The design of marketing strategy and planning to promote the brand through social media: Pasolla Kitchen Western Food

Abstract

The purpose of this study is to examine the strategy of how digital marketing through social media can increase public awareness of Pasolla Kitchen Western Food business. Nowadays, digital marketing is the main medium for any industry, organization, institution and others. Digital marketing refers to the digital advertising of blogs, social media, apps, email, smartphones and more. Currently, the business of Pasolla Kitchen is facing difficulties in raising public awareness, especially when faced with movement restrictions (PKP), and the lack of visitors to the restaurant due to the instructions of the authorities. Mixed methods are used to collect data and random sampling techniques to 450 internet users located in the city of Pasir Gudang. The questionnaire will be distributed online such as Facebook and Twitter or other social media platforms through #pasirgudang. The purpose of this study is to look at the effectiveness of digital marketing on small and medium industries, and identify ways, techniques, time, and things that contribute to increasing public awareness of the business being conducted. This study helps companies to make more efficient use of digital marketing as a tool to generate direct marketing towards potential customers and to compete with competitors in Pasir Gudang.