Update Artikelilmiah: 54603

GHINA AYU AMALIA SYARIF

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

CV Indococo Pasific merupakan perusahaan pengolahan produk berbahan dasar kelapa yang mengembangkan merek Nucifera sebagai produk organik dan premium. Aktivitas pemasaran digital yang dilakukan perusahaan belum mampu membangun brand awareness secara optimal sehingga pengenalan merek di kalangan konsumen masih terbatas. Penelitian ini bertujuan menganalisis kondisi brand awareness merek Nucifera, mengidentifikasi faktor internal dan eksternal perusahaan sebagai dasar perumusan strategi pemasaran digital, serta merumuskan strategi pemasaran digital yang tepat untuk meningkatkan brand awareness merek Nucifera.
Penelitian menggunakan metode penelitian kualitatif yang didukung analisis kuantitatif strategis. Data diperoleh melalui observasi, wawancara, dokumentasi, studi pustaka, dan kuesioner. Analisis data dilakukan secara bertahap menggunakan analisis deskriptif, Matriks Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), Strength, Weaknesses, Opportunities, and Threats (SWOT), dan Quantitative Strategic Planning Matrix (QSPM).
Hasil penelitian menunjukkan bahwa brand awareness merek Nucifera berada pada tingkat brand recognition, namun belum mencapai brand recall yang kuat. Analisis internal menghasilkan skor IFE sebesar 2,45 dan analisis eksternal menghasilkan skor EFE sebesar 2,22 sehingga perusahaan berada pada Sel V Matriks IE (hold and maintain). Analisis SWOT menghasilkan beberapa alternatif strategi pemasaran digital, sedangkan hasil QSPM menunjukkan bahwa strategi prioritas utama adalah meningkatkan kualitas dan konsistensi konten digital untuk memperkuat identitas merek dengan nilai Total Attractiveness Score (TAS) sebesar 7,0500. Strategi prioritas berikutnya yaitu memperkuat citra merek melalui keunggulan produk, memperluas jangkauan merek melalui media sosial dan e-commerce, serta meningkatkan kapasitas sumber daya manusia pemasaran digital. Berdasarkan hasil tersebut, penguatan identitas merek melalui penyajian konten digital yang berkualitas dan konsisten menjadi prioritas utama dalam meningkatkan brand awareness merek Nucifera.

Abtrak (Bhs. Inggris)

CV Indococo Pasific is a coconut based product processing company that has developed the Nucifera brand as an organic, premium product. The company’s current digital marketing activities have not been able to build brand awareness optimally, leaving consumer recognition of the brand limited. This study aims to analyze the brand awareness condition of the Nucifera brand, identify the company’s internal and external factors as a basis for formulating digital marketing strategies, and formulate appropriate digital marketing strategies to increase Nucifera’s brand awareness.
The study employs a qualitative research method supported by strategic quantitative analysis. Data were collected through observation, interviews, documentation, literature review, and questionnaires. Data analysis was conducted in stages using descriptive analysis, the Internal Factor Evaluation (IFE) matrix, the External Factor Evaluation (EFE) matrix, the Internal–External (IE) matrix, Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and the Quantitative Strategic Planning Matrix (QSPM).
The results indicate that Nucifera’s brand awareness is at the brand recognition level but has not yet achieved strong brand recall. The internal analysis produced an IFE score of 2.45, while the external analysis produced an EFE score of 2.22, placing the company in Region V of the IE matrix (hold and maintain). The SWOT analysis generated several alternative digital marketing strategies, and the QSPM results identified the top priority strategy as improving the quality and consistency of digital content to strengthen brand identity, with a Total Attractiveness Score (TAS) of 7.0500. Subsequent priority strategies include strengthening brand image through product superiority, expanding brand reach via social media and e commerce platforms, and enhancing the human resource capacity for digital marketing. Based on these findings, strengthening brand identity through the provision of high quality, consistent digital content is the primary priority for increasing Nucifera’s brand awareness.

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