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All Journal Journal of Social Science and Multidisciplinary Analysis
kartika, Bunga Kartika
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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ANALYSIS OF THE EFFECTIVENESS OF USING SOCIAL MEDIA IN INCREASING BRAND AWARENESS IN MSMEs IN KENDARI CITY kartika, Bunga Kartika; Muh. Husriadi
Journal of Social Science and Multidisciplinary Analysis Vol. 2 No. 4 (2025): Journal of Social Science and Multidisciplinary Analysis, 2025
Publisher : Noble Cendekia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59827/jossama.v2i4.123

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Kendari City face the challenge of low brand awareness amidst the post-pandemic digital transformation, with only 28% active on social media due to limited infrastructure and minimal digital literacy. This study aims to analyze the effectiveness of social media use in increasing brand awareness of MSMEs in Kendari City through local adoption and engagement patterns. A descriptive qualitative method with data triangulation was applied to 15 purposive informants, using semi-structured interviews and observations of Instagram/TikTok accounts. Results show that easy adoption and relative advantage drive a twofold increase in turnover and top-of-mind recall via Muna/Tolaki cultural content, although internet signal constraints moderate effectiveness.
Co-Authors Muh. Husriadi