Abstract :

Following the implementation of the new norms, such as the relocation of MSMEs, the economy of Indonesia is beginning to recover. Returning to the economy in Indonesia, the implementation of this new normal has caused all nations to recommend economic activities, such as removing social restrictions to encourage people to work. New normal activities are characterized by production and consumption patterns that have an impact on digitalization. This study aims to propose marketing strategies to increase brand awareness of Ana Tenun Sukara, the research method used is non-probability aside from the purposive sampling method, states that non-probability sampling is a sampling technique with a population selected based on its availability or considering it can represent the population while purposive sampling is a sampling technique in which this technique chooses purposive sample that aims subjectively by distributing questionnaires to 200 respondents and processing data with PLS- SEM and analyzing internally with Marketing MIX 4P , STP, VRIO and external companies with 5porter porces, PEST and Competitor analysis. The results of this study indicate that social media marketing has a significant positive effect on brand awareness, and social media marketing has a significant positive effect on purchase intention and brand awareness has a significant positive effect on purchase intention.

---

Keywords :

Brand awareness, Price, Purchase Intention., Social Media Marketing, Weave.

---

References :

1. ATMOKO, DWI. 2012. INSTAGRAM HANDBOOK TIPS FOTOGRAFI PONSEL. JAKARTA: MEDIA KITA.

1. Boyd, Ellison., B. Nicole. 2008. Social Network Sites : Definition, History and Scholarship.Journal Of Computer Mediated Communication, International Communication Association.
2. Blanchard dalam Social Media Marketing :Measuring its Effectiveness and Identifying the Target Market, UW-L Journal of Undergraduate XIV, 2011 page 5-7.
3. Cross, Michael. 2013. Toward a New Vocabulary for Political Communications. International Journal of Communications (7, 507-509).
4. Echdar, Saban. 2017. Metode Penelitian Manajemen Dan Bisnis. Bogor: Ghalia Indonesia.
5. Ferdinand, Augusty. 2002. Pengembangan Minat Beli Merek Ekstensi, Semarang:Badan Penerbit Universitas Diponegoro.
6. Husein, Umar. 2000. “Metodologi Penelitian”.Gramedia Pustaka Umum, Jakarta. Kotler., Keller. 2009. Manajemen Pemasaran. Jilid I. Edisi ke 13 Jakarta: Erlangga. Kotler., Keller 2012, Marketing management 14th edition. Jakarta:PT. Indeks Kelompok Gramedia.
7. Kotler., Keller. 2009. Manajemen Pemasaran 1.Edisi ketiga belas. Jakarta: Erlangga. Kotler., Philip and Kevin Lane Keller. 2016. Marketing Management,15thed, Pearson Education Limited, New York.
8. Kotler., Phillip., and Kevin Lance Keller. 2012. Marketing management 14th edition. Jakarta:PT. Indeks Kelompok Gramedia.
9. Lidyawatie. (2008:78). “Manajemen Pemasaran dan Pemasaran Jasa”. Bandung:Alfabeta.
10. Maoyan et al. 2014. Consumer Purchase Intention Research Based on Social Media Marketing. International Journal of Business and Social Science. Vol. 5 No.10 (1).92.
11. Muhammad, Nisrina. 2015. Bisnis Online, Manfaat Media Sosial Dalam Meraup Uang Yogyakarta: Kobis.
12. Nazir, Moh. 2005. Metode Penelitian. Jakarta: Ghalia Indonesia.
13. Rangkuti, Freddy. 2011. Riset Pemasaran. Jakarta, PT. Gramedia Pustaka Utama. Riduwan. 2006. Rumus dan data dalam aplikasi statistika.Bandung: Alfabeta Schiffman, Leon dan Leslie Lazar Kanuk. 2007. Perilaku Konsumen Edisi 7. Jakarta: Indeks.
14. Suryani, Tatik. 2008. Perilaku Konsumen, Implikasi Pada Strategi Pemasaran, Edisi Pertama, Cetakan Pertama.Jakarta : Graha Ilmu.
15. Wijaya. 2010.Dampak Penggunaan Gadget dan Sosial Media. Yogjakarta :Niaga SwadayaKotler, Philip (dalam sunyoto, 2014:220). Marketing Management,15thed, Pearson Education Limited, New York
16. Zarella. 2011. The Social Media Marketing Book. PT. Serambi IlmuSemesta Zikmund, William G. & Babin, Barry J. 2010. Exploring Marketing Research. Internasional ISE Edition. Canada: Cengage Learning.
17. Zikmund, William G. & Babin, Barry J. 2010. Exploring Marketing Research. Internasional ISE Edition. Canada: Cengage Learning.