Authors :
Vidyardi Laksmono; Hadiono Afdjani
Volume/Issue :
Volume 7 - 2022, Issue 1 - January
Google Scholar :
http://bitly.ws/gu88
Scribd :
https://bit.ly/3Ju3qFS
DOI :
https://doi.org/10.5281/zenodo.6372572
Abstract :
Grandma's House coffee shop or coffeeshop is
one form of MSMEs that was established in 2020 in
Bintaro area, South Jakarta. Along with the development
of this business and spearheaded by the parties in it is
expected to be able to compete with other coffee shops
with the strategy owned. This research presents digital
marketing in increasing brand awareness through
Insatgram social media as an effort to inform, and remind
consumers about Grandma's House as one of the MSMEs
products that sell various variants of coffee flavors with
special signatures presented. The selection of social media
and the selection of strategies used by Grandma's House
to increase brand awareness became the goal of the
research. This research is conducted with qualitative
research methods. Data the studies obtained also come
from all parties concerned, both throughinterviews, and
documentation. Informant consists of three main
informants namely Owner, Head Marketing, and Social
Media Team. The results showed that digital marketing
strategies in increasing brand awareness were carried out
using Instagram social media by affirming the slogan "As
comfortable as grandma's house" and doing activities in
the form of product promotion through posts with
interesting captions in an effort to increase brand
awareness about coffee products presented by Grandma's
House.
Keywords :
Brand Awareness, Digital Marketing, Instagram.
Grandma's House coffee shop or coffeeshop is
one form of MSMEs that was established in 2020 in
Bintaro area, South Jakarta. Along with the development
of this business and spearheaded by the parties in it is
expected to be able to compete with other coffee shops
with the strategy owned. This research presents digital
marketing in increasing brand awareness through
Insatgram social media as an effort to inform, and remind
consumers about Grandma's House as one of the MSMEs
products that sell various variants of coffee flavors with
special signatures presented. The selection of social media
and the selection of strategies used by Grandma's House
to increase brand awareness became the goal of the
research. This research is conducted with qualitative
research methods. Data the studies obtained also come
from all parties concerned, both throughinterviews, and
documentation. Informant consists of three main
informants namely Owner, Head Marketing, and Social
Media Team. The results showed that digital marketing
strategies in increasing brand awareness were carried out
using Instagram social media by affirming the slogan "As
comfortable as grandma's house" and doing activities in
the form of product promotion through posts with
interesting captions in an effort to increase brand
awareness about coffee products presented by Grandma's
House.
Keywords :
Brand Awareness, Digital Marketing, Instagram.