Digital Marketing Vokafe dalam Membangun Brand Awareness dan Minat Beli Mahasiswa di Sekolah Vokasi IPB
DOI:
https://doi.org/10.35870/emt.v10i4.7243Keywords:
Brand Awareness, Digital Marketing, Marketing Strategy, Purchasing InterestAbstract
Brand awareness is the initial stage before the emergence of purchasing interest. Digital marketing plays a role in building brand awareness. This study aims to analyze Vokafe's digital marketing strategy in building brand awareness and purchasing interest among students at the IPB Vocational School. This study uses a descriptive qualitative approach. Data were obtained through in-depth interviews consisting of one manager and four students as informants, participant observation, documentation, and literature studies, using source triangulation to ensure the credibility of the findings. The results show that the digital marketing strategy through Instagram contributed to increasing Vokafe's brand exposure, marked by a 2,780% growth in followers (from 5 to 144 followers) and an increase in insight to reach 5.3 thousand. The implementation of Integrated Marketing Communication (IMC) through advertising, public relations, sales promotion, personal selling, and direct marketing was able to build student brand awareness to the brand recall stage. This brand awareness develops into purchasing interest shown through information searches, purchases, repeat purchases, and recommendations to others according to the AISAS (Attention, Interest, Search, Action, Share) model stages. This study concludes that strengthening content consistency, sales promotions, and digital interactions is necessary to push Vokafe to reach top of mind.
Downloads
References
Aaker, D. A. (2020). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage, and clarity. Free Press.
Astikarani, N. M. D., & Komang, Y. W. P. I. (2024). Pemanfaatan digital marketing sebagai strategi komunikasi pemasaran efektif dan inovatif untuk menarik konsumen UMKM. Waisya: Jurnal Ekonomi Hindu, 3(2), 133–147.
Aulia, I. F., Azizah, I. N., Edi, L. C., & Mubarok, M. N. (2025). Digital Marketing Generasi-Z: Peran Media Sosial untuk Meningkatkan Brand Awareness Sekolah: Upaya Peningkatan Brand Awareness Generasi Z. Mikraf: Jurnal Pendidikan, 6(2), 16-29.
Handayani, N. H., Salsadila, N. S., & Wulandari, W. (2026). Strategi pemasaran digital dalam meningkatkan brand awareness dan minat beli pada fashion lokal di Indonesia. TEKNOBIS: Teknologi, Bisnis dan Pendidikan, 4(2), 239–249.
Harpia, H., Suyuti, H. M., Muslimin, Z., & Utha, R. (2025). Strategi promosi dalam meningkatkan minat beli konsumen pada distro Kendari (Studi pada Starcross) Kendari. Sultra Journal of Economic and Business, 6(1), 452-462.
Hartati, Q. E., & Mala, I. K. (2024). Pengaruh digital marketing terhadap perilaku konsumen di Indonesia. Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora, 4(2), 233–242.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Muhammad, A. R., Meliala, Y. H., & Putri, C. E. (2025). Pengaruh social media marketing Instagram @erigostore terhadap minat beli melalui brand awareness. Jurnal Dinamika Ilmu Komunikasi, 11(1), 156-168.
Oktaviani, F., & Rustandi, D. (2018). Implementasi digital marketing dalam membangun brand awareness. PRofesi Humas, 3(1), 1-20.
Pranogyo, A. B., & Hendro, J. (2024). Komunikasi pemasaran terpadu: Teori dan praktik efektif. CV Eureka Media Aksara.
Pratiwi, N. I., Sari, M. P., & Satria, W. I. (2024). Model komunikasi pemasaran AISAS pada konten TikTok produk Barenbliss. Media Bina Ilmiah, 18(10), 2691-2702.
Putri, D. E., Sudirman, A., Suganda, A. D., Martini, E., Susilowati, H., Bambang, F., Ferlina, A., Trenggana, M., Zulfikar, R., Handayani, T., Kusuma, G. P. E., Triwardhani, D., Rini, N. K., Pertiwi, W. N. B., & Roslan, A. H. (2021). Brand marketing. Widina Bhakti Persada.
Rasyid, F., Septiani, D. A., Aditya, B. V., & Hasan, F. Z. (2026). Pemasaran digital coffee shop dalam menarik minat beli customer. Jurnal Pendidikan Tambusai, 10(1), 3654–3662.
Ratnaningtyas, E. M., Ramli, Saputra, E., Suliwati, D., Nugroho, B. T. A., Aminy, M. H., Saputra, N., & Jahja, A. S. (2023). Metodologi penelitian kualitatif. Yayasan Penerbit Muhammad Zaini.
Sastroatmodjo, S., Fairuz, F. D., Sopaheluwakan, J., Hanifah, U., Kutoyo, M. S., Hardana, A., Arifiani, L., Ricardianto, P., Ningsih, T. S., Olfebri, Maemunah, S., Nelmida, Gunawan, Y., Konitin, R., Riady, Y., Abidin, Z., & Agusinta, L. (2025). Komunikasi pemasaran. CV Eureka Media Aksara.
Saumi, A. N., Sutrisna, E., & Mandataris, M. (2025). Pengaruh digital marketing dan brand awareness terhadap minat beli produk YOU Cosmetic di Pekanbaru. eCo-Buss, 8(2), 1075-1088.
Septyadi, Salamah, M., & Nujiyatillah, S. (2022). Literature review keputusan pembelian dan minat beli konsumen pada smartphone: Harga dan promosi. Jurnal Manajemen Pendidikan dan Ilmu Sosial, 3(1), 301–313.
Setiawan, E., Marzuki, M., & Asniar, I. (2025). Analisis konten Instagram @Boomboelezato sebagai media pemasaran untuk meningkatkan minat beli konsumen. Professional: Jurnal Komunikasi dan Administrasi Publik, 12(2), 737–744.
Sumarni, T., Rahmadani, G. O., & Refilina, Y. (2024). Penggunaan sosial media advertising dalam meningkatkan brand awareness. Indonesian Journal of Innovation Science and Knowledge, 1(4), 28-39.
Wardhana, A. (2024a). Brand management in the digital era edisi Indonesia. CV Eureka Media Aksara.
Wardhana, A. (2024b). Branding strategy di era digital. Media Sains Indonesia.
Yolanda, S. D. (2024). Strategi digital marketing dalam meningkatkan brand awareness pada grosir olshop dengan metode N. Vivo. Jurnal Lensa Mutiara Komunikasi, 8(1), 152-161.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hervina Afrianti Rahayu, Aceng Hidayat
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
