Proposed Marketing Strategy to Increase Brand Awareness for Ana Tenun Sukarara

: 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.


INTRODUCTION
The COVID-19 pandemic has affected Indonesia in various facets of life, including health, social, political, and economic. The virus can kill an individual's health immediately. We have entered a new normal in Indonesia, specifically after the COVID-19 outbreak, so that people can carry on with their daily activities while still taking precautions to protect their health, such as wearing masks and maintaining a safe distance. 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 recommence 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. Through business digitization, it could be possible for MSMEs to develop their businesses in Indonesia by utilizing various digital platforms. Digitalization has permeated all business sectors because its use is pervasive and accessible to a limited market; thus, there are no boundaries. Social media marketing is one of the digitalizations that can drive the economy and has great potential that micro, small, and medium-sized enterprises (MSMEs) can utilize through an optimally open market. MSME actors can utilize social media marketing effectively and appropriately; this is a challenge that must be achieved by MSME actors. Faced with more and more competition around the world, MSMEs need to improve their business skills and abilities in areas like human resources, product innovation, and information technology.
Through social media marketing Online marketing through social media-based websites is used in economic marketing to share information that facilitates the activities of economic producers and consumers. Social media users are able to search for information from online stores of the results of these searches appear as goods, product quality, product specifications, brands, etc. Examples of electronic marketing conducted on social media include Instagram, Facebook, WhatsApp, and Shopee, among others. Social media greatly facilitates online consumer shopping and transactions conducted through online media, which can facilitate information search in social media use. Instagram is an application that can sell products and has features such as taking photos, applying digital filters, applying effects to photos, uploading posts or products, and becoming an Instagram business, which can facilitate the business operations of MSMEs. Instagram can be used to market on social media by people who use social media apps on Android, iOS, computers, etc. In the economy, social media marketing can help with advertising or introducing new products to customers. The goal is to build good relationships between business owners and customers, which makes product development and introduction easier. Ana Tenun Sukarara is one of the cultural arts and traditional fabrics of Indonesia, produced in Sukarara Village, Jonggat District, Central Lombok Regency, West Nusa Tenggara, which are located on the islands of Lombok. Sukarara Village is located approximately 20 kilometers south of Mataram City, the capital of NTB. In terms of colors, patterns, types of materials, and threads used to create it, weaving has a significant historical and technical value. Weaving is one of the cultural heritages that the Indonesian people are proud, which may reflect national identity. Ana Tenun Sukarara is a micro, small, and medium-sized enterprise that uses Instagram for social media marketing and has an Instagram account with the name Ana Tenun Sukarara. The large number of weaving MSMEs that have joined the online market and various social media platforms has created intense competition between Ana Weaving Sukarara and other sellers for the attention of online buyers, thereby reducing the business profits of Ana Weaving Sukarara, which employs a competitive marketing strategy. Ana Tenun Sukarara has sales targets and this UMKM has a simple, classy, elegant design style to attract the attention of consumers. This is inversely proportional to the current economic situation, especially in the post-covid-19 period, so that currently Ana Tenun Sukarara's UMKM is maintaining its business and strengthening awareness of its customers, such as by means of social media to build customer trust. Mrs. Ana as CEO of Ana Tenun Sukarara explained that the problem that arises in Ana Weaving Sukarara is a lack of brand awareness and their target market is generation Y or women aged 30-40 years so Ana Weaving Sukarara must build and manage existing social media to attract attention customers and build relationships with customers.

LITERATURE REVIEW
Analyzing the MSMEs needs The research methodology in exploring business problems explains how to explore business problems and propose marketing strategies to increase Ana Tenun Sukarara's brand awareness by gathering power and analyzing it through PLS or Partial Least Square (PLS) as an analysis technique with structural equation, Variance based mode (SEM) which is continued with the research described from the research design, internal external and how to improve the marketing strategy of Ana Tenun Sukarara's brand awareness.Ana Tenun Sukaraara's business conditions, especially in marketing and promotion through Ana Tenun Sukaraara's Instagram social media marketing because the target market for MSMEs is generation Y who mostly use Instagram then conducts a literature review and analyzes Ana Weaving Sukaraara and analyzes it using external analysis. such as 5porter porces, PEST, competitor analysis and internal analysis such as marketing mix 4p, STP, VRIO analysis METHODOLOGY Quantitative methods are used in this study. The data collection method used is non-probability aside from the purposive sampling method. Primary data is data collected by researchers from the first source in this research primary data in the form of questionnaires, Ana Weaving Sukaraara analyzes it using external analysis. such as 5porter porces, PEST, competitor analysis and internal analysis such as marketing mix 4p, STP, VRIO analysis then determining the SWOT and TOWS analysis then to the proposed solution and to the conclusion and recommendation.

RESULT AND DISCUSSIONS A. Consumer Analysis
The validity test is measured from the AVE (Average Variance Extracted) value. The AVE value > 0.5 means that the variable is able to describe the variance of each indicator. The reliability test is measured from the composite reliability value. Composite reliability value > 0.6 means that all the question items in this study are reliable. The variables in this study are valid and reliable. The results of the validity and reliability tests can be seen in: The loading factor turns into a T statistic, that is, if the T statistic is > 1.96, it means that the relationship between the latent variables is significant or blue to blue with all the x variables affecting the y variable, which means that it is agreed that the x variable affects y based on a questionnaire question. This study found that social media marketing (SMM) has an effect on brand awareness (BA) with a parameter coefficient of 8.309 and T statistics ±1.96 and is significant at α = 0.05. This is in accordance with research conducted by Semuel & Setiawan (2018) which states that social media marketing has an effect on brand awareness. Social Media Marketing (SMM) has an effect on Purchase Intention (PI), with a parameter coefficient of 9.670 where the T-statistic value is greater than > 1.96 This study is in accordance with research conducted by Priatni, Hutriana, & Hindarwati (2020), which states that social media marketing (SMM) has an effect on purchase intention (PI) and Brand Awareness (BA) has an effect on purchase intention (PI), with a coefficient parameter of 5.545 with a T statistic >1.96 and significant at α = 0.05 so that This is in accordance with research conducted by Dwiyanti et al., (2018) which states that brand awareness has an effect on purchase intention.

B. SWOT Ana Tenun Sukarara
The company's internal analysis is using 4p marketing mix, Segmenting targeting and positioning (STP) and VRIO analysis which shows the advantages and disadvantages of the company Ana Tenun Sukarara and external analysis of the company using 5 porter porces, PEST, and and competitor analysis which shows threats to the company Ana Tenun Sukarara .
Strength Ana Tenun Sukarara (Based on internal analysis) 1. Ana Tenun Sukarara has social media marketing