Analisis Strategi Digital Marketing dalam Membangun Brand Awareness Dixie Art Space
DOI:
https://doi.org/10.55606/jcsr-politama.v4i2.6227Keywords:
Brand Awareness, Content Marketing, Digital Marketing, Social Media, Marketing StrategyAbstract
The development of digital technology has encouraged businesses to adopt digital marketing strategies to increase competitiveness and expand market reach, including building brand awareness. This study aims to analyze the digital marketing strategy implemented by Dixie Art Space in building brand awareness through social media, particularly Instagram. The research method used is descriptive qualitative with data collection techniques through interviews and observations of digital content activities. The results show that the implemented strategy includes consistent and creative content marketing, the use of Key Opinion Leaders (KOL), and collaboration with various parties to expand audience reach. In addition, a user-generated content-based approach also contributes to increasing organic brand interaction and exposure. The research findings indicate that the digital marketing strategy implemented is able to increase brand awareness to the brand recall stage, although it has not yet reached optimal top of mind awareness. The implications of this study demonstrate the importance of managing a structured and sustainable digital marketing strategy in strengthening a brand's position in the creative industry.
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Copyright (c) 2026 Aulia Nur Hasna, Hadiyanto Hadiyanto
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