to the findings of this research, businesses can boost brand awareness by engaging in marketing activities such as sales promotion and advertising, which also have a beneficial impact on purchase intention. The following finding is about important product attributes that influence customer purchase intention, which include convenience, taste, and availability. From those findings, the author makes several recommendations based on internal and external analysis, along with a SWOT and TOWS analysis for Ganesha Sora to increase sales by entering and selling products to tourist attractions, offering testers or price discounts, and providing buy one get one e-vouchers on monthly occasions such as 11.11, 12.12, and so on. Ganesha Sora can conduct advertising activities such as creating an advertising video that highlights the product qualities and campaigns #BanggaDairyBuatanIndonesia to raise awareness. Ganesha Sora can launch a new product in a lighter weight variation and rent cold storage space in numerous potential places to deliver the attributes that consumers value.

Формування конкурентних переваг як фундаменту міцної конкурентоспроможності підприємств

The purpose of the article is to provide a definition for the «sustainable competitive advantage», outline the different types of advantages and highlight the factors that should be considered when forming such a definition. It is identified that a sustainable competitive advantage is something that a company does better than its competitors for a long period. An advantage can be a company asset, a value, quality, or a characteristic that others find difficult to reproduce. As a result, the advantage factor allows the company to stand out in the market and rise above competitors. Presence of this competition factor helps the company increase sales, increase brand awareness, or make a bigger profit compared to other similar businesses. Several factors affecting an organization’s sustained advantage are allocated, including resource factor, variable cost structure, distribution network, customer service, and intellectual property. The formation of competitive advantages in building a market strategy for the development of a company consists in understanding and successful manipulation with external and internal factors of influence, subject to limited resources and unlimited opportunities. Resources can be combined and developed into abilities, which in turn creates key competencies. Opportunities is a firm’s ability to turn resources into competitive products and processes. They are difficult to document as procedures, and therefore difficult to copy. Intangible resources, as a rule, are the main source of unique strategic opportunities. In turn, capabilities are a more likely source of unique core competencies that create sustainable competitive advantages. The essence of the strategy is to choose actions that differ from competitors – a company can outperform competitors only if it can establish a difference that it will be able to maintain.

АСПЕКТИ ФОРМУВАННЯ КОМПЛЕКСУ МАРКЕТИНГУ НА ПІДПРИЄМСТВАХ СФЕРИ ГОСТИННОСТІ В СУЧАСНИХ УМОВАХ

The article examines the traditional and modern understanding of the concept of marketing. The proposed author's interpretation of marketing in hospitality industry establishments based on the proposed modern features of marketing formation in hospitality enterprises, including: guest orientation, relationship building, value creation and communication. Marketing has been identified as one of the critical factors for the success of the hospitality industry as the industry is highly competitive and marketing strategies play a key role in attracting and retaining guests. The main components of the marketing complex for establishments in the hospitality industry have been studied. Practically analyzed components of the marketing mix: product (service), price, promotion, place, people, process and physical evidence. Hospitality products and services can be defined as any offering that an establishment provides to its guests, including accommodation, food and beverage, entertainment and other amenities. Pricing strategies in the hospitality industry involve pricing products and services that are competitive, profitable and attractive to guests. In the hospitality industry, effective promotion can help increase brand awareness, attract new guests and retain existing guests. By understanding the strengths and weaknesses of different channels and optimizing their distribution strategy, establishments can effectively attract large numbers of guests and ensure long-term growth and profitability. The "human" component of marketing in the hospitality industry is critical in providing exceptional quality guest service. The "process" component of marketing in the hospitality industry is characterized by the implementation of operational and service processes related to providing guests with hospitality products and services. The physical evidence of the hospitality industry covers everything from the design and layout of the hotel or restaurant to the decor and furnishings. It is substantiated that the successful application of the components of the marketing complex in the institutions of the hospitality industry is vital for creating a successful marketing strategy, solving problems and using opportunities.

Community management tools on social networks in the context of the groundswell

This academic paper examines the role of social network management tools in the context of the bottom-up effect and analyses their capabilities. The tools facilitate efficient collection, analysis and visualization of community communication data and are critical for social network crisis situations. In conjunction with technological advances, artificial intelligence has also been integrated into the above platforms. The paper equally identifies specific social media management platforms that help to increase brand awareness, enhance purchase intent and are essential for effective user communication management. The research methodology combines qualitative and quantitative approaches, through the analysis of data sources from scholarly databases. The findings substantiate the importance of social media management tools for organizations and their necessity in the research field. The discussion explores the broader impact of social networks on community management and highlights the role of social network management platforms. The conclusion confirms that social network management tools are key to community management and present opportunities in a variety of areas.

