Utilization of Social Media in Building Brand Awareness Case Study: Kampung Mandiri Sidoharjo
DOI:
https://doi.org/10.29407/e.v13i1.28147Keywords:
Brand Awareness, Social Media Marketing, Community Empowerment, Digital Marketing; Local Products.Abstract
Sidoharjo, particularly for the local product Yo Tumbas. The research employed a qualitative approach with a case study method. Data were collected through in-depth interviews, observation, and documentation involving program managers, business actors, and consumers. The findings indicate that social media, especially Instagram and WhatsApp, plays an important role in increasing brand recognition through visual content, production processes, and community empowerment activities. However, the level of brand recall remains low due to inconsistent content management, weak visual identity, and unclear brand messaging. The main challenges include limited human resources, low digital literacy, and the absence of a structured digital marketing strategy. This study concludes that social media has strong potential as a strategic tool to build community-based brand awareness if managed systematically, sustainably, and supported by capacity building for program managers.
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