DIGITAL MARKETING STRATEGIES TO INCREASE BRAND AWARENESS
Journal: Malaysian E Commerce Journal (MECJ)
Author: Hilda, Girang Permata Gusti, Yulia
This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
This research aims to understand the influence of digital marketing on consumer behavior and increase brand awareness in the context of modern business. The research method used is a quantitative descriptive analysis using secondary data from the 2021 E-Commerce Survey conducted by the Indonesia Central Statistics Agency (BPS). The research results show that around 63.52 percent of e-commerce business actors have used internet services for digital marketing, with the benefits of reaching a wider market and marketing cost-effectiveness. However, there are still challenges related to the lack of training in digital marketing. The use of the Internet has also helped increase supply chain efficiency in the production process and facilitate internal company communication.