IMPLEMENTASI DIGITAL BRANDING MELALUI KONTEN KREATIF DI WEBSITE “PALLET COFFEE” JAGAKARSA GUNA MENINGKATKAN BRAND AWARENESS

ABSTRACT
The coffee shop business, operating in the Food and Beverage sector, is currently
experiencing rapid growth. The change in lifestyle among people who prefer instant
products has driven entrepreneurs to create products that meet consumer needs. Pallet
Coffee Jagakarsa is facing competition within the same area, a less strategic location,
ineffective Instagram promotions, and the need for a website as an effective and
efficient information medium. The problem in this research is the implementation of
digital branding through creative content on the Pallet Coffee Jagakarsa website to
enhance brand awareness. The objective is to implement digital branding through
creative content on the Pallet Coffee Jagakarsa website to enhance brand awareness.
The method used is descriptive qualitative. Data was collected through interviews,
observations, and documentation. The results of this research show that the
implementation of digital branding through creative content reflects the company's
philosophy, providing a positive impact on brand awareness, reputation, and the
appeal of Pallet Coffee Jagakarsa among consumers.
Key Word : Digital Branding, Creative Content, Website, Brand Awareness
ABSTRAK
Usaha bisnis Coffee Shop yang bergerak di sektor Food and Beverage yang pada saat
ini sedang berkembang pesat. Dengan adanya perubahan hidup masyarakat yang
menyukai produk instan telah mendorong pengusaha untuk menciptakan produk yang
memenuhi kebutuhan konsumen. Pallet Coffee Jagakarsa tengah menghadapi
persaingan dalam satu wilayah, Lokasi kurang strategis, promosi dalam instragram
kurang efektif, serta Pallet Coffee Jagakarsa membutuhkan website untuk sarana media
informasi yang efektif dan efisien. Masalah dalam penelitian ini tentang Implementasi
Digital Branding Melalui Konten Kreatif Di Website Pallet Coffee Jagakarsa Guna
Meningkatkan Brand awareness. Tujuannya adalah untuk Implementasi Digital
Branding Melalui Konten Kreatif Di Website Pallet Coffee Jagakarsa Guna
Meningkatkan Brand awareness. Metode yang digunakan adalah kualitatif deskriptif.
Data yang diperoleh melalui wawancara, observasi, dokumentasi. Hasil dari penelitian
ini adalah Implementasi Digital Branding Melalui Konten Kreatif ini telah
mencerminkan filosofi Perusahaan, sehingga memberikan dampak positif pada
kesadaran merek, reputasi, dan daya tarik Pallet Coffee Jagakarsa di kalangan
konsumen.
Kata Kunci : Digital Branding, Konten Kreatif, Website, Brand Awareness