Optimalisasi Strategi Social Media Marketing untuk Meningkatkan Brand Awareness di Kubu Barat Camp
Optimalisasi Strategi Social Media Marketing untuk Meningkatkan Brand Awareness di Kubu Barat Camp
Abstract
In the digital era, social media has become an effective marketing tool, especially
for the outdoor equipment rental industry. Kubu Barat Camp, an MSME operating
since 2016 in Malang, faces challenges in increasing brand awareness on social
media platforms despite having relevant products and a strategic location. With
more than 3.6 billion social media users, the opportunity to reach a wider
audience is huge, but this potential has not been optimally utilized by Kubu Barat
Camp. This study aims to explore the optimization of social media as a marketing
tool to increase brand awareness. The research method used is qualitative, with
data collection through interviews, documentation, and observation. The results of
the study indicate the need for improved social media marketing strategies,
including content variations such as video tutorials and customer stories, as well
as expanding the use of other platforms such as TikTok and Facebook. More
structured team management and budget allocation for promotions are also very
important. With these steps, Kubu Barat Camp can more effectively build
emotional connections with customers and increase their brand awareness.
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