Peningkatan Brand Awareness melalui Penerapan Social Media Marketing di Peternakan Rian Puspita Jaya

Abstract

Peternakan Rian Puspita Jaya merupakan usaha peternakan sapi perah yang telah berdiri sejak tahun 1982, namun usaha ini masih menghadapi rendahnya brand awareness karena belum mengoptimalkan pemasaran digital. Penelitian ini bertujuan untuk menganalisis pengaruh penerapan social media marketing melalui Instagram terhadap peningkatan brand awareness. Peneliti melaksanakan studi selama sembilan bulan dengan pendekatan kuantitatif dan kualitatif serta melibatkan 100 responden pengguna Instagram. Peneliti menggunakan empat dimensi social media marketing yaitu context, communication, collaboration, dan connection. Sementara itu, peneliti mengukur brand awareness berdasarkan empat tingkatan yaitu unaware of brand, brand recognition, brand recall, dan top of mind. Hasil analisis regresi linear berganda menunjukkan bahwa keempat dimensi secara simultan berpengaruh signifikan terhadap brand awareness dengan nilai determinasi sebesar 61,3%. Namun secara parsial, hanya dimensi context dan connection yang memberikan pengaruh signifikan. Selain itu, penerapan strategi ini juga berhasil meningkatkan penjualan sebesar 46%. Peneliti menyimpulkan bahwa optimalisasi pemasaran digital berperan penting dalam meningkatkan daya saing peternakan.

Rian Puspita Jaya Dairy Farm has operated since 1982, but it still struggles with low brand awareness due to the lack of optimized digital marketing. This study aims to analyze the influence of social media marketing through Instagram on improving brand awareness. The researcher conducted the study over nine months using a mixed-methods approach and involved 100 Instagram users as respondents. The study examined four dimensions of social media marketing, namely context, communication, collaboration, and connection. In addition, the researcher measured brand awareness through four levels, namely unaware of brand, brand recognition, brand recall, and top of mind. The multiple linear regression analysis showed that all four dimensions simultaneously had a significant effect on brand awareness, with a coefficient of determination of 61,3%. However, only context and connection had a significant partial effect. Furthermore, this strategy implementation contributed to a 46% increase in sales. The researcher concludes that optimizing digital marketing plays a crucial role in enhancing the competitiveness of dairy farms.