A STUDY ON INFLUENCERS ENDORSEMENT IN SOCIAL MEDIA MARKETING

The rise social media has opened a new channel for brands to connect with consumer more directly. Social media brand influencers are on the rise, becoming one of the biggest marketing and public relation trends nowadays. Now influencers focus on working with companies whose products non-celebrity individual use in their daily lives. Influencer marketing based on traditional media has been used in public relations for many years, the rise of social media influencer marketing has successfully changed the way that brand interact with consumers. The main purpose of this study is to analyse the Influencers Endorsement in social media marketing. The Influencer's product is clearly endorsed by people (respondents) who might buy it. Social Media Marketing with influencers has a huge impact on brand awareness and sales because it allows businesses to make their products more visible and it helps them to increase brand awareness. Hence, if the lifestyle product is influenced by an influencer, the young audience will choose it more than other products. When an influencer endorses a product, respondents are more likely to purchase it. It is clear from this research that they will lose followers if they falsely promote the product, while others believe they will influence others to buy that product after they have tried it.

Pengemasan Iklan Makro Influencer Scarlett Whitening di TikTok untuk Membangun Brand Awareness

Nowadays, product marketing is now turning to digital media with the development of technology. TikTok is an application that is currently being used by Indonesian Indonesian brands to market their products (Kantar, 2020). One local brand that uses TikTok as its product marketing is Scarlett Whitening. Working with influencers to package ads with six elements, according to (Rossiter and Percy in Bloom and Boone, 2006) to increase brand awareness on TikTok. Based on this background, researchers are interested in conducting research with a focus on how to package Scarlett Whitening macro influencer advertisements on TikTok to build brand awareness. Research with the qualitative descriptive method using constructivist paradigm. The results of this study are the elements of heard words (scented and brightening), Seen words (Glutathione and Niacinamide), picture (products that are always displayed), Movement (movements using products that are always displayed). However, it was found in this study that the elements of music and color are only supporting elements in introducing products from Scarlett Whitening which remain in the endorsement, but because they do not have a characteristic color or musical jingle so they are not effective in introducing the product. Of the four elements of effective advertising packaging, this advertising packaging is at the brand awareness level in the brand recall stage. Because advertising packaging made by macro influencers is Scarlett Whitening's strategy in reminding consumers of their products.

반찬전문매장 공간표현에서의 브랜드이미지 적용 특성 연구

Side dish stores are concentrating their marketing capabilities to increase brand awareness and are using it as a strategy to lock-in customers through differentiation from other stores by strengthening brand images such as product image, store image, and marketing image. Among them, the strategy using the space design of the side dish store is that can directly link the brand image. Therefore, the purpose of this paper is to establish the correlation between brand selection attributes and space design expression elements through the case analysis of design of side dish stores, and to analyze the characteristics and types as brand image elements. The criterion for case analysis was conducted through image analysis of brand image elements - interior design elements, and the targets were the store spaces of domestic franchise side dish stores. As a result of the study, it was concluded that the systematic and active reflection of the brand image in space design expression strengthened the brand image. By item, the facade, finish materials/colors, and objects were identified as the elements that best represent the brand image in spatial expression. According to the comparison between cases, in the case of brand side dish stores, brand design expression applicability was higher than a certain level, and as a result of attempting to categorize by a selection attribute for each case, 1 brand pursued economic feasibility, 2 brands pursued convenience, and 3 brands pursued aesthetics. This shows that continuous feedback from customers acts as a factor in setting and reinforcing the brand image during brand strategy planning and management, and shows the need to develop a more unique branding in the space design of side dish store, rather than a standardized and high-end design.

Customer intention berkunjung ke Cafe & Resto: peran social media marketing

The research aims to investigate the effect of social media marketing on the intention to visit Cafe & Resto, and to analyze the role of brand awareness as mediation. The research was conducted at random Cafe & Resto in Malang City, data was collected using a questionnaire by utilizing social media. Hypothesis testing using Path Analysis. The results of the study show that the use of social media marketing is able to encourage customer intention to visit Cafe & Resto, besides that social media marketing also increases customer/consumer brand awareness of Cafe & Resto, and increased brand awareness provides benefits to increased customer intention. Brand awareness acts as a mediator for the influence of social media marketing on customer intention. The research has theoretical and practical implications and is discussed further in this article.

Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product

Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand.

Strategy to Increase Brand Awareness Through Public Relations Activities with PENCILS Analysis Method

No less rife with the cosmetic products number outside, skin care products in Indonesia lately have many fans ranging from all ages women and men. This means that the awareness level of the Indonesian people towards skin care is starting to increase, due to healthy and beautiful skin could increase the wearer confidence. This is the EDVI Beauty Glow Skincare focal point with the main goal of improving Indonesian skin problems. In this case study, researchers analyze how the EDVI public relations strategy in building products brand awareness using the PENCILS analysis method (Publications, Events, News, Community Involvement, Inform or Image, Lobbying and Negotiation, and Social Responsibility). This study uses a qualitative descriptive method with a narrative approach. Data collection techniques by interviews means, observation, and documentation. Interviews were conducted with the main informants, namely the EDVI owner, the Public Relations Division Head and two customers. The results show that EDVI implements the strategy of the PENCILS analysis method and what media is used. Strategies in the product form and company publicity, implementing program events, creating news, building good relations with the community, brand image, lobbying and negotiating skills, and corporate social responsibility to the community are PENCILS strategy forms that have proven successful in EDVI's efforts to build brand awareness.

The Effect of Social Media Marketing Effort on Customer Response Through Brand Equity in Starbucks Store

This study aims to analyze the effect of Social Media Marketing Efforts on Customer Response, the Effect of Social Media Marketing Efforts on Brand Equity, the Effect of Brand Equity on Customer Response, and the Effect of Social Media Marketing Efforts on Customer Response through Brand Equity in Starbucks Store. Furthermore, this study also aims to analyze the most effective policies that can be implemented by Starbucks management in an effort to implement Social Media Marketing Efforts and increase the level of Brand Equity products and Customer Response at the Starbucks Store. This research was conducted in three Starbucks District 33 Medan store (Hermes, Focal Point and Manhattan). The number of samples of this study amounted to 185 people. The analytical method in this study uses the Structured Equation Model (SEM) with the Smart PLS 3.0 Program. The results of this study found that Social Media Marketing Efforts had a positive and significant effect on Customer Response, Social Media Marketing Efforts had a positive and significant effect on Brand Equity, Brand Equity had a positive and significant effect on Customer Response, and Brand Equity was able to mediate the influence of Social Media Marketing Efforts towards Customer Response. Starbucks management can apply strategies such as: increased brand awareness, import reputation, increased relationship, brand development, and increased purchase intention.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

Increasing PyonPyon’s Instagram Traffic through Livestreams

PyonPyon is a start-up company in Jakarta that runs on the healthy-beverage industry. During the author’s final assessment internship, PyonPyon was having trouble on getting traffic or even public exposure on their main social media account, Instagram. The author then identified PyonPyon’s problem as low traffic and public exposure on their main social media marketing. Therefore, a solution was implemented by putting PyonPyon on an endorsement through live streamers and posting unique Instagram post. Supporting the solution, the author needs to know the level of brand awareness and consumer’s buying behavior. Thus, a survey was created to 36 respondents from across Indonesia. From the questionnaire, result showed that PyonPyon’s brand awareness is currently at the lowest stage, which is “unaware of brand”. After the survey and implementing the solution, result showed that by putting PyonPyon on live streamers that has decent live views, it can raise the Instagram traffic of PyonPyon. The author decided that endorsement in live streams is a good way to gain traffic and to gain public exposure, also increases PyonPyon brand awareness, since the target market, or the live viewers can check out PyonPyon’s Instagram and product at the same time while it is shown on the show. The author created a strategy by applying theories such as measuring levels of brand awareness from Aaker (1991), methods to increase brand awareness from Liando and Setyawati (2014), social media marketing from Hayes (2021), and advertising from Yakup (2011).

How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions

AbstractMarketers have long used celebrity endorsement to help viewers build strong brand‐product associations. Celebrity endorsements increase brand awareness and recall, but how celebrity endorsements shape the decision process remains unclear. A wealth of research indicates that people tend to follow someone else's gaze, yet its effects in advertisements have been largely unexplored. We recruited 77 participants to investigate the effect of celebrities and gaze‐cueing in advertisements on both gaze behavior and binary choices. We combined computational modeling with eye‐tracking and pupillometry to identify which internal components of processing are affected by celebrity endorsement. We found that gaze‐cueing and celebrity endorsement influence gaze allocation and option selection. Further, results from computational modeling, eye‐tracking, and pupillometry revealed that the effect of celebrity endorsement on decisions can be explained as an offset in the starting point of an evidence accumulation process as well as changes in the rate of accumulation, thereby biasing choice.

