THE ROLE OF SOCIAL MEDIA CONTENT IN AN EFFORT TO INCREASE BRAND AWARENESS OF KOPI TOKTOK INDONESIA

Abstract

In the digital era, social media has become a strategic tool for small and medium enterprises to build brand awareness. Kopi Toktok Indonesia leverages platforms such as Instagram and TikTok as the primary media in its digital marketing strategy. This study aims to examine the role of social media content in enhancing the brand awareness of this brand. The research employs a qualitative descriptive method with a triangulation data approach, including semi-structured interviews, observations of social media activities, and documentation analysis. The findings reveal that social media content based on storytelling and collaborations with influencers significantly enhances audience engagement, as reflected in the substantial number of likes, comments, and viewers. However, challenges such as limited human resources in social media management and insufficient audience research remain obstacles. In conclusion, social media content plays a crucial role in boosting the brand awareness of Kopi Toktok Indonesia. Optimising the competencies of the social media management team and innovating content are key recommendations to strengthen the sustainability of the digital marketing strategy amidst business competition.