Implementation of marketing communication strategies to enhance brand awareness at Toyamilindo Company

Abstract

This study aims to analyze the implementation of marketing communication strategies in increasing brand awareness at Toyamilindo company. This research is motivated by the importance of brand awareness as one of the factors that influence consumer buying interest, especially in the bottled drinking water (AMDK) industry. The research method used is descriptive qualitative with data collection through in-depth interviews. This technique allows researchers to gain a deeper understanding of respondents' perspectives and experiences regarding the marketing strategies implemented. The results showed that the use of social media such as Instagram, Facebook, and TikTok, as well as digital advertising through Google Ads and collaboration with influencers, proved effective in increasing brand awareness. As many as 75% of respondents recognize Toyamilindo products through social media, while 65% recognize products through digital advertising. This marketing strategy had a positive impact on brand awareness and purchase intention. The study concludes that a consistent communication strategy and the use of appropriate media play an important role in strengthening Toyamilindo's brand identity in a competitive market. This effective strategy in increasing brand awareness has the potential to increase consumer loyalty and sales of the company's products.