Analisis Pemasaran Digital Dalam Peningkatkan Brand Awareness Pada Matahari Frozen Food

Abstract

The rapid advancement of information and communication technology has encouraged businesses to adopt digital marketing as an effective strategy to increase brand awareness. This study aims to analyze the role of digital marketing in increasing brand awareness at Matahari Frozen Food, a local frozen food retailer. A qualitative descriptive approach was used, with data collected through indepth interviews, observation, and documentation. Informants consisted of five consumers who made purchases after being exposed to Matahari Frozen Food's digital marketing content on TikTok. The results showed that digital marketing through TikTok plays a significant role in strengthening brand awareness. Advertising content with attractive visuals, clear information, and consistent presentation successfully attracted consumers' attention. Sales promotions, particularly discounts, were effective in driving purchasing decisions. Public relations activities reflected a positive brand image through consistent content and responsive interactions with consumers. In addition, direct marketing and personal selling influenced consumer decisions when promotional messages aligned with their needs. Furthermore, digital marketing increased all levels of brand awareness, including top of mind, brand recall, brand recognition, and brand unfamiliarity. This study concluded that TikTokbased digital marketing is an effective strategy for increasing brand awareness at a local frozen food retailer