Peran Optimalisasi Promisi Digital Terhadap Brand Awareness Toko Clarissa
Abstract
Tujuan Penelitian: Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh Toko Clarissa dalam membangun brand awareness guna mempertahankan eksistensi usaha di tengah pesatnya perkembangan digital dan tingginya persaingan ritel.
Metode Penelitian: Metode penelitian yang digunakan adalah pendekatan kualitatif dengan desain studi kasus, melalui pengumpulan data berupa observasi, wawancara mendalam, dan dokumentasi.
Originalitas/Novelty: Kebaruan penelitian ini terletak pada fokus kajian mengenai optimalisasi promosi digital pada usaha toko lokal dalam membangun brand awareness di era pemasaran digital. Penelitian ini juga mengintegrasikan penggunaan media sosial dan strategi konten digital sebagai indikator utama dalam mengukur efektivitas promosi terhadap pengenalan merek konsumen.
Hasil Penelitian: Hasil penelitian menunjukkan bahwa Toko Clarissa tidak lagi hanya mengandalkan kualitas produk, tetapi secara aktif membangun ekuitas merek melalui pemanfaatan media digital sebagai sarana komunikasi pemasaran. Temuan penelitian mengungkapkan bahwa rendahnya brand awareness berpotensi membatasi basis pelanggan dan menghambat pertumbuhan usaha, sehingga adaptasi terhadap perubahan sosial dan digital menjadi faktor krusial dalam menjaga keberlanjutan bisnis.
Implikasi: Implikasi penelitian ini menegaskan bahwa penerapan strategi pemasaran digital yang adaptif dan berorientasi pada konsumen sangat penting bagi pelaku usaha ritel, khususnya UMKM, untuk meningkatkan daya saing, memperluas jangkauan pasar, serta mencapai keberhasilan bisnis secara berkelanjutan
Research Objective: This study aims to analyze the digital marketing strategies implemented by Toko Clarissa in building brand awareness and maintaining its existence amidst rapid digital development and intense retail competition.
Research Method: The research method used was a qualitative approach with a case study design, through data collection through observation, in-depth interviews, and documentation.
Originality/Novelty: The novelty of this research lies in its focus on optimizing digital promotions for local stores in building brand awareness in the digital marketing era. This study also integrates the use of social media and digital content strategies as key indicators in measuring the effectiveness of promotions on consumer brand recognition.
Research Results: The results show that Toko Clarissa no longer relies solely on product quality but actively builds brand equity through the use of digital media as a marketing communication tool. The research findings reveal that low brand awareness has the potential to limit the customer base and hinder business growth, making adaptation to social and digital changes a crucial factor in stopping business desires.
Implications: The implications of this research confirm that the implementation of adaptive and consumer-oriented digital marketing strategies is very important for retail business actors, especially MSMEs, to increase competitiveness, expand market reach, and achieve sustainable business success.
Keywords
Full Text:
PDFReferences
Abbas, M., & Thahir, T. (2025). Pengaruh Kualitas Konten Digital , Personalisasi Iklan Digital , dan Influencer Marketing terhadap Kepercayaan Konsumen Generasi Z pada Produk Digital di Kalangan Mahasiswa Kota Makassar Abstrak Pendahuluan. 8(4), 968–978. https://doi.org/10.57178/paradoks.v8i4.1948
Alamsyah, A. P., Jamil, M., Aris, V., & Makassar, U. N. (2025). Optimalisasi Digital Marketing untuk Meningkatkan Brand Awareness pada UMKM IdRink. Riset Rumpun Ilmu Ekonomi, 4(2828–7495), 782–799. https://doi.org/10.55606/jurrie.v4i2.7423
Asikin, M. Z., Fadilah, M. O., Saputro, W. E., Aditia, O., Ridzki, M. M., Siber, P., … Region, S. (2024). The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro , Small And Medium. Social Service, 04(03), 963–970. https://doi.org/10.46799/ijssr.v4i03.749
Asyiffa, M. R., Rozak, W. A., & Hadi, R. (2025). Strategi Pemasaran Digital Dalam Meningkatkan Daya Saing Usaha Mikro Kecil Dan Menengah ( UMKM ). Ilmiah Penelitian Mahasiswa, 3(4), 584–591. https://doi.org/10.61722/jipm.v3i4.1140
Atiq, M., Abid, G., & Anwar, A. (2022). Influencer Marketing on Instagram : A Sequential Mediation Model of Storytelling Content and Audience Engagement via Relatability and Trust. Information, 13(2), 19–19. https://doi.org/10.3390
Atiqah, N., & Zamri, B. (2024). The Effectiveness of Digital Marketing Towards SMEs : A Systematic Literature Review. Advances in Social Sciences Research, 11(2), 78–94. https://doi.org/10.14738/assrj.112.2.16427.
