Strategi Peningkatan Brand Awareness Indibiz di Telkom Jakarta Barat Terhadap Pelaku Bisnis
DOI:
https://doi.org/10.24076/pikma.v7i2.1848Keywords:
Strategi pemasaran, Brand awareness, Indibiz, UMKMAbstract
Layanan Indibiz oleh Telkom Indonesia bertujuan untuk menyediakan solusi internet yang handal, cepat, dan terjangkau bagi pelaku bisnis dan Usaha Mikro Kecil dan Menengah (UMKM). Namun, layanan ini masih menghadapi tantangan mengenai kesadaran mereknya di wilayah Jakarta Barat. Oleh karena itu, penelitian ini berfokus pada strategi peningkatan brand awareness yang diterapkan oleh Wilayah Telekomunikasi (Witel) Jakarta Barat dalam memperkenalkan Indibiz sebagai solusi utama bagi UMKM. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif, dengan teknik pengumpulan data melalui observasi, wawancara, dan studi literatur. Penelitian ini menemukan bahwa Witel Jakarta Barat telah menerapkan berbagai strategi pemasaran yang terintegrasi, baik secara digital maupun non-digital. Hasil implementasi strategi ini menunjukkan peningkatan yang cukup signifikan dalam kesadaran mereknya di wilayah Jakarta Barat.
Downloads
References
Durianto, D., & Sari, A. P. (2001). Analisis Pengaruh Brand Awareness Terhadap Loyalitas Konsumen. Jurnal Manajemen Pemasaran, 9(2), 200–210.
Konnect Insights. (2023). Social Listening for Brand Advocacy: Amplifying Positive Word-of-Mouth.
Devin, B., & Lane, A. (2022). Stakeholder engagement and CSR: Developing long-term mutual relationships. Journal of Sustainability Research. https://doi.org/10.20900/jsr20210015.
PLOS ONE. (2022). The impact of interactive advertising on consumer engagement, recall, and understanding. https://journals.plos.org
Sage Journals. (2022). Developing Integrated Marketing Communication for Brand Strategies. https://journals.sagepub.com
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page.
The Branding Journal. (2024). What Is a Visual Identity and Why Does It Play a Crucial Role in Branding?
Karen, A., & Zai, B. (2022). Exploring modern strategies in marketing. Marketing Press.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Laudon, K. C., & Traver, C. G. (2020). E-Commerce 2020-2021: Business, Technology and Society, Global Edition. Pearson Education.
Liando, F., & Setyawati, L. (2014). The Role of Integrated Marketing Communication in Building Brand Awareness. International Journal of Business and Economics, 10(4), 345–360.
Bhandari, P. (2024). What Is Qualitative Research? | Methods & Examples. Scribbr. Retrieved from Scribbr.com
Dovetail. (2022). Semi-Structured Interview: Explanation, Examples, & How-To. Retrieved from https://dovetailapp.com
Stancu, A., Grigore, G. F., & Rosca, M. (2018). Corporate Social Responsibility and Community Engagement: A Theoretical Review. Management Dynamics in the Knowledge Economy, 6(3), 371–385.
Lapland UAS. (2022). The impact of event marketing on brand awareness. Retrieved from theseus.fi.
Sugiyono. (2015). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Wan, Z. (2023). The Role of CSR in Building Brand Awareness for SMEs. Journal of Business Research, 8(2), 114–128.
Ma, B., Wang, H., & Bai, R. (2023). What Influences Consumers’ Intention to Purchase Innovative Products: Evidence From China. Frontiers in Psychology. Retrieved from Frontiers
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal PIKMA : Publikasi Ilmu Komunikasi Media Dan Cinema

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.