The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company.

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SOCIAL MEDIA MARKETING SEBAGAI SARANA PENGEMBANGAN KEWIRAUSAHAAN BERBASIS SOCIO-TECHNOPRENEURSHIP DI UNIVERSITAS ISLAM RIAU

Jurnal Riset Komunikasi ◽

10.38194/jurkom.v3i2.163 ◽

2020 ◽

Vol 3 (2) ◽

pp. 177-193

Author(s):

Benni Handayani ◽

Fatmawati Moekahar ◽

Yudi Daherman ◽

Mufti Hasan Alfani

Keyword(s):

Social Media ◽

Social Media Marketing ◽

Brand Awareness ◽

Brand Recall ◽

Brand Recognition

Bisnis kreatif dalam beberapa dekade terakhir mengalami perkembangan ditopang dengan kemutakhiran teknologi. Fenomena ini kemudian dikomodifikasi menggunakan pendekatan sosial. Model di atas dikenal dengan istilah Socio-technopreneurship. Penelitian ini membahas mengenai social media marketing sebagai media pemasaran dan media sosial dengan memanfaatkan teknologi dalam membangun brand awareness ke-5 jenis usaha diantaranya unaware of brand, brand recognition, brand recall, dan top of mind, mendukung selebgram, penelitian ini berpusat di business center kantin terapung Universitas Islam Riau yang mengakomodasi berbagai wirausaha muda baik mahasiswa maupun alumni dengan bentuk bisnis di bidang apapun baik barang maupun jasa. Penelitian ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data melalui observasi, wawancara, dan dokumentasi. Kesimpulan didapatkan bahwa kompetensi pengelolaan media sosial khususnya instagram yang digunakan oleh para informan untuk media bisnis cenderung masih konvensional, padahal trend terbaru dalam dunia bisnis online sudah semakin dinamis dan variatif. Pengembangan Socio-technopreneurship pada akhirnya menjadi sebuah metode yang signifikan sebagai upaya untuk meningkatkan kompetensi di atas.

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DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT

Jurnal Manajemen dan Kewirausahaan ◽

10.9744/jmk.23.2.94-103 ◽

2021 ◽

Vol 23 (2) ◽

pp. 94-103

Author(s):

Zakiya Umami ◽

Gede Sri Darma

Keyword(s):

Social Media ◽

Digital Technology ◽

Internet Technology ◽

Digital Marketing ◽

Brand Awareness ◽

Competitive Advantages ◽

Qualitative Descriptive ◽

Descriptive Approach ◽

Use Of Internet ◽

Depth Interviews

The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

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PERAN KOMUNITAS ONLINE ‘SUARA DISKO’ DALAM MEMBANGUN BRAND AWARENESS MUSIK TAHUN 80AN MELALUI INSTAGRAM THE ROLE OF ONLINE COMMUNITY ‘SUARA DISKO’ IN BUILD A BRAND AWARENESS THROUGH 80’S MUSIC INSTAGRAM

Jurnal Komunikasi ◽

10.21107/ilkom.v12i2.4518 ◽

2018 ◽

Vol 12 (2) ◽

pp. 171-184

Author(s):

Annisa Pramitasari ◽

Dini Salmiyah Fithrah Ali

Keyword(s):

Social Media ◽

Young People ◽

Case Studies ◽

Online Community ◽

Qualitative Method ◽

Brand Awareness ◽

Brand Recall ◽

Brand Recognition ◽

Four Levels

The development of the community is currently getting forward and more of young people who have an interest in a thing that is similar and they began to build a community. Suara Disko. is a community that has a purpose to popularize the 80s music. With the evolve of social media makes Suara Disko ha s a media as Instagram to introduce their communities online. The purpose of this research is to find out how the role of online communities ‘Suara Disko ‘ in built a Brand Awareness through 80s music Instagram. This research using the qualitative method with approach case studies with indicator consists of four levels of Brand Awareness by Durianto that are Brand Recognition, Brand Unaware, Brand Recall, and Top Of Mind. Results of the study mentioned that the role of the community Suara Disko in built a Brand Awareness is by establishing the identity, provide the education, interaction with the followers, and become catchy by followers when considering which popularized back 80s music. Then to achieve the purpose of Suara Disko to popularize 80s music, Suara Disko is using Instagram to deliver activities in the form of visual and message. Keywords – Brand Awareness, Community, Instagram, Role, Suara Disko

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Pengaruh Iklan Web Series SPace # "Kenapa Belum Nikah?" Terhadap Brand Awareness JD.ID

Profetik Jurnal Komunikasi ◽

10.14421/pjk.v12i1.1556 ◽

2019 ◽

Vol 12 (1) ◽

pp. 141

Author(s):

Yaasmiin Larasati Dewi

Keyword(s):

