SOCIAL MEDIA UTILIZATION STRATEGY TO ENHANCE BRAND AWARENESS: A CASE STUDY OF SUMDE BETTA ORNAMENTAL FISH BREEDER IN TULUNGAGUNG

Muhammad Hijriatul Elaudy, Deby Santyo Rusandi, Sonny Subroto Maheri

Abstract


This study aims to analyze the optimization strategy of social media utilization in enhancing brand awareness of ornamental betta fish products at Sumde Betta, Kedungwaru, Tulungagung. Amid the declining popularity of betta fish after the pandemic boom, Sumde Betta has maintained its business presence and expanded market reach through TikTok and Instagram. This research uses a descriptive qualitative approach with a case study method. Data were collected through in-depth interviews with the owner, social media administrators, content creators, and consumers, supported by observation and documentation of social media activities. The findings show that Sumde Betta applies a structured digital communication strategy through educational content, product visualization, storytelling, and two-way interaction. Short videos, Reels, Stories, and live streaming are used to support sales, build trust, and strengthen emotional connections with consumers. Consistent content optimization encourages audiences to move from brand awareness to brand advocacy, where consumers voluntarily recommend the brand to others. The main challenges include limited human resources, administrative workloads, and continuous content demands. These challenges are addressed through task distribution, team collaboration, and flexible audience-oriented strategies. This study confirms that effective social media optimization depends on communication strategy, brand consistency, and adaptive digital relationship management.
Keywords: social media, brand awareness, digital marketing, ornamental betta fish, Sumdebetta

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DOI: https://doi.org/10.31846/jae.v14i2.1064

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