Grandma's House Digital Marketing Strategy in Improving Brand Awareness through Instagram Social Media (Grandma's House Bintaro Case Study, South Jakarta)

Authors : Vidyardi Laksmono; Hadiono Afdjani

Volume/Issue : Volume 7 - 2022, Issue 1 - January

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Grandma's House coffee shop or coffeeshop is one form of MSMEs that was established in 2020 in Bintaro area, South Jakarta. Along with the development of this business and spearheaded by the parties in it is expected to be able to compete with other coffee shops with the strategy owned. This research presents digital marketing in increasing brand awareness through Insatgram social media as an effort to inform, and remind consumers about Grandma's House as one of the MSMEs products that sell various variants of coffee flavors with special signatures presented. The selection of social media and the selection of strategies used by Grandma's House to increase brand awareness became the goal of the research. This research is conducted with qualitative research methods. Data the studies obtained also come from all parties concerned, both throughinterviews, and documentation. Informant consists of three main informants namely Owner, Head Marketing, and Social Media Team. The results showed that digital marketing strategies in increasing brand awareness were carried out using Instagram social media by affirming the slogan "As comfortable as grandma's house" and doing activities in the form of product promotion through posts with interesting captions in an effort to increase brand awareness about coffee products presented by Grandma's House.

Keywords : Brand Awareness, Digital Marketing, Instagram.


Paper Submission Last Date
30 - April - 2024

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In 1-2 Days

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