Random Sampling ◽

Simple Random Sampling ◽

Brand Awareness ◽

Probability Sampling ◽

Brand Recall ◽

Web Series ◽

Brand Recognition ◽

Series Space

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh iklan web series Space # “Kenapa Belum Nikah?” terhadap brand awareness JD.ID. Penelitian ini menggunakan variabel independent yaitu iklan web series, dengan dimensi multimedia, pictures, dan content. Dan variabel dependent yaitu brand awareness, dengan dimensi unaware of brand, brand recognition, brand recall, dan top of mind. Penelitian ini menggunakan metode kuantitatif, dengan teknik analisis data deksriptif, uji normalitas, uji regresi linier sederhana, koefisien determinasi, dan uji hipotesis. Teknik sampling yang digunakan dalam penelitian ini adalah Probability Sampling, yaitu Simple Random Sampling, dan menggunakan rumus unknown populations, dengan jumlah 100 responden. Hasil uji hipotesis menunjukan bahwa iklan web series Space # “Kenapa Belum Nikah?” memiliki pengaruh yang positif terhadap brand awareness JD.ID, hal tersebut dibuktikan dengan t hitung (6.168) > t tabel (1.290), dan hasil koefisien determinasi menunjukan bahwa iklan web series Space # “Kenapa Belum Nikah?” memiliki pengaruh sebesar 27.98% terhadap brand awareness JD.ID. Sehingga dapat disimpulkan bahwa iklan web series tidak bisa berdiri sendiri dalam meningkatkan kesadaran terhadap suatu merek, tetapi membutuhkan faktor lainnya, seperti slogan dan jingle sebagai elemen pendukungnya.

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Marketing communication objectives through digital content marketing on social media

Fórum Empresarial ◽

10.33801/fe.v25i1.18496 ◽

2020 ◽

pp. 79-104

Author(s):

Janice J. Nieves-Casasnovas ◽

Frank Lozada-Contreras

Keyword(s):

Social Media ◽

Marketing Strategies ◽

Brand Awareness ◽

Digital Content ◽

Media Content ◽

Marketing Communication ◽

Case Study Design ◽

Multiple Case ◽

Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

International Journal of Emerging Research in Management and Technology ◽

10.23956/ijermt.v6i7.182 ◽

2018 ◽

Vol 6 (7) ◽

pp. 45

Author(s):

Gunjan Gumber ◽

Jyoti Rana

Keyword(s):

Organic Food ◽

Brand Awareness ◽

National Capital Region ◽

Promising Alternative ◽

Brand Recall ◽

Brand Building ◽

Brand Recognition ◽

National Capital ◽

High Level ◽

Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

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The influence of YouTube: selling luxury cosmetics in the digital age

10.32920/ryerson.14661060 ◽

2021 ◽

Author(s):

Andrea Chidley

Keyword(s):

Social Media ◽

Qualitative Data ◽

Research Study ◽

Brand Awareness ◽

Instructional Videos ◽

Brand Recognition ◽

Social Media Platforms ◽

Youtube Videos ◽

Luxury Cosmetics ◽

Use Of Social Media

This MRP analyzes the use of social media in selling high-end cosmetics. As social media continues to evolve, luxury cosmetics companies like Nudestix are using social media platforms like YouTube to create brand awareness. This paper uses a textual and visual content analysis of six YouTube videos to analyze how how-to and instructional videos may be used to market and promote lesser known, indie cosmetics brands. Research on marketing, in addition to other research articles, is used to explain the importance of brand stores, seed and word of mouth marketing campaigns. This research study uses qualitative data collected from the YouTube video sample to provide insights for indie cosmetics brands looking to grow their indie cosmetics brand using beauty influencers and how vlogs can create brand recognition.

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Marketing communication objectives through digital content marketing on social media

Fórum Empresarial ◽

10.33801/fe.v25i1.18514 ◽

2020 ◽

pp. 57-82

Author(s):

Janice J. Nieves-Casasnovas ◽

Frank Lozada-Contreras

Keyword(s):

Social Media ◽

Marketing Strategies ◽

Brand Awareness ◽

Digital Content ◽

Media Content ◽

Marketing Communication ◽

Case Study Design ◽

Multiple Case ◽

Content Marketing

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Analisis Strategi Brand Awareness (Top Of Mind, Brand Recall, Brand Recognition, Unaware Of Brand) Sepeda Motor Piaggio Vespa Di Jakarta

RELASI JURNAL EKONOMI ◽

10.31967/relasi.v15i1.304 ◽

2019 ◽

Vol 15 (1) ◽

pp. 113-134

Keyword(s):

Brand Awareness ◽

Important Thing ◽

Brand Recall ◽

Brand Recognition

One of the most important thing of transportation is a motorcycle which is able to comply the level of people needs, because using a motorcycle can support various kinds of people activities to become more practical, economical and easy to drive.This research was intend to analyze the strategy of brand awareness Piaggio Vespa motorcycle in Jakarta, through elements Top of Mind, Brand Recall, Brand Recognition dan Unaware of Brand. The result of this study indicate that strategy of Brand Awareness Piaggio Vespa has been Top Of Mind which has made Piaggio Vespa the first scooter motorcycle to be caught by all respondents. Strategy of Brand Awareness Piaggio Vespa with Brand Recall approach, respondents stated that Piaggio Vespa is a type of scooter that is often heard whwn meeting friends or family. Meanwhile strategy of Brand Awareness Piaggio with Brand Recognition approach, respondents stated that Piaggio Vespa is a type of scooter that has good quality, proven technology and affordable price. Piaggio Vespa is not included by Unaware of Brand category.

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Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

Communicare : Journal of Communication Studies ◽

10.37535/101008220216 ◽

2021 ◽

Vol 8 (2) ◽

pp. 165

Author(s):

Rifkya Xena Aminullah JR ◽

Jokhanan Kritiyono

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Interpersonal Communication ◽

Brand Image ◽

Communication Strategy ◽

Digital Marketing ◽

Marketing Communication ◽

Integrated Marketing ◽

The Public ◽

Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

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