Digital Marketing Transformation Optimization: Building Superior Brand Awareness for Hydroponic Products
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Keywords:
Digital Marketing Transformation Optimization, Brand Awareness, Hydroponic Products
Abstract
This study examines the process of enhancing digital marketing transformation in order to establish a stronger brand awareness for hydroponic products. The objective of this study is to enhance the efficacy and productivity of digital media marketing through the examination of digital marketing strategies employed by hydroponic companies and the creation of novel approaches. The literature review encompasses the subjects of digital marketing, brand recognition, and hydroponics. The study methodology employed is qualitative, utilising data obtained from various sources such as articles, newspapers, journals, books, online articles, library data, and other relevant materials. The findings indicate that strategically enhancing digital marketing transformation, namely through popular social media platforms like Facebook, Instagram, TikTok, and YouTube, can effectively boost the visibility and recognition of hydroponic products. MSMEs and educational institutions have the ability to significantly broaden their promotional endeavours and enhance the visibility of hydroponic products. The study's findings suggest that optimising digital marketing transformation can be a very effective approach to enhance brand awareness for hydroponic products. This is particularly true when utilising major social media sites like Facebook, Instagram, TikTok, and YouTube. MSMEs and educational institutions could leverage this digital marketing change to broaden the promotional reach and enhance the visibility of the products.
References
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[10]. Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075
[11]. Forbes. (2021). Why Digital Marketing Is Important For Business Owners. https://www.forbes.com/sites/forbesagencycouncil/20 21/08/02/why-digital-marketing-is-important-for- business-owners/?sh=34898af86f86
[12]. Gusti, I., & Nasution, S. (2019). Marketing Strategy Analysis to Improve Sales in the Hydraulic Urban Medan Group. Jurnal Abdimas Talenta, 4(2), 780– 789.
[13]. Hadza, B. (2023). Infographic: Definition, Purpose, Types, and Differences with Posters. https://www.detik.com/edu/detikpedia/d- 6894347/infografis-pengertian-tujuan-jenis-dan- perbedaannya-dengan-poster
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http://publication.petra.ac.id/index.php/dkv/article/view
/10325
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[22]. Julia, M. S., Aulia, A. N., Nalawati, A. N., Arum, L. S., & Dwi, S. (2022). Training on Processing and Digital Marketing of Hydroponic Verticulture Products to Improve the Community Economy of Kebonagung Kaliwates Village, Jember Regency which is a Partner Village of the Faculty of Agriculture, Faculty of Agriculture, University . J Pusat Pengabdian Kepada Masyarakat, 6(2), 368–376.
[23]. Meilyana, E. (2018). Content Marketing. https://bbs.binus.ac.id/gbm/2018/08/13/content- marketing/
[24]. Mueller, M. (2023). How to Increase Engagement in Social Media Marketing for Effective Branding. https://www.sab.id/cara-meningkatkan-engagement-di- social-media-marketing/
[25]. Nanang, W. (2023). Fulfilling Food Needs with Hydroponic Plants.
https://ekbis.sindonews.com/read/1045127/34/mencuku pi-kebutuhan-pangan-dengan-tanaman-hidroponik- 1678637018
[26]. Novita, D., Yuliani, N., & Herwanto, A. (2021). Increase Brand Awareness Using Tiktok for Business. Prosiding Seminar Nasional Sains Dan Teknologi Fakultas Teknik Universitas Whid Hasyim, 11, 115– 121.
