<![CDATA[This study analyzes the implementation of digital branding through Instagram in building brand awareness for the culinary MSME Baso Aci Jiansae. A descriptive qualitative case study approach was employed using interviews, observation, documentation, and literature review. The findings show that the transition from conventional marketing through WhatsApp status, word of mouth, and local product placement to the official Instagram account @basoacijiansae expanded the brand’s digital presence and created a more permanent, visual, and interactive communication channel. The digital branding strategy was constructed through consistent visual elements, including red and yellow colors, Sans Serif typography, graphic symbols, slogans, product visuals, testimonials, and structured feed content. Initial performance indicators showed 15 followers and 145 views on one video, indicating content exposure beyond the existing follower base. Consumer responses also demonstrated early brand recognition and brand recall, particularly through visual identity and associations with spicy culinary products. Overall, Instagram-based digital branding was effective in establishing initial brand awareness, although continuous content consistency, interaction, and performance evaluation remain necessary to strengthen recall and broader market reach among prospective consumers and support future competitive positioning. ]]>
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