Banjarmasin, P. N., Tadulako, U., Islam, U., Dahlan, A., Pura, U. D., & Padjadjaran, U. (2024). Politeknik Negeri Banjarmasin, 2 Universitas Tadulako, Universitas Islam Ahmad Dahlan, 4 Universitas Dhyana Pura 5 Universitas Padjadjaran. Urnal Informatika Ekonomi Bisnis, 08(02), 1–10. https://doi.org/10.37034/infeb.v5i4.576
Chaidir, M., & Irawan, D. (2024). Strategi Pemasaran Digital : Memahami. Ilmiah Multidisiplin Indonesia, 4(4), 356–363. https://doi.org/10.53866/jimi.v4i4.650
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Economics and Management, 30(2), 239–246. https://doi.org/10.54097/88gfk880
Febrianti, Z., & Susila, I. (2025). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Perceived Quality Dan Brand Satisfaction Sebagai Variabel Mediasi Konsumen Skincare Korea Pada. Ilmiah Manajemen Dan Bisnis, 1(3), 42–64. https://doi.org/10.30606/291eh564
Herman. (2025). The Role of Customer Experience in Digital Marketing : A Literature Review on the Impact of Online Interaction on Consumer Loyalty. Ilmu Ekonomi, 1(1), 39–50. https://doi.org/10.1007/978-3-031-12382-5_2
Hoerunisa, H., Rambe, H., Marchilaz, F., & Rosa, D. (2024). Implementasi Strategi Komunikasi Pemasaran Berbasis Integrated Marketing Communication pada Penjualan Braidwood . id. Ilmu Komunikasi Dan Sosial Politik, 02(01), 38–44. https://doi.org/10.62379/jiksp.v2i1.1243
Indra Parawangsa, Ira Nuriya Santi, Syamsul Bahri Parani, F. L. (2021). Eksplorasi Faktor Penghambat Adopsi Digital Marketing pada UMKM di Kota Palu. LMedia Wahana Ekonomika, 21(2), 207–222. https://doi.org/10.31851/jmwe.v22i2.16619
Irawati, D., & Riofita, H. (2024). Strategi Pemasaran Digital yang Efektif untuk Meningkatkan Penjualan. Pendidikan Tambusai, 8(3), 47121–47126. https://doi.org/10.56709/mesman.v3i3.599
Kotler, P., Pfoertsch, W., & Sponholz, U. (2021). Rethinking Operative Marketing: The H2H Process. In H2H Marketing: The Genesis of Human-to-Human Marketing (pp. 157–216). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-59531-9_5
Mahwati, S. K., Sabayu, F., Si, M., Manajemen, P. S., Padang, U. N., Tawar, A., … Barat, S. (2024). Pengaruh digital marketing dalam strategi pemasaran global: a systematic literature review. SAINS PEMASARAN INDONESIA, 23(2), 115–125. https://doi.org/10.14710/jspi.v23i2.115-125
Mandung, F. (2025). The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 66–78. https://doi.org/10.52970/grmapb.v5i1.782
Muchtar, A. A., Hidayat, T., Utsman, S., Ikhsan, M., Umam, I., & Putri, R. F. (2024). Jurnal Ilmiah Pendidikan Citra Bakti Penerapan Model Pembelajaran Pada Kurikulum Merdeka : Studi Kasus Di SMA NEGERI 1 PARE. Ilmiah Pendidikan Citra Bakti, 11(2), 575–587. https://doi.org/10.38048/jipcb.v11i2.3616
Mutiara, A., Hanifah, Z., & Malang, U. N. (2024). The Influence of Digital Marketing and Brand Image on Purchase Intention of Local Fashion Products in Surabaya: A Quantitative Study. Of Logistic and Transportation, 1(1), 25–42. https://journal.idscipub.com/logistics