THE ROLE OF SOCIAL MEDIA MARKETING, BRAND AWARENESS AND E-WOM TO INCREASE PURCHASE DECISION

Social capital plays an important role in the entrepreneurial process, research shows that social capital is strongly related to the creation of opportunities in several industries. Various platforms are used to build Brand Awareness online marketing tools are Social Media Marketing, and promotions carried out by customers by word of mouth (E-WOM), these two promotional techniques have an effect on improving a brand, thus making customers decide to make a purchase. Besides E-WOM, Brand Awareness is also the most important symbol in electronic word of mouth. In a sense, which states that if the existence of a brand is getting stronger, it will affect the subconscious of consumers, so that the wider the influence given to consumers frequently, the greater the influence for consumers to contemplate and discuss about the brand. Apart from that, there is an impact from the role of Social Media Marketing, which participates in upholding the brand to market the products sold. the use of social media provides an opportunity for companies to increase Brand Awareness of the brand, it is influenced by the use of social media which can increase the value of attractiveness, engage in communication between consumers, and increase consumer intimacy with the brand. This article aims to discuss the role of Social Media Marketing, Brand Awareness, and E-Wom in influencing consumer purchasing decisions.

STRATEGI KOMUNIKASI PEMASARAN DIGITAL BERBASIS INFLUENCER PADA INSTAGRAM CLEO OXYGEN DALAM UPAYA MENINGKATKAN BRAND AWARENESS

The development of information technology can be accessed anytime and anywhere only by connecting to the internet. With a very large number of internet users, Indonesia is a potential market share for online shop business people. Digital media channels are online communication techniques used to achieve the goals of brand awareness, familiarity, enjoyment, and to influence buying interest by encouraging digital media users to visit the website. Cleo Oxygen chooses Instagram as a marketing communication channel and influencers as a means of promoting a product. The focus of the problem in this research is how influencer-based digital marketing communication strategies on Instagram Cleo Oxygen are in an effort to increase brand awareness. The researcher uses a qualitative method with a descriptive approach, for the theory used in this study is the theory of Viral Marketing Strategy according to Chaffey in his book. The results of the study show that the influencer-based digital marketing strategy on Cleo Oxygen's Instagram has an impact on (brand awerness) public trust in Cleo Oxygen products, and is evidenced by the large number of impressions and likes in a post where the influencer is able to influence his followers to participate. consume this Cleo Oxygen product. The positive responses in the comments column of the post show that the Cleo Oxygen product has been accepted by the public on the internet.

The Influence of Marketing Communication and Social Media Marketing on Increasing Brand Awareness to Create an Intention to Buy at University X in Surabaya

This study aims to examine the effect of marketing communication and social media marketing on increasing brand awareness to increase intention to buy at an University. This study uses quantitative methods using SmartPLS for data processing. The number of respondents in this study were 155 people who were selected by purposive sampling method. The requirements are prospective students who have registered and know marketing communication information at university X. The results show that in marketing communication, events and publicity do not have a significant effect on brand awareness while advertising, sales promotion, personal selling and direct marketing have a significant effect on brand awareness. Meanwhile, brand awareness has a significant effect on intention to buy.

The Use of Tiktok in Increasing Brand Awareness (Case Study on Mie Gacoan Followers in Medan)

The rapid development of internet technology, anyone can use it, anywhere and anytime without knowing boundaries. The development of the internet can also trigger emergence of various new social media, such as TikTok. TikTok itself is a social media platform that focuses on being a forum for video creator content communities, where each user can share their experiences and information through videos of a certain duration. In this study, the marketing mix theory and Uses and Gratification theory are used, which with these two theories will solve the problem of using TikTok in increasing brand awareness. The research method used is qualitative research, data obtained by interview and observation. From the results of research that has been researched, the TikTok Mie Gacoan account really utilizes the use of the TikTok application well and also in the application of marketing communications with the promotional mix is quite efficient and also effective for increasing brand awareness of the Mie Gacoan brand itself.