Digital Marketing Strategy Analysis to Increase Brand Awareness of MSMEs in the Era of Digital Transformation
DOI:
https://doi.org/10.47747/jnmpsdm.v7i2.3437Keywords:
Digital Marketing, Brand Awareness, Digital Transformation, Marketing Strategy, Social MediaAbstract
To analyze the strategy of rapid information technology development driving digital transformation in various sectors, including marketing. Technologies such as Artificial Intelligence (AI), Big Data, Cloud Computing, the Internet of Things (IoT), mobile apps, social media, and automation are becoming key drivers of change, enabling faster, error-free, cost-effective, and increased productivity. This study employed a purposive sampling technique and used G*Power software to determine the sample size. Data analysis was conducted using the chi-square test on 13 brand information attributes using IBM SPSS Statistics 25. The initial data processing and visualization stages were supported by Microsoft Excel 2016. At Kambang Iwak and Mitra Supermarket (Palembang City), 43 MSME owners participated in the survey, while 37 did so. The findings demonstrate that digital marketing is far more efficient than conventional marketing for MSMEs. By leveraging organic social media content, WhatsApp promotions, and live shopping, MSMEs can still achieve broad awareness and reach the national market at low costs. The results of this study indicate that digital marketing strategies that can increase brand awareness in the era of integrated digital transformation include optimizing social media marketing, expanding brand reach, and building a positive image in consumers' minds. A well-designed digital marketing strategy that adapts to technological developments can be a key instrument in increasing a company's brand awareness in the era of digital transformation. The success of digital marketing strategies has proven effective in increasing brand awareness for MSMEs in the era of digital transformation. This study provides evidence that the most dominant outcomes are increased brand visibility, higher customer engagement, more efficient promotional costs, more specific target markets, increased consumer trust, and stronger MSME competitiveness.
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