[27]. Patria, R. (2023). Understanding Instagram Feeds and How to Make Them. https://www.domainesia.com/tips/feed-instagram/
[28]. Pawoon. (2022). Increase Sales Turnover With Tiktok LIVE, Can You? https://www.pawoon.com/tingkatkan- omset-penjualan-dengan-tiktok-live-emang-bisa/
[29]. Rakhma, S. (2023). Benefits and How to Use Aram
Husk for Hydroponic Growing Media. https://www.kompas.com/homey/read/2023/04/04/17 0710376/manfaat-dan-cara-menggunakan-aram- sekam-untuk-media-tanam-hidroponik?page=all
[30]. Ramadayanti, F. (2019). Peran Brand Awereness terhadap Keputusan Pembelian Produk. Jurnal Studi Manajemen Dan Bisnis, 6(2), 111–116. https://doi.org/10.21107/jsmb.v6i2.6690
[31]. Ramadhani, A. B. (2023). Marketing Strategy of Fruit Products at PT. Agripratama Mitra Sejahtera Sobat Veggies in Depok City, West Java. In Repository.Uinjkt.Ac.Id. https://repository.uinjkt.ac.id/dspace/handle/1234567 89/72924
[32]. Ramadhayanti, A., Asmadi, I., Zahra, & Yulianah. (2021). Training on Introduction and Utilization of Social Media to Increase Sales of Hydroponic Products of Taruna Corals and RW 03 Residents of Sumber Jaya Village, South Tambun District, Bekasi Regency. Jurnal Abdimas Peradaban, 2(2), 1–9. https://doi.org/10.54783/ap.v2i2.1
[33]. Riyadi S., Susilo D., Sufa S. A., Putranto, T. D. (2019). Digital marketing strategies to boost tourism economy: A case study of atlantis land Surabaya. Humanities and Social Sciences Reviews, 7(5), 468– 473. https://doi.org/10.18510/hssr.2019.7553
[34]. Roidah, I. S. (2014). Pemanfaatan Lahan Dengan Menggunakan Sistem Hidroponik. 1(2), 43–50.
[35]. Sampoerna. (2022). Understanding Social Media, History, Functions and Benefits. https://www.sampoernauniversity.ac.id/id/media- sosial-adalah/
[36]. Saptaji, R. (2018). 4 Reasons Infographics Are More Relevant for Visual Content. https://www.poligrabs.com/post/4-alasan-infografis- lebih-relevan-untuk-konten-visual
[37]. Sholikhi, F., Ekputri, N. H. Y., Rohauliah, F., Pangesti, E. D., & Megananda, N. P. (2023). Optimization of Digital Marketing with additional English Sales Vocabulary Griya Matahari Desa Purwokerto. Kapas: Kumpulan Artikel Pengabdian Masyarakat, 2(1).
https://doi.org/10.30998/ks.v2i1.1879
[38]. Syidiq, I. H. A. (2022). Hydroponics to Improve Family Economy. Journal Science Innovation and Technology (SINTECH), 2(2), 16–19.
https://doi.org/10.47701/sintech.v2i2.1882
[39]. Tanoto, Y., Khoswanto, H., Anggono, W., Anggung,
K. M., & Setiawan, V. E. (2024). Utilization of digital marketing technology to support mini-hydroponic operations based on renewable energy and the internet of things. Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS), 7(1), 20–31. https://doi.org/10.33474/jipemas.v7i1.20871
[40]. Trisnawati, E. (2024). Marketing Transformation in the Digital Era: Landing Page OptimizationTo Increase Brand Awareness on Garbage-Garbage Bag Collection Services. Journal of Management Science and Entrepreneurship Research, 2(2).
[41]. Wahyudi, D. (2021). Utilization Of Social Media As A Means Of Promoting Vegetable Hydroponic MSMES To Increase Sales During The COVID-19 Pandemic. 2588–2593.
[42]. Wali, M., Pali, A., & Huar, B. C. K. (2021). Pertanian Modern dengan Sistem Hidroponik di Kelurahan Potulando, Kabupaten Ende. International Journal of Community Service Learning, 5(4), 388.
[1]. Agromedia. (2023). Hydroponic Vegetable Business Opportunities Enter the Supermarket, Here Are the Criteria and the Guidebook. https://agromediagroup.com/peluang-usaha-sayuran- hidroponik-masuk-supermarket-ini-kriterianya-dan- buku-panduannya/
[2]. Antara. (2021). Hydroponics Farming Solutions on Narrow Land.
https://www.antaranews.com/infografik/2080182/hidr oponik-solusi-bertani-di-lahan-sempit
[3]. Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766
[4]. Astuti, E. C., & Suswatiningsih, T. E. (2022).
ANALISIS STRATEGI PEMASARAN SAYURAN
HIDROPONIK (Studi Kasus di CV DewaPonik Yogyakarta).
