KnE Social Sciences

ISSN: 2518-668X

The latest conference proceedings on humanities, arts and social sciences.

Digital Marketing Strategy to Build Brand Awareness of the SiCepat Express During the COVID-19 Pandemic

Published date: Mar 22 2024

Journal Title: KnE Social Sciences

Issue title: International Conference on Engineering Management and Sustainable Innovative Technology (ICEMSIT)

Pages: 106–115

DOI: 10.18502/kss.v9i10.15705

Authors:

Risa Anandita

Habibi .

Arziman Bin Amsar

Kukuh Lukiyanto - kukuh.lukiyanto@binus.ac.id - https://orcid.org/0000-0002-8204-5506

Abstract:

Online shopping boomed during the COVID-19 pandemic, leading to a major growth of shipping company businesses. As such, shipping companies needed to have a good marketing strategy to maintain brand existence and survive in the midst of competition. The purpose of this study was to analyze the marketing strategy implemented by SiCepat Ekspres in building brand awareness during the COVID-19 pandemic. This study used a qualitative method. The results of this study showed that SiCepat Ekspres built brand awareness using the Customer Loyalty Program strategy, supported CSR, promos, and also digital marketing such as YouTube and Instagram, and started switching to the TikTok platform due to increased traffic during the COVID-19 pandemic. The benefit of the results is to consider decision-making to increase brand awareness through implementing marketing strategies that are in line with the company’s targets; besides that, for further research, it can be used as a guide and reference for similar research topics.

Keywords: digital marketing, brand awareness, COVID-19

References:

[1] Karnelis K. Pengaruh Bauran Pemasaran terhadap Keputusan Kosumen Menggunakan Jasa Hotel Kartika Langsa. Jurnal Manajemen Dan Keuangan. 2017;6(1):719– 28.

[2] Moleong LJ. Metodologi Penelitian Kualitatif. Edisi Revisi. Bandung: PT. Remaja Rosdakarya; 2007.

[3] Mohansyah A, Parani R. Digital Online Dan Trust Dalam Hubungan Antara Tokopedia Dengan Pengguna Layanan. LONTAR: Jurnal Ilmu Komunikasi. 2018;6(1):56–64.

[4] Putri DR. Digital marketing strategy to increase brand awareness and customer purchase intention (case study: ailesh green consulting). European Journal of Business and Management Research. 2021;6(5):87–93.

[5] Anselm S, Corbin J. Dasar-dasar Penelitian Kualitatif. Yogyakarta: Pustaka Belajar; 2013.

[6] Chaffey D, Ellis-Chadwick F. Digital Marketing: Strategy, Implementation and practice. 7th ed. Pearson; 2019.

[7] Hansen DR, Mowen MM. Cost Management: Accounting and Control. 5th ed. Australia: South Western College Publishing; 2006.

[8] Hall E, McNallie J, Custers K, Timmermans E, Wilson S, Bulck JA. Cross-Cultural Examination of the Mediating Role of Family Support and Parental Advice Quality on the Relationship Between Family Communication Patterns and First-Year College Student Adjustment in the United States and Belgium. Communic Res. 2017;44(5):638–67.

[9] Yi Y, Jeon H. Programs on Value Perception, Program Loyalty, And Brand Loyalty. J Acad Mark Sci. 2003;35(3):229–40.

[10] Junusi RE. Digital Marketing During the Pandemic Period; A Study of Islamic Perspective. Journal of Digital Marketing and Halal Industry. 2020.

[11] Ilyas GB, Rahmi S, Tamsah H, Munir AR, Putra AH. Reflective model of brand awareness on repurchase intention and customer satisfaction. The Journal of Asian Finance. Economics and Business. 2020;7(9):427–38.

Download
HTML
Cite
Share
statistics

145 Abstract Views

124 PDF Downloads