The Effectiveness of Social Media Marketing in Building Brand Awareness for the Soft Skills Training Institution Speaking.id
DOI:
https://doi.org/10.56456/jebdeker.v6i1.911Keywords:
Social Media Marketing, Content, Brand AwarenessAbstract
This study aims to determine the effectiveness of social media marketing in building brand awareness for the soft skills training institution Speaking.id. The method used in this study is a descriptive qualitative approach so that a deep understanding of the activities and strategies carried out by Speaking.id can be obtained. Data collection was conducted through semi-structured interviews and observation of social media content, including feed posts, stories, reels, and also documentation. Through observation, it was found that the content produced by Speaking.id was relevant to the characteristics of the target audience, thereby providing benefits and achieving effective digital communication. The results of the study show that initially, the marketing media only used a website and optimized search engines through Google by utilizing Search Engine Optimization (SEO) to make it easier for the audience to find public speaking training institutions in Surakarta. This was then reinforced by utilizing social media in the form of Instagram and Tik Tok as a platform to gain a wider reach and increase digital visibility. The collaboration strategy between the institution's official account and the owner's account has also proven effective in strengthening recall memory and awareness in the minds of consumers. This finding confirms that the strong association between the use of Search Engine Optimization (SEO) and social media marketing is key to Speaking.id's success in significantly building brand awareness.
References
Alip, M. N., Murdiani, T., & Agustin, E. (2025). Menguak Efektivitas Social Media Marketing dan Konten Kreatif dalam Membangun Kesadaran Merek Uncovering The Effectiveness of Social Media Marketing and Creative Content in Building Brand Awareness. Jurnal Bisnis Mahasiswa, 5((3)), 1103–1116. https://doi.org/https://doi.org/10.60036/jbm.519
Chakraborty. (2023). Understanding Brand Perception : The Key to Building and Maintaining Business Success Research Scope Research Objectives. Journal of Multidisciplinary Studies, 3(3), 31–36. https://doi.org/https://doi.org/10.69974/glskalp.03.03.39
Dai, R. M., & Muttaqin, Z. (2024). Strategi Social Media Marketing dalam Membangun Brand Awareness pada Instagram Kece Entertainment. Jurnal Ilmiah Ilmu Pendidikan, 7(8), 9204–9210.
Ditania, D. E., & Susilowati, S. (2025). Pengaruh Social Media Content Marketing terhadap Brand Awareness dan Purchase Intention pada Pengguna Instagram Cetta English. Journal of Economic and Business Education, 3(2), 513–533. https://doi.org/https://doi.org/10.37479/jebe.v3i2.32056
Enyolu, E. (2025). Using Social Media to Create Real-Time Engagement with the Consumer Base in Entertainment Marketing. International Jurnal for Multidisciplinary Research (IJFMR), 7(1), 1–6. https://doi.org/10.36948/ijfmr.2025.v07i01.35135
Faisal, A., & Ekawanto, I. (2022). The role of Social Media Marketing in increasing Brand Awareness, Brand Image and Purchase Intention. Indonesian Management and Accounting Research. https://doi.org/10.25105/imar.v20i2.12554
Febrian, A., Nani, D. A., Lina, L. F., & Husna, N. (2022). The Role of Social Media Activities to Enhance Brand Equity. Journal of Economics, Business &Accountancy Ventura, 25(1), 20–30. https://doi.org/10.14414/jebav.v25i1.2881.
Ina Karuehni, Peridawaty, Noorjaya Nahan, Rita Yuanita Toendan, & Hansly Tunjang. (2024). The Effectiveness of Social Media Marketing in Building Brand Awareness for Startups. Journal of Economic Education and Entrepreneurship Studies, 5(4), 612–621. https://doi.org/10.62794/je3s.v5i4.4582
Kotler, Keller, dan Chernev. (2022). MARKETING MANAGEMENT 16e. United Kingdom:
Lexy J. Moleong, Metodologi Penelitian Kualitatif, (Bandung: PT Remaja Rosdakarya, 2017), 4-6
Pamungkas, I. . (2023). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Brand Awareness Pada Perusahaan Kopi Kenangan . Jurnal Pendidikan Dan Konseling (JPDK), 5(1), 2461–2468. https://doi.org/10.31004/jpdk.v5i1.11355
Sari, S. K., Hayuningtias, K. A., Stikubank, U., & Semarang, U. (2024). Purchase Intention Pengaruh Social Media Marketing , Kesadaran Merek , Dan Kepercayaan Merek Terhadap Niat Beli. Management Studies and Entrepreneurship Journal, 5(1), 862–870. https://doi.org/10.37385/msej.v5i1.4124
Shafa, K. A., & Hidayat, A. (2022). Social Media Marketing Activities , Brand Awarness , and Brand Image of Commitment on Somethinc Product Tiktok Account. Enrichment : Journal of Management, 12(3), 1613–1619. https://doi.org/https://doi.org/10.35335/enrichment.v12i3.614
Sirait, E. S., Sinurat, S. N., Saragih, H., Manajemen, P., Ekonomi, F., & Indonesia, U. M. (2025). Pengaruh Social Media Khususnya Instagram , Influencer Marketing , Dan Digital Marketing Untuk Meningkatkan Brand Awareness. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(2), 2017–2025. https://doi.org/10.31004/riggs.v4i2.796
Sya’idah, E. H., & Jauhari, T. (2022). Edutama Course And Training Institute Pengaruh Sosial Media Marketing Terhadap Brand Awareness Pada Lembaga Kursus. Management Studies and Entrepreneurship Journal, 3(5), 2824–2833. https://doi.org/https://doi.org/10.37385/msej.v3i4.1014
Zeqiri, J., Koku, P., Dobre, C., Milovan, A., Hasani, V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning. https://doi.org/10.1108/mip-06-2023-0248
Zhang, X., & Choi, J. (2022). The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment : An Information Relevance Perspective. Sustainibility, 14(11). https://doi.org/https://doi.org/10.3390/su14116676