[5]. Badai, T. (2021). Harvesting Hydroponic Vegetables in the Education Garden. https://visual.republika.co.id/berita/r4iodb283/panen- sayuran-hidroponik-di-kebun-edukasi
[6]. Barone, A. (2023). Digital Marketing Overview: Types, Challenges & Required Skills. https://www.investopedia.com/terms/d/digital- marketing.asp
[7]. Bri. (2023). 7 Strategic Steps to Maximize Hydroponic Product Marketing. https://linkumkm.id/news/detail/13748/7-langkah- strategis-maksimalkan-pemasaran-produk-hidroponik
[8]. Difin. (2023). Effective Strategies to Increase Conversions Through Digital Marketing. https://digitalfinger.id/2023/07/04/strategi-efektif- untuk-meningkatkan-konversi-melalui-pemasaran- digital/
[9]. Fadhillah, H. N., Ariprahara, G., & Muthaminnah, L. (2023). Design Of A Promotional Strategy In Increasing Brand Awareness And Education Of Brand Ortuseight. E-Proceeding of Art & Design, 10(6), 11224–11243.
[10]. Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075
[11]. Forbes. (2021). Why Digital Marketing Is Important For Business Owners. https://www.forbes.com/sites/forbesagencycouncil/20 21/08/02/why-digital-marketing-is-important-for- business-owners/?sh=34898af86f86
[12]. Gusti, I., & Nasution, S. (2019). Marketing Strategy Analysis to Improve Sales in the Hydraulic Urban Medan Group. Jurnal Abdimas Talenta, 4(2), 780– 789.
[13]. Hadza, B. (2023). Infographic: Definition, Purpose, Types, and Differences with Posters. https://www.detik.com/edu/detikpedia/d- 6894347/infografis-pengertian-tujuan-jenis-dan- perbedaannya-dengan-poster
[14]. Halim, E. S. (2017). "Faktor-Faktor Yang Menjadikan Brand La Classique Tidak Dikenal. Manajemen Dan Start-Up Bisnis, 2(4), 419–427.
[15]. Hariyanto, C., Yuwono, E. C., & Yusuf, V. (2020). Planning for the Promotion of My Baby Pia as By-By Special Semarang. Jurnal Bakti Masyarakat Indonesia, 1(16), 1–11.
http://publication.petra.ac.id/index.php/dkv/article/view
/10325
[16]. Harts. (2023). Types of Digital Content You Can Use for Business.
https://www.hartsimagineering.com/blog/tipe-konten- digital-yang-bisa-kamu-gunakan-untuk-bisnis- 9cd3115a37623929a60000fe
[17]. Humas. (2019). Tips for Creating Relevant Content. https://www.humasindonesia.id/berita/tips-membuat- konten-yang-relevan-958
[18]. Ismi, T. (2022). 4 Tips for Using TikTok Hashtags to Get Your Content in FYP. https://glints.com/id/lowongan/hashtag-tiktok-fyp/
[19]. Izza. (2021). Brand Awareness: Definition, Benefits And Strategies For Building It. https://bigevo.com/blog/detail/brand-awareness
[20]. Jasri, Arfan, Nadia, Hasanuddin, & Ali Hasan, H. (2022). Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mirko Kecil dan Menengah. ILTIZAM Journal of Shariah Economics Research, 6(2), 212–224. https://doi.org/10.30631/iltizam.v6i2.1452
[21]. JudiJanto, L., Lubis M. M., Riyadi, S., Krisprimandoyo
D. A, Koentjoro, Y. (2023). Economic Innovation for Global Food Crisis: Technology-based Sustainable Solutions Review. Journal of Business Management and Economic Development, 2(01), 443–459. https://doi.org/10.59653/jbmed.v2i01.574
[22]. Julia, M. S., Aulia, A. N., Nalawati, A. N., Arum, L. S., & Dwi, S. (2022). Training on Processing and Digital Marketing of Hydroponic Verticulture Products to Improve the Community Economy of Kebonagung Kaliwates Village, Jember Regency which is a Partner Village of the Faculty of Agriculture, Faculty of Agriculture, University . J Pusat Pengabdian Kepada Masyarakat, 6(2), 368–376.
[23]. Meilyana, E. (2018). Content Marketing. https://bbs.binus.ac.id/gbm/2018/08/13/content- marketing/
[24]. Mueller, M. (2023). How to Increase Engagement in Social Media Marketing for Effective Branding. https://www.sab.id/cara-meningkatkan-engagement-di- social-media-marketing/
[25]. Nanang, W. (2023). Fulfilling Food Needs with Hydroponic Plants.
https://ekbis.sindonews.com/read/1045127/34/mencuku pi-kebutuhan-pangan-dengan-tanaman-hidroponik- 1678637018
[26]. Novita, D., Yuliani, N., & Herwanto, A. (2021). Increase Brand Awareness Using Tiktok for Business. Prosiding Seminar Nasional Sains Dan Teknologi Fakultas Teknik Universitas Whid Hasyim, 11, 115– 121.
