Optimization Strategy for the Use of Social Media to Increase Brand Awareness in MSMEs Mang Boed Screen Printing Karawang.
Keywords:
Keywords: social media, brand awareness, MSMEs, digital marketing
Abstract
Objective: This study aims to analyze the optimization of the use of social media in increasing brand awareness in Mang Boed Screen Printing MSMEs in Karawang. Results: Results This study shows that Instagram and Facebook play an effective role as digital marketing media. Visual content in the form of products and production processes captures the attention of the audience and makes it easier to recognize the brand, while two-way interaction through comments and direct messages strengthens the relationship with customers. Conclusion: Social media optimization through authentic visual content and responsive communication can gradually increase the brand awareness of MSMEs, even though they are still faced with limited resources and consistency in content management. Contribution: This research provides practical and academic contributions as a reference in the development of social media-based MSME digital marketing strategies.
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Appel, G., Grewal, L., Hadi, R., Stephen, A. T., Stephen, A. T., & Appel, G. (2020). The future of social media in marketing. 79–95.
Azizan, N., Zulaika, H., Chik, I., Ishar, I. M., & Fadzli, A. M. (2023). Strategies to Improve Brand Awareness Through Social Media Marketing. 0.
Creswell & Poth, C. N., J. W. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). SAGE.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). International Journal of Information Management Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59 (June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Fadli, M. R. (2021). Understand the design of qualitative research methods. 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.
Habsy, B. A., & Nursalim, M. (2025). Types of Data Collection Methods (Qualitative Research). 9, 9932–9938.
Haki, U., Prahastiwi, E. D., Hasibuan, N. S., Bangsa, U. B., South, U. T., & Info, A. (2024). Data Collection and Analysis Strategies in Qualitative Research. 1–19.
Hasan, Z. I., & Nisa, F. (2024). Implementation of Social Media Management Strategy to Optimize Brand Awareness, Loyalty and Sales for MSMEs in Bandung, West Java. 4(4), 1087–1096.
Humayra, R., Albina, M., Islam, U., Sumatra, N., Islam, U., & Sumatra, N. (2025). Qualitative Research Models. September.
Karlina, N. H., & Panigoro, A. (2023). INCREASING BRAND AWARENESS OF MSMES IN THE BOJONGLOA KIDUL DISTRICT AREA OF BANDUNG THROUGH. 5(2), 51–69.
Kotler, P., & Keller, K. L. (2020). Marketing management (16th ed.). Pearson.
Lenaini, I., Islam, U., Raden, N., & Palembang, F. (2021). PURPOSIVE SAMPLING TECHNIQUE AND 6(1), 33–39.
Ratti, M. F. G., Murature, D., Sánchez, A., Roscio, D., & Frei, S. (2024). Ethics in Qualitative Research. 44(1), 56–60.
Rohalia, Z., Sa, W., Ardiansyah, M. R., Nurjanah, V., & Luayyin, R. H. (2025). PARTA : Journal of Community Service Marketing Communication Strategy of MSMEs Rempeyek through TikTok Social Media to Increase Brand Awareness Introduction. 6, 138–144.
Rosyidi, R. A., Dito, M. D., Hakiki, A., Wibowo, M. L., Husaini, F., & Fianto, B. A. (2025). The Role of Social Media in MSME Product Marketing Strategies.
Santos, Z., Cheung, C., Coelho, P. S., & Rita, P. (2022). Consumer engagement in brand communities: a literature review. Sec. 63, 1–38.
Savitri, C., & Pramudita Faddila, S. (2025). Social Media Optimization Strategy in Increasing Brand Awareness of MSMEs. Journal of Management and Business.
Sienatra, K. B., Salecius, B. M., Nathasya, S., Wijayadne, R., & Kenang, I. H. (2025). The Effectiveness of the Implementation of Social Media Marketing on Brand Awareness of MSME Crafting Products in Malang City + . April.
Tran, T., Thuy, T., Le, L., & Cuu, P. (2023). A Study of the Impact of Social Media Marketing Efforts on Brand Awareness in the Real Estate Industry in Vietnam. 12(1), 18–26. https://doi.org/10.11648/j.ijber.20231201.13
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE.
Published
2026-04-21
How to Cite
Habib Wisnu Restuaji, Citra Savitri, & Syifa Pramudita Faddila. (2026). Optimization Strategy for the Use of Social Media to Increase Brand Awareness in MSMEs Mang Boed Screen Printing Karawang. International Journal of Economics, Business and Innovation Research, 5(03), 468-481. https://doi.org/10.63922/ijebir.v5i03.3204
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