Nurhalizah, A. F. (2025). Analisis Strategi Pemasaran Produk UMKM di Era Ekonomi Digital. Semesta Ilmu Manajemen Dan Ekonomi, 2(2), 1–9. https://doi.org/10.71417/j-sime.v2i1.1128
Permana, E., Stalastiana, D., & Khalisoh, R. (2024). Strategi Meningkatkan Brand Awareness Melalui Konten Kreatif Dalam Pemasaran Media Sosial Tiktok Brand Tenue De Attire. Ekonomi, Manajemen, Akuntansi Dan Bisnis, 2(3), 169–180. https://doi.org/10.59246/muqaddimah.v2i3.931
Poto, V. (2026). Society 5 . 0 : balancing of Industry. Available on Emerald Insight, 50(3), 794–811. https://doi.org/10.1108/K-12-2019-0858
Putri, H. J., & Murhayati, S. (2025). Metode Pengumpulan Data Kualitatif. Pendidikan Tambusa, 9(2), 13074–13086. https://doi.org/https://doi.org/10.31004/jptam.v9i2.27063
Ramadani, N. D., & Izaak, W. C. (2025). Exploring the Interactive Marketing Strategies on Gen Z ’ s Buying Decisions in Social Commerce. Multidisciplinary Research, 4(6), 2755–2766. https://doi.org/10.55927/eajmr.v4i6.211
Rifaldi, M., Hartati, S., & Vajriansyah, M. A. (2025). Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness di Era. Riset Manajemen Dan Ekonomi, 3(1), 58–65. https://doi.org/10.54066/jrime-itb.v3i1.2790
Salsabila, R. N., Daniela, R., Andifa, M., Baari, D., Crespo, I., Simanjuntak, A. M., & Zaeni, A. N. (2026). Strategi Pemasaran Konten Dalam Meningkatkan Interaksi Konsumen Di Media Sosial Rizky. Ilmiah Wahana Pendidikan, 5(2), 108–117. https://jurnal.peneliti.net/index.php/JIWP/article/view/12268
Saputra, R. H., Azizah, D. N., & Sulaeman, E. (2025). Implementasi Strategi Pemasaran Digital dalam Meningkatkan Brand Awareness melalui Optimasi Media Sosial Instagram & TikTok di Tanzif. Kajian Ekonomi & Bisnis Islam, 6(10), 3258–3270. https://doi.org/1047467/elmal.v6i10.8995
Setiawati, D. N., Sirait, T., Tinggi, S., Ekonomi, I., Bangsa, H., & Barat, J. (2024). Influence Of Social Media Marketing Instagram And Brand Awareness On Purchase Decisions Of Pt . Mepro ’ S Products Corresponding Author : Devi Natali Setiawati. 3(7), 860–874. https://doi.org/10.58344/jws.v3i7.690
Shafaat, Z., & Tariq, J. (2024). Journal of Social & Organizational Matters. Social & Organizational Matters, 3(4), 108–121. https://doi.org/DOI No: growing sales in market. Digital marketing has transformed brand. https://doi.org/10.56976/jsom.vh 3i4.124
Silalahi, H., & Guna, S. (2024). Enhancing Brand Awareness through Content Marketing Strategy Analysis in the Digital Landscape. Economics, Management and Business Technology, 3(1), 9–18. https://doi.org/10.35335/jembut.v3i1.222
Sirait, E. S., Sinurat, S. N., Saragih, H., Manajemen, P., Ekonomi, F., & Indonesia, U. M. (2025). Pengaruh Social Media Khususnya Instagram , Influencer Marketing , Dan Digital Marketing Untuk Meningkatkan Brand Awareness. Artificial Intelligence and Digital Business, 4(2), 2017–2025. https://doi.org/10.32877/eb.v8i1.2311
