Strategi Pemasaran Digital melalui Media Sosial untuk Meningkatkan Brand Awareness PT Noah Han Semesta

Abstract

Penelitian ini bertujuan menganalisis penerapan strategi pemasaran digital melalui media sosial Instagram dalam meningkatkan brand awareness serta manfaat ekonomi menggunakan analisis finansial parsial. Penelitian dilakukan di PT Noah Han Semesta, Kabupaten Sukabumi, melibatkan 65 responden yang mengetahui promosi perusahaan melalui Instagram. Metode analisis meliputi analisis deskriptif, Structural Equation Modeling-Partial Least Square (SEM- PLS), dan analisis parsial. Variabel penelitian meliputi context, communication, collaboration, dan connection terhadap brand awareness. Hasil penelitian menunjukkan bahwa context, communication, dan connection berpengaruh signifikan terhadap brand awareness, sedangkan collaboration tidak berpengaruh signifikan. Pengembangan branding melalui Instagram meningkatkan kesadaran merek konsumen dan berdampak positif pada kinerja usaha. Analisis parsial menunjukkan bahwa strategi tersebut memberikan manfaat ekonomi, ditunjukkan oleh nilai keuntungan bersih (net benefit) yang positif setelah implementasi.

This study aims to analyze the implementation of a digital marketing strategy through Instagram to improve brand awareness and its economic benefits using Partial Budget Analysis. The research was conducted at PT Noah Han Semesta, Sukabumi Regency, involving 65 respondents familiar with the company's promotional activities on Instagram. The analytical methods employed included descriptive analysis, Structural Equation Modeling-Partial Least Square (SEM- PLS), and partial analysis. The variables examined were context, communication, collaboration, and connection in relation to brand awareness. The results indicate that context, communication, and connection have a significant positive effect on brand awareness, whereas collaboration has no significant effect. Brand development through Instagram enhances consumer brand awareness and positively impacts business performance. The partial analysis further demonstrates that this strategy provides an economic benefit, indicated by a positive net benefit following implementation.