Optimalisasi Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness dan Daya Saing UMKM Stella
DOI:
https://doi.org/10.55606/jpmi.v5i2.7183Keywords:
Brand Awareness, Digital Marketing, SMEs, Social Media, WebsiteAbstract
The rapid advancement of the digital economy has intensified competitive pressures on small and medium-sized enterprises (SMEs), making the adoption of digital marketing strategies essential for sustaining brand visibility and market relevance. STELLA, a local Balinese fashion brand specializing in summer lifestyle apparel, represents a common challenge among SMEs that have yet to leverage digital media optimally. This community service program was designed to enhance STELLA's brand awareness and digital competency through a structured, three-stage intervention: (1) planning, comprising a Focus Group Discussion (FGD) and field observation to assess the partner's baseline digital condition; (2) implementation, encompassing digital marketing training, official website development, and Instagram content mentoring; and (3) monitoring and evaluation, guided by measurable key performance indicators. Data were gathered through direct observation, Instagram Insights analytics, and a usability questionnaire. Quantitative analysis was employed to assess follower growth, content impressions, and organic engagement rates, while website usability was evaluated using the System Usability Scale (SUS) and Black Box Testing. The program yielded significant improvements: the Instagram account @stellabaliwear grew from 20 to 66 followers, with posts increasing from 2 to 12 and reaching 404 impressions, alongside a 90% increase in organic engagement. The official website attained a SUS score of 77.92 (Good category), with all 19 functional features successfully validated. These findings affirm that systematic and sustainable digital marketing assistance is an effective and replicable model for accelerating SME digital transformation in the context of Indonesia's growing digital economy.
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