Published date:Jan 03 2024

Journal Title: KnE Social Sciences

Issue title: 3rd International Conference on Humanities Education, Law and Social Sciences (3rd ICHELSS)

Pages:997–1002

DOI: 10.18502/kss.v9i2.14917

Diana Novitaauthoriana.novita@esaunggul.ac.idInformation Technology, Universitas Esa Unggul, Jakarta, Indonesia

Agus HerwantoInformation Technology, Universitas Esa Unggul, Jakarta, Indonesia

Jeni AndrianiManajemen, Universitas Pamulang,Tangerang Selatan, Indonesia

Retno WulansariManajemen, Universitas Pamulang,Tangerang Selatan, Indonesia

Syahrul .Akademi Akuntansi YAI, Jakarta, Indonesia

Digital marketing is no longer a new thing. This is because the ease of access to existing digital information does not limit marketing. What’s more, there are many digital marketing books and journals that can be used as references. Besides, we are living in digital era where we can access all the information whether we need it or not. Life is becoming easier with all the technologies that we have nowadays. In this research, the author explains the digital marketing that use android as its implementation. In Indonesia, there are two big online transportation apps that most Indonesian citizens use on a daily basis. They are GOJEK and GRAB BIKE. These apps also offer several facilities to small business to market their products. It is called GOFOOD and GRABFOOD. With this, GOJEK and GRAB bike have really helped small businesses to survive specially during the time of pandemic. This study aims to determine the effects of digital marketing on brand awareness. While the independent variables are Go Food (X1) and Grab Food (X2), the dependent variable is brand awareness (Y). The study uses multiple linier analysis techniques. For data collections, researches used an online questionnaire via Google Forms. The result showed that digital marketing variables using Go Food and Grab Food had a significant influence on brand awareness.

Keywords: digital marketing, Android platform, brand awareness, e-commerce

[1] Zhu Z, Bai Y, Dai W, Liu D, Hu Y. Quality of e-commerce agricultural products and the safety of the ecological environment of the origin based on 5G Internet of Things technology. Environmental Technology & Innovation. 2021;22:101462.

[2] Nanda NN. The influence of e-commerce, product prices and product design on purchasing decisions in souvenir shop tauko medan. Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences. 2019;2(3):388–395.

[3] Yu G, Xiang H. Rural E-commerce development and farmers’ digital credit behavior: Evidence from China family panel studies. PLoS One. 2021;16(10):e0258162.

[4] Singh N, Sahu O. Feasibility assessment for E-commerce: A data collection from developing country (Ethiopia). MethodsX. 2022;9:101639.

[5] Omri W. Innovative behavior and venture performance of SMEs: The moderating effect of environmental dynamism. European Journal of Innovation Management.2015;18(2):195–217.

[6] Susanti ID, Astuti RD, Sariasih FA, Putra Jo L. Efektifitas pengelolaan kewirausahaan berbasis kognitif personal melalui penggunaan infrastruktur digital (Media Sosial). J. Mitra Manaj ( JMM Online). 2018;2(4):273–285.

[7] Si S, Ahlstrom D, Wei J, Cullen J. Business, entrepreneurship and innovation toward poverty reduction. Entrepreneurship & Regional Development. 2020;32(1–2):1–20.

[8] Neumeyer X, Santos SC, Morris MH. Overcoming barriers to technology adoption when fostering entrepreneurship among the poor: The role of technology and digital literacy. IEEE Transactions on Engineering Management. 2021;68(6):1605–1618.

[9] Dzanku FM. Food security in rural sub-Saharan Africa: Exploring the nexus between gender, geography and off-farm employment. World Development. 2019;113:26–43.

[10] Am EN, Affandi A, Udobong A, Sarwani S. Implementation of human resource management in the adaptation period for new habits. International Journal of Educational Administration, Management, and Leadership. 2020:19–26.

[11] Daraba D, Cahaya A, Guntur M, Aslinda, Akib H. Strategy of governance in transportation policy implementation: Case study of Bus Rapid Transit (Brt) program in Makassar City. Academy of Strategic Management Journal. 2018;17(3):1–12.

[12] Ďaďová I, Soviar J. The application of online marketing tools in marketing communication of the entities with the tourism offer in 2020 in Slovakia. Transportation Research Procedia. 2021;55:1791–1799.

[13] Ishikura T. Regional economic effects of transport infrastructure development featuring trade gateway region-asymmetric spatial CGE model approach. Transportation Research Procedia. 2020;48:1750–1765.