Optimalisasi Digital Marketing dalam Meningkatkan Brand Awareness Anima Companion

Abstract

Perkembangan pemasaran digital melalui media sosial memberikan peluang bagi perusahaan untuk meningkatkan brand awareness. Namun, performa media sosial Anima Companion menunjukkan penurunan sehingga diperlukan optimalisasi strategi pemasaran digital. Penelitian bertujuan menganalisis tingkat brand awareness, mengidentifikasi strategi pemasaran digital yang diterapkan, serta merumuskan rekomendasi peningkatan brand awareness Anima Companion. Penelitian menggunakan pendekatan deskriptif dengan metode kualitatif dan kuantitatif melalui wawancara internal perusahaan serta kuesioner kepada 140 responden pemilik hewan peliharaan yang aktif menggunakan media sosial. Analisis dilakukan menggunakan piramida brand awareness, STP (segmenting, targeting, positioning), dan bauran pemasaran 4C. Hasil penelitian menunjukkan unaware of brand mengindikasikan konsumen dapat mengenali keberadaan Anima Companion dengan baik, namun tingkat brand recognition, brand recall, dan top of mind menunjukkan posisi merek masih perlu diperkuat. Rekomendasi strategi berfokus pada optimalisasi konten, konsistensi komunikasi, serta penguatan positioning dan kredibilitas merek.

The development of digital marketing through social media provides opportunities for companies to increase brand awareness. However, Anima Companion’s social media performance has shown a decline, indicating the need for digital marketing strategy optimization. This study aims to analyze brand awareness levels, identify implemented digital marketing strategies, and formulate recommendations to improve Anima Companion’s brand awareness. This research uses a descriptive approach with qualitative and quantitative methods through internal company interviews and questionnaires distributed to 140 pet owners who actively use social media. The analysis applies the brand awareness pyramid, STP (segmenting, targeting, positioning), and the 4C marketing mix. The results show unaware of brand level, indicating that consumers have recognized Anima Companion. Recommended strategies focus on content optimization, communication consistency, and strengthening brand positioning and credibility.