Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Management - Small and Medium Enterprises (SME's)
Prasetyo Adinugroho
Department of Communication Science, Faculty of Social and Cultural Sciences, Pakuan University, Bogor
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analysis of digital marketing strategies of the @merconmerahputih account on social media in enhancing brand awareness Prasetyo Adinugroho; Intan Tri Kusumaningtias
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.25928

Abstract

This study examines the effectiveness of digital marketing strategies in enhancing brand awareness through the social media accounts of @merconmerahputih. Adopting a qualitative case study approach, the research explores how the integration of the marketing mix contributes to building brand awareness across digital platforms. The findings demonstrate that the coordinated implementation of product, price, place, and promotion strategies effectively strengthens the three dimensions of brand awareness ; brand recognition, brand recall, and top-of-mind awareness, through consistent visual identity, interactive storytelling, and influencer-driven campaigns. Platform-specific strategies, including short-form videos and viral challenges on TikTok alongside visual storytelling and user-generated content on Instagram, generated substantial audience engagement and contributed to increased sales performance across multiple digital marketplaces. These findings highlight the importance of an integrated, platform-oriented digital marketing strategy in strengthening brand positioning and improving the competitiveness of SMEs in the digital economy. The study contributes to the growing literature on social media marketing by demonstrating how strategic integration across digital platforms can simultaneously enhance brand awareness and business performance. Keywords: Brand Awareness; Digital Marketing; SMEs; Social Media
Co-Authors Intan Tri Kusumaningtias