Analisis Strategi Social Media Marketing 4C dalam Meningkatkan Brand Awareness (Studi Kasus Bisnis Fashion Baebee Joy)

Abstract

This research aims to find out and analyse the 4C social media marketing strategy in increasing brand awareness in the case study of Baebee Joy's fahion business located in Bogor. This research uses design thinking method with qualitative approach. Based on the value proposition canvas analysis, the gap between the company and Baebee Joy consumers is obtained. Then the evaluation is carried out using the 4C marketing mix consisting of co-creation, currency, communal activation and conversation then the level of consumer awareness is measured using the brand awareness pyramid. The sample in this study totalled 40 and the sampling technique used purposive sampling. The results of this study indicate that the level of awareness of Baebee Joy consumers only reaches the level of brand recall, then the application of the 4C strategy in increasing brand awareness is quite effective as evidenced by the increase in sales of Baebee Joy fashion products.