The Effect of Social Media Marketing with Facebook as Their Communication Media on Brand Awareness on SME Products Hanifa Ajeng Supartiwi (a), Maya Ariyanti (b)
Faculty of Ecomonic Business, Telkom University, Bandung, Indonesia
Abstract
One of the impacts of the information technology revolution that affects the business aspect is the digital transformation in the trade sector, one of which is in people is buying and selling activities from conventional methods to using social media. However, based on information from the Ministry of Cooperatives and Small and Medium Enterprises, that SME is the main players in the trade sector in Indonesia, have not yet carried out digital transformation, this makes it difficult for these products to develop in other areas and causes SME income to fluctuate because they still use conventional methods. Therefore, the aim of this research is to find out how the effect of digital transformation performance namely social media marketing when applied to SME products as a communication medium. The results of this study refer to how the adaptation of digital transformation in SME to customer brand awareness from content uploaded by Opak Cimanggung is social media accounts, because it is important for SME sellers to know customer perceptions of Opak Cimanggung is SME products. Identification is done based on the dimensions of social media marketing on brand awareness by using quantitative methods using non-probability sampling and purposive sampling as many as 385 samples. Our data collection technique uses an online questionnaire that is distributed to Facebook users who live in Rancaekek - Cicalengka, who have purchased and followed the Opak Cimanggung Facebook account.
Keywords: Social Media Marketing, Facebook, Communication Media, Brand Awareness, SME
