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Anandita, R., ., H., Bin Amsar, A., & Lukiyanto, K. (2024). Digital Marketing Strategy to Build Brand Awareness of the SiCepat Express During the COVID-19 Pandemic. KnE Social Sciences, 9(10), 106–115. https://doi.org/10.18502/kss.v9i10.15705

https://doi.org/10.18502/kss.v9i10.15705

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authors

  • Risa Anandita

    Risa Anandita

    Management Department BINUS Online Learning, Bina Nusantara University Jakarta, Jakarta, Indonesia
  • Habibi .

    Habibi .

    Management Department BINUS Online Learning, Bina Nusantara University Jakarta, Jakarta, Indonesia
  • Arziman Bin Amsar

    Arziman Bin Amsar

    Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
  • Kukuh Lukiyanto

    Kukuh Lukiyanto

    Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
    https://orcid.org/0000-0002-8204-5506

Published Date

  • Mar 22, 2024

Digital Marketing Strategy to Build Brand Awareness of the SiCepat Express During the COVID-19 Pandemic

KnE Social Sciences / International Conference on Engineering Management and Sustainable Innovative Technology (ICEMSIT) / Pages 106–115

Abstract

Online shopping boomed during the COVID-19 pandemic, leading to a major growth of shipping company businesses. As such, shipping companies needed to have a good marketing strategy to maintain brand existence and survive in the midst of competition. The purpose of this study was to analyze the marketing strategy implemented by SiCepat Ekspres in building brand awareness during the COVID-19 pandemic. This study used a qualitative method. The results of this study showed that SiCepat Ekspres built brand awareness using the Customer Loyalty Program strategy, supported CSR, promos, and also digital marketing such as YouTube and Instagram, and started switching to the TikTok platform due to increased traffic during the COVID-19 pandemic. The benefit of the results is to consider decision-making to increase brand awareness through implementing marketing strategies that are in line with the company’s targets; besides that, for further research, it can be used as a guide and reference for similar research topics.


Keywords: digital marketing, brand awareness, COVID-19

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