Digital Marketing Vokafe dalam Membangun Brand Awareness dan Minat Beli Mahasiswa di Sekolah Vokasi IPB

Abstract

Perkembangan teknologi digital mendorong pelaku usaha untuk memanfaatkan media digital sebagai sarana pemasaran. Vokafe sebagai usaha di Sekolah Vokasi IPB memanfaatkan Instagram sebagai media promosi utama. Perubahan identitas merek menjadi Vokafe, serta keterbatasan jumlah pengikut di media sosial menunjukkan perlunya analisis strategi digital marketing yang diterapkan. Penelitian ini bertujuan menganalisis strategi digital marketing Vokafe dalam membangun brand awareness dan minat beli mahasiswa. Penelitian menggunakan pendekatan kualitatif melalui studi kasus, serta dianalisis menggunakan teori Integrated Marketing Communication (IMC), brand awareness, dan AISAS. Hasil penelitian menunjukkan strategi digital marketing Vokafe diterapkan melalui elemen IMC, yaitu advertising melalui konten organik Instagram, public relations melalui kerja sama dan keterbukaan sponsorship, personal selling melalui pelayanan langsung, serta direct marketing melalui interaksi di media sosial. Implementasi tersebut berkontribusi terhadap pengembangan followers di Instagram dari 5 menjadi 144 akun dengan jangkauan akun mencapai 5.300 ribu. Berdasarkan analisis brand awareness, Vokafe berada pada tingkat brand recognition menuju brand recall menunjukkan mahasiswa telah mampu mengingat merek, namun belum mencapai top of mind. Analisis AISAS yang diterapkan mampu menarik perhatian, menumbuhkan ketertarikan, mendorong pencarian informasi dan keputusan pembelian. Penelitian ini merekomendasikan agar Vokafe mengembangkan strategi digital marketing melalui platform lain untuk memperkuat daya saing merek. Penelitian selanjutnya disarankan menggunakan pendekatan kuantitatif atau mixed methods dengan melibatkan variabel lain, seperti advertising, Key Opinion Leader (KOL) dalam membangun brand awareness dan minat beli.

The development of digital technology encourages businesses to utilize digital media as a marketing tool. Vokafe, a business at the IPB Vocational School, utilizes Instagram as its primary promotional medium. The change in brand identity to Vokafe, along with the limited number of followers on social media, indicates the need for an analysis of the implemented digital marketing strategy. This study aims to analyze Vokafe's digital marketing strategy in building brand awareness and student purchasing interest. The study used a qualitative approach through a case study, and was analyzed using Integrated Marketing Communication (IMC), brand awareness, and AISAS theories. The results show that Vokafe's digital marketing strategy is implemented through IMC elements, namely advertising through organic Instagram content, public relations through collaboration and open sponsorships, personal selling through direct service, and direct marketing through interactions on social media. This implementation contributed to the growth of followers on Instagram from 5 to 144 accounts with an account reach of 5,300 thousand. Based on the brand awareness analysis, Vokafe is at the level of brand recognition towards brand recall, indicating that students have been able to remember the brand, but have not yet reached top of mind. The applied AISAS analysis is able to attract attention, foster interest, encourage information searches and purchase decisions. This study recommends that Vokafe develop a digital marketing strategy through other platforms to strengthen its brand competitiveness. Further research is recommended to use a quantitative or mixed methods approach, incorporating other variables, such as advertising and Key Opinion Leaders (KOLs), to build brand awareness and purchase intention.