Published date: Jan 06 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Creative Economy

Pages: 178 - 185

DOI: 10.18502/kss.v10i1.17867

Mohd Ridho Kurniawanmohdridho@student.telkomuniversity.ac.idTelkom University, Bandung

Djoko MurdowoTelkom University, Bandung

Business development in Indonesia has brought changes in sales strategy by adapting digital technology which prioritizes convenience and time efficiency in transactions, the agricultural sector is one of the business sectors that has the potential to be developed. according to BPS data (2022) the agricultural sector has contributed to increasing Indonesia’s GDP (Gross Domestic Product) in 2022 in the agricultural sector by around 12.91%. Agree mart as a B2C company engaged in the agricultural sector has begun to adapt digital technology to support the convenience of shopping for daily needs digitally, but this strategy did not run smoothly and had problems related to brand awareness which resulted in low purchases. The research aims to design a brand awareness strategy with a visual aspect approach, research method using descriptive qualitative analysis. Data collection was carried out by observation, documentation, and open interviews with the community. The results of the study show that the implementation of a physical evidence booth design strategy is effective in increasing a company’s brand awareness.

Keywords: brand awareness, booth exhibition design, digital buying behavior

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