Membangun Brand Awareness Produk Roti Lokal melalui Strategi Digital Marketing Implementasi di NADHEA BAKERY Sugihwaras, Bojonegoro

Endang Endang; Hartiningsih Astuti; Tanaya Tyas Udyana

doi:10.36312/linov.v10i1.2575

Authors

Endang Endang Universitas Bojonegoro
Hartiningsih Astuti Universitas Bojonegoro
Tanaya Tyas Udyana Universitas Bojonegoro

DOI:

https://doi.org/10.36312/linov.v10i1.2575

Keywords:

Identitas Visual, Digital Marketing, brand recognition, Media Sosial, UMKM

Abstract

Pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing Nadhea Bakery melalui penguatan identitas visual dan implementasi strategi digital marketing. Permasalahan utama yang dihadapi adalah terbatasnya jangkauan pemasaran dan rendahnya brand awareness di era digital yang kompetitif. Metode pemecahan masalah dilakukan melalui tiga tahap: (1) perancangan identitas visual meliputi logo dengan kombinasi warna beige muda, terracotta, dan navy, serta tagline "Taste the Love in Every Bite", (2) pelatihan digital marketing mencakup optimalisasi media sosial Instagram dan TikTok, serta teknik editing foto produk menggunakan Canva, dan (3) pengembangan website responsif dengan fitur galeri foto, testimoni, dan integrasi WhatsApp. Kebaruan penelitian terletak pada pendekatan integratif yang menggabungkan aspek psikologi warna dalam identitas visual dengan analisis behavior mapping pengguna media sosial. Pemilihan strategi digital marketing didasarkan pada analisis preferensi target market yang didominasi generasi milenial dan Gen-Z (65%), dengan investasi hanya 30% dari biaya marketing konvensional namun memberikan jangkauan 5 kali lebih luas. Implementasi strategi dianalisis menggunakan framework AIDA (Awareness, Interest, Desire, Action) yang dimodifikasi untuk konteks UMKM kuliner, menunjukkan peningkatan signifikan pada setiap tahapan: penguatan brand recognition dan reach organik (Awareness), peningkatan engagement melalui konten visual (Interest), penguatan brand recall dan trust factor (Desire), serta peningkatan konversi pemesanan (Action). Analisis data dilakukan secara kualitatif melalui wawancara dan FGD menggunakan teknik analisis tematik, dengan triangulasi data untuk memastikan validitas temuan. Hasil temuan menunjukkan bahwa implementasi identitas visual yang tepat dapat meningkatkan brand recognition hingga 80% dan brand recall sebesar 45%. Optimalisasi media sosial berhasil meningkatkan engagement rate hingga 300%, sementara keberadaan website meningkatkan kredibilitas UMKM sebesar 75%. Dapat disimpulkan bahwa kombinasi identitas visual yang kuat dan strategi digital marketing yang komprehensif memberikan fondasi yang kokoh bagi pertumbuhan bisnis Nadhea Bakery di era digital.

Building Brand Awareness of Local Bakery Products through Digital Marketing Strategy: Implementation at NADHEA BAKERY Sugihwaras, Bojonegoro

Abstract

This community service initiative aims to enhance Nadhea Bakery's competitiveness through visual identity reinforcement and digital marketing strategy implementation. The primary challenges identified were limited marketing reach and low brand awareness in today's competitive digital landscape. The solution methodology encompassed three phases: (1) visual identity design incorporating a logo with light beige, terracotta, and navy color combinations, complemented by the tagline "Taste the Love in Every Bite"(2) comprehensive digital marketing training focusing on Instagram and TikTok social media optimization and Canva-based product photography editing techniques (3) development of a responsive website featuring photo galleries, testimonials, and WhatsApp integration. The research novelty lies in its integrative approach, combining color psychology principles in visual identity with social media user behavior mapping analysis. The digital marketing strategy selection was informed by target market preference analysis, which revealed a predominance of millennial and Gen-Z consumers (65%), achieving a five-fold increase in reach while requiring only 30% of conventional marketing costs. Strategy implementation was evaluated using the AIDA (Awareness, Interest, Desire, Action) framework modified for culinary MSMEs context, demonstrating significant improvements across all stages: enhanced brand recognition and organic reach (Awareness), increased engagement through visual content (Interest), strengthened brand recall and trust factor (Desire) and improved order conversion rates (Action). Qualitative data analysis was conducted through interviews and FGD utilizing thematic analysis techniques, with data triangulation ensuring finding validity. The findings show that proper visual identity implementation can increase brand recognition by 80% and brand recall by 45%. Social media optimization successfully increased engagement rates by 300%, while website presence improved SME credibility by 75%. It can be concluded that the combination of strong visual identity and comprehensive digital marketing strategies provides a solid foundation for Nadhea Bakery's business growth in the digital era.

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