Impact Analysis of Digital Marketing Strategy: The Role of Social-Media and E-commerce in Increasing Brand Awareness of Micro, Small, and Medium Enterprises (MSMEs) in Medan Johor District

Abstract

Micro, Small, Medium, and Enterprises are one of the largest economic contributors in Indonesia. One of the areas with a large number of Micro, Small, Medium, and Enterprises is in the city of Medan, especially Medan Johor sub-district. Although many Micro, Small, Medium, and Enterprises in Medan Johor District have begun to utilize social media and e-commerce, many still do not understand how to optimize their digital marketing strategies. This study aims to analyze the impact of digital marketing strategies, especially through social media and e-commerce, in increasing brand awareness in micro, small and medium enterprises (Micro, Small, Medium, and Enterprises) in Medan Johor District. The research method used is quantitative with primary data collection through questionnaires and interviews. The population of this study amounted to 312 Food & Beverage Micro, Small, Medium, and Enterprises in Medan Johor. Based on the results of the study, it shows that social media variables have a significant and positive influence on brand awareness and e-commerce variables have a significant and positive influence on brand awareness. Based on the results of the hypothesis test simultaneously, it shows that social media and e-commerce variables stimultaneously affect brand awareness in Micro, Small, Medium, and Enterprises in Medan Johor.