HOW SOCIAL MEDIA MARKETING AFFECT BRAND AWARENESS ON THE E-COMMERCE INDUSTRY IN INDONESIA

• Main Author: Veronica Nadiah, Hanna
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50433
• Institution: Institut Teknologi Bandung

With both a population of 269 million inhabitants and listed fourth in the world's most populous country, the internet actually penetrates just half of Indonesia's population. These circumstances, nevertheless, are seen as a golden opportunity for e-commerce companies because it holds an abundance of unexploited potential. At the same time, Indonesia has been the country with the largest e-commerce adoption rate in the world in 2019 with up to 90 per cent of Internet users aged 16 to 64 years buying products and services online in Indonesia. This creates far more competitive competition in the e-commerce industry periodically, both in terms of player quantity, product treatments, creativity and the ultimate target of being Indonesia's largest e-commerce business. To be able to win the fierce competition, one approach that must be taken is for an e-commerce company must have a well-planned, effective and targeted marketing strategy, particularly for their online social media presence. This paper aims to study how social media marketing influences brand awareness of Indonesia's e-commerce industry and to try to formulate best practice that leads to success. This research utilizes secondary qualitative research to collect data from reliable sources. A detailed review found that social media marketing, as stated in the report, plays a crucial role in affecting brand awareness for an e-commerce company. Using the framework built in the report, e-commerce companies will concentrate heavily on doing research and development to enhance their brand awareness through social media marketing activities, as this may be the secret to winning the competition for e-commerce companies.