Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Nia Miftachsu Sholeha
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Analisis Efektivitas Konten Media Sosial dalam Meningkatkan Brand Awareness Parfum Lokal Bali: Studi Kasus Aurumsan Nia Miftachsu Sholeha; Griffed Estonia Menanti; I Made Pradipta; Rifky Lana Rahardian; Ida Ayu Mirah Cahya Dewi
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 1 (2026): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i1.8730

Abstract

This study analyzes the effectiveness of social media content in enhancing brand awareness of Aurumsan, a Balinese perfume brand that emphasizes cultural storytelling. A mixed methods approach was used, combining quantitative data from 100 respondents through a Likert-scale questionnaire and qualitative data from interviews and observations of Instagram and TikTok content. The results showed positive perceptions of content effectiveness (mean = 34.65) and brand awareness (mean = 37.08), with strong instrument reliability (Cronbach’s Alpha = 0.951). Content integrating cultural narratives and aesthetic visuals effectively enhanced emotional engagement and brand recall. Qualitative findings indicated that storytelling remains the brand’s core strategy, though challenges persist in content consistency and creative resources. It is concluded that storytelling-based social media content significantly contributes to increasing brand awareness. Future strategies should focus on improving posting consistency, expanding collaborations, and promoting user-generated content to strengthen digital marketing performance.
Co-Authors Griffed Estonia Menanti I Made Pradipta Ida Ayu Mirah Cahya Dewi Rifky Lana Rahardian