Sudirjo, F., & Mulyono, S. (2025). Pengaruh Pemasaran Pengalaman Storytelling Merek dan Keterlibatan Emosional terhadap Loyalitas Merek Studi Kasus Brand Fashion Lokal Indonesia. Sanskara Manajemen Dan Bisnis, 4(01), 121–129. https://doi.org/10.58812/smb.v4i01
Suleman, D., Zuniarti, I., Puspasari, A., Joesah, N., & Hakim, L. (2025). INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY : APPLIED Scroll , Click , Buy : The Influence of Digital Marketing , Engagement , and Brand Awareness on Gen Z Indonesia ’ s Purchase Intentions. 6(11), 5751–5764. https://doi.org/10.11594/ijmaber.06.11.30
Syihab, M. Z., & Negoro, D. A. (2023). The Influence of Digital Marketing in Building Brand Awareness Against Purchasing Decisions and Sales Volume. Pendidikan Tambusai, 7(1), 4672–4678. https://doi.org/10.31004/jptam
Tanamal, W., Nazmi, H., & Dewi, S. P. (2025). The Influence of Content Marketing , Influencer Marketing , and Paid Advertising on Purchase Decisions in Blibli E-Commerce. Science and Society, 7(4), 260–270. https://doi.org/10.54783/ijsoc.v7i4.1566
Tanjung, B. N., & Nasution, M. A. (2025). Strategi Digital Marketing Yang Efektif Untuk Menarik Minat Konsumen Generasi Z. Economics, Business and Management, 1(1), 6–10. https://doi.org/10.36782/arunika.v2i02.373
Tanudjaja, A. Y. (2023). The Influence Of Customer Experience And Brand Awareness On Customer Loyalty Mediated By Customer Satisfaction ( Empirical Study : Yoshinoya Restaurant Customers In Dki Jakarta ). Research of Social Science, Economics, and Management, 03(02), 323–332. https://doi.org/10.59141/jrssem.v3i2.542
Utama, A. (2022). Being Influenced To Purchase : The Role Of Credibility And Brand-Influencer Fit Dipengaruhi Untuk Membeli : Peran Kredibilitas Dan Kesesuaian Merek Dengan Influencer. Management Studies and Entrepreneurship, 3(6), 4924–4932. https://doi.org/10.46568/gjmas.v4i1.177
Wayan, N., Widnyasari, D., & Darma, G. S. (2025). Brand Experience , Brand Satisfaction , E-Wom , Brand. Ilmiah Ekonomi Dan Bisnis, 13(1), 153–166. https://doi.org/10.37676/ekombis.v13i1
Wegner, S., Junior, D., & Claudimar, S. (2023). Performance analysis of social media platforms : evidence of digital marketing. Journal of Marketing Analytics, 2(1), 1–12. https://doi.org/10.1057/s41270-023-00211-z
Yuliansa, N., Mantow, P., Jambi, U., & Kota, J. L. (2025). Pengaruh Storytelling Dan Emotional Attacchment. Media Akademik, 3(12), 1–20. https://doi.org/10.62281
Zhang, R. (2024). behavioral sciences A Study on Customer Behavior in Online Dating Platforms : Analyzing the Impact of Perceived Value on Enhancing Customer Loyalty. Behavioral Sciences, 14(4), 2–25. https://doi.org/10.3390/ bs14100973
DOI: https://doi.org/10.30596/jakk.v9i1.29099
Refbacks
- There are currently no refbacks.
Jurnal Akuntansi dan Keuangan Kontemporer (JAKK) is abstracting & indexing in the following databases:
