Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal ADI Bisnis Digital Interdisiplin (ABDI Jurnal) Startupreneur Business Digital (SABDA Journal)
Baedowi, Hikmal
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : ADI Bisnis Digital Interdisiplin (ABDI Jurnal)

 1 
Digitalization of Business and Marketing Strategies to Increase Brand Awareness in the 4.0 Era: Strategi Digitalisasi Bisnis dan Pemasaran untuk Meningkatkan Brand Awareness di Era 4.0 Sunarjo, Richard Andre; Baedowi, Hikmal; Rahardja, Untung; Ilham, Muhammad Ghifari; Parker, Jonathan
ADI Bisnis Digital Interdisiplin Jurnal Vol 6 No 1 (2025): ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/abdi.v6i1.1240

Abstract

The Industry 4.0 era marks a fundamental transformation in how businesses operate, with digitalization as a key catalyst in reshaping marketing strategies and branding. This study aims to examine the business and marketing digitalization strategies implemented by companies to increase brand awareness amidst technological disruption. By leveraging technologies such as the Internet of Things (IoT), artificial intelligence (AI), and big data analytics, companies can expand brand reach, create more personalized communications, and increase real-time consumer engagement. The novelty of this study lies in its deep exploration of how these advanced technologies not only enhance operational efficiency but also significantly strengthen brand positioning by delivering more relevant, personalized, and integrated digital experiences to consumers. This study uses a mixed-method approach, namely a qualitative approach through case studies and a quantitative approach through a survey of industry players actively adopting Industry 4.0 technologies. The results show that digitalization not only improves operational efficiency but also strengthens brand positioning in the minds of consumers through relevant and integrated digital experiences. Furthermore, companies that successfully combine technological innovation with data driven marketing strategies tend to have stronger brand equity and high adaptability to market changes. These findings underscore the importance of investing in digital infrastructure and developing an innovative culture to strengthen brand awareness and sustainable business competitiveness.
Co-Authors Ilham, Muhammad Ghifari Parker, Jonathan Putrasetia, Yansha Juliano Sunarjo, Richard Andre Suryari Purnama Untung Rahardja