[27]. Patria, R. (2023). Understanding Instagram Feeds and How to Make Them. https://www.domainesia.com/tips/feed-instagram/
[28]. Pawoon. (2022). Increase Sales Turnover With Tiktok LIVE, Can You? https://www.pawoon.com/tingkatkan- omset-penjualan-dengan-tiktok-live-emang-bisa/
[29]. Rakhma, S. (2023). Benefits and How to Use Aram
Husk for Hydroponic Growing Media. https://www.kompas.com/homey/read/2023/04/04/17 0710376/manfaat-dan-cara-menggunakan-aram- sekam-untuk-media-tanam-hidroponik?page=all
[30]. Ramadayanti, F. (2019). Peran Brand Awereness terhadap Keputusan Pembelian Produk. Jurnal Studi Manajemen Dan Bisnis, 6(2), 111–116. https://doi.org/10.21107/jsmb.v6i2.6690
[31]. Ramadhani, A. B. (2023). Marketing Strategy of Fruit Products at PT. Agripratama Mitra Sejahtera Sobat Veggies in Depok City, West Java. In Repository.Uinjkt.Ac.Id. https://repository.uinjkt.ac.id/dspace/handle/1234567 89/72924
[32]. Ramadhayanti, A., Asmadi, I., Zahra, & Yulianah. (2021). Training on Introduction and Utilization of Social Media to Increase Sales of Hydroponic Products of Taruna Corals and RW 03 Residents of Sumber Jaya Village, South Tambun District, Bekasi Regency. Jurnal Abdimas Peradaban, 2(2), 1–9. https://doi.org/10.54783/ap.v2i2.1
[33]. Riyadi S., Susilo D., Sufa S. A., Putranto, T. D. (2019). Digital marketing strategies to boost tourism economy: A case study of atlantis land Surabaya. Humanities and Social Sciences Reviews, 7(5), 468– 473. https://doi.org/10.18510/hssr.2019.7553
[34]. Roidah, I. S. (2014). Pemanfaatan Lahan Dengan Menggunakan Sistem Hidroponik. 1(2), 43–50.
[35]. Sampoerna. (2022). Understanding Social Media, History, Functions and Benefits. https://www.sampoernauniversity.ac.id/id/media- sosial-adalah/
[36]. Saptaji, R. (2018). 4 Reasons Infographics Are More Relevant for Visual Content. https://www.poligrabs.com/post/4-alasan-infografis- lebih-relevan-untuk-konten-visual
[37]. Sholikhi, F., Ekputri, N. H. Y., Rohauliah, F., Pangesti, E. D., & Megananda, N. P. (2023). Optimization of Digital Marketing with additional English Sales Vocabulary Griya Matahari Desa Purwokerto. Kapas: Kumpulan Artikel Pengabdian Masyarakat, 2(1).
https://doi.org/10.30998/ks.v2i1.1879
[38]. Syidiq, I. H. A. (2022). Hydroponics to Improve Family Economy. Journal Science Innovation and Technology (SINTECH), 2(2), 16–19.
https://doi.org/10.47701/sintech.v2i2.1882
[39]. Tanoto, Y., Khoswanto, H., Anggono, W., Anggung,
K. M., & Setiawan, V. E. (2024). Utilization of digital marketing technology to support mini-hydroponic operations based on renewable energy and the internet of things. Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS), 7(1), 20–31. https://doi.org/10.33474/jipemas.v7i1.20871
[40]. Trisnawati, E. (2024). Marketing Transformation in the Digital Era: Landing Page OptimizationTo Increase Brand Awareness on Garbage-Garbage Bag Collection Services. Journal of Management Science and Entrepreneurship Research, 2(2).
[41]. Wahyudi, D. (2021). Utilization Of Social Media As A Means Of Promoting Vegetable Hydroponic MSMES To Increase Sales During The COVID-19 Pandemic. 2588–2593.
[42]. Wali, M., Pali, A., & Huar, B. C. K. (2021). Pertanian Modern dengan Sistem Hidroponik di Kelurahan Potulando, Kabupaten Ende. International Journal of Community Service Learning, 5(4), 388.
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2024-05-15
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