Analisis Efektivitas Konten Media Sosial dalam Meningkatkan Brand Awareness Parfum Lokal Bali: Studi Kasus Aurumsan

Nia Miftachsu Sholeha; Griffed Estonia Menanti; I Made Pradipta; Rifky Lana Rahardian; Ida Ayu Mirah Cahya Dewi

doi:10.55606/jaemb.v6i1.8730

Authors

Nia Miftachsu Sholeha ITB STIKOM Bali
Griffed Estonia Menanti ITB STIKOM Bali
I Made Pradipta ITB STIKOM Bali
Rifky Lana Rahardian ITB STIKOM Bali
Ida Ayu Mirah Cahya Dewi ITB STIKOM Bali

DOI:

https://doi.org/10.55606/jaemb.v6i1.8730

Keywords:

Social Media, Brand Awareness, Storytelling, Aurumsan

Abstract

This study analyzes the effectiveness of social media content in enhancing brand awareness of Aurumsan, a Balinese perfume brand that emphasizes cultural storytelling. A mixed methods approach was used, combining quantitative data from 100 respondents through a Likert-scale questionnaire and qualitative data from interviews and observations of Instagram and TikTok content. The results showed positive perceptions of content effectiveness (mean = 34.65) and brand awareness (mean = 37.08), with strong instrument reliability (Cronbach’s Alpha = 0.951). Content integrating cultural narratives and aesthetic visuals effectively enhanced emotional engagement and brand recall. Qualitative findings indicated that storytelling remains the brand’s core strategy, though challenges persist in content consistency and creative resources. It is concluded that storytelling-based social media content significantly contributes to increasing brand awareness. Future strategies should focus on improving posting consistency, expanding collaborations, and promoting user-generated content to strengthen digital marketing performance.

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