Building Brand Awareness Through Digital Marketing At Gulung Jenebora Souvenir Center In Balikpapan

Maria Kautsari; Shellyna Julia Tressya Adinata

doi:10.61536/escalate.v4i4.725

Authors

Maria Kautsari Department of Management, Faculty of Economics, Universitas Terbuka, Indonesia
Shellyna Julia Tressya Adinata Faculty of Economics, Universitas Terbuka and Lecturer at Universitas Adiwangsa Jambi, Indonesia

DOI:

https://doi.org/10.61536/escalate.v4i4.725

Keywords:

Brand Awareness, Digital Marketing, Social Media, MSMES

Abstract

This study analyzes how digital marketing contributes to brand awareness at Gulung Jenebora, a local souvenir business in Balikpapan. A descriptive quantitative design was applied using a purposive survey of 50 consumers, supported by observations of Instagram, Facebook, TikTok, and Google Maps during October-November 2025. Data were analyzed through frequencies, percentages, and comparison with platform-level digital metrics. The findings show that 82% of respondents had recognized the brand before purchase, 68% first encountered it through Instagram, and 74% considered visual content influential to purchase interest. Instagram was the strongest digital touchpoint, while TikTok showed reach potential despite a lower follower base. Overall, Gulung Jenebora is positioned primarily at the brand-recognition level rather than spontaneous recall or top-of-mind awareness. The study recommends consistent short-form video, stronger two-way interaction, customer review activation, and selective collaboration with local influencers to strengthen recall and digital visibility

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