S udies Managemen and Finance Economics, o Jou nal
0504-2644 (online): ISSN 0490,-2644 (p in ): ISSN
5202 Oc obe 10 Issue 80 Volume
8.317 Fac o : Impac ,11-i10-10.47191/je ms/ 8 DOI: A icle
7667 -6673 No: Page
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6673
The E ec i eness o Digi al Ma ke ing in Inc easing B and Awa eness o he
Join Business G oup (KUB) Mu ia a Baha i Ka awang
Laili Sa i i Noo 1, A i He mawa i2, A eniyan i3, Bayu Re no W.4, Wa da us Shalilha5, Alyah I ie A anda.A.S6
1,2,3,4,5,6 Facul y o Economics and Business, Uni e si as Pancasila
ABSTRACT: The Mic o, Small and Medium En e p ises (MSME) G oup o Fishe men and Family Wel a e Empowe men (PKK)
membe s o Sungai Bun u Village p oduces ozen p ocessed ish unde he b and Mu ia a Baha i. They aim o inc ease b and
awa eness, enhance cus ome engagemen , and gene a e be e sales h ough e ec i e social media ma ke ing campaigns.
Mu ia a Baha i's lagship p oduc s ha e a unique as e, which has gained signi ican popula i y among he public, especially in
Ka awang Regency. This esea ch aims o e alua e he e ec i eness o digi al ma ke ing h ough social media (Ins ag am) in
inc easing he b and awa eness o "Mu ia a Baha i" ozen p ocessed ish p oduc . This s udy uses a quali a i e desc ip i e
app oach. The esea ch sample was selec ed using pu posi e sampling echnique, o aling 60 esponden s. Analysis was
conduc ed using desc ip i e analysis by conside ing he di e si y o app oaches, indings, and in e p e a ions. The esul s show
ha he digi al ma ke ing s a egies implemen ed by he MSME g oup o ishe men and PKK membe s in Sungai Bun u Village
using he EPIC model (Empa hy, Pe suasion, Impac , Communica ion) is p o en e ec i e. Fu he mo e, he b and awa eness o
he "Mu ia a Baha i" ozen p ocessed ish p oduc inc eased due o he use o Ins ag am social media as a digi al ma ke ing ool
implemen ed by he MSME G oup o Fishe men and PKK membe s o Sungai Bun u Village.
KEYWORDS: Digi al Ma ke ing, B and Awa eness, Mu ia a Baha i Join Business G oup
I. INTRODUCTION
Indonesia ep esen s a highly po en ial ma ke o he digi al economy, o e ing nume ous ad an ages o MSME ha
a e able o ans o m by le e aging digi aliza ion. Digi aliza ion will c ea e e iciencies ha make i easie o MSME o un hei
businesses, such as e iciency in p oduc ion cos s, anspo a ion, wa ehousing, e en p omo ions a e su icien h ough social
media pla o ms such as Facebook, Ins ag am, Twi e , and o he s. Howe e , such ac i i ies mus be ca e ully packaged o ensu e
maximum esul s. Digi aliza ion is needed o expand he ma ke ing ne wo ks, so ha i can pene a e a ious egions o o he
coun ies, ela ed o ce ain p oduc s and access o ma ke ing can be u he expanded. Business ac o s op imize online ma ke ing
and digi al b anding as communica ion ools wi h hei a ge consume s. Gi en his si ua ion, b and ac o s mus espond quickly
and app op ia ely by adjus ing hei sales s a egies. S a ing om ocusing on digi al ma ke ing h ough e-comme ce websi es,
social media, sea ch engines, ma ke places sales, and o ming a e-selle eam o dis ibu e p oduc s. Ma ke ing is also ela ed o
p omo ion, and c ea i i y in b anding is an absolu e necessi y. B anding ac i i ies a e di e se, anging om “shop om home”
campaigns, online b anding, social media, o icial websi es, c ea ing online es i als by o e ing special discoun s and mo e. Wi h
digi al ma ke ing, communica ion and ansac ions can be done a any ime ( eal ime) and can be accessed o all domes ic
ma ke s and e en global ma ke s. Consume s can easily b owse p oduc s online, mos o he in o ma ion abou a ious p oduc s
is al eady a ailable on he in e ne , ease o o de ing and consume s can compa e one p oduc wi h ano he (1).
The MSME sec o is also con ibu es signi ican ly o G oss Domes ic P oduc (GDP), which has shown s eady g ow h o e
he pas i e yea s. One o he MSME in Ka awang Regency, namely a join business g oup (KUBE) o ishe men and PKK membe s
in Sungai Bun u Village, has ozen p ocessed ish p oduc such as Fish Nugge s, Dimsum, and Fish Balls unde he b and "Mu ia a
Baha i". This g oup aims o inc ease b and awa eness, enhance cus ome engagemen , and gene a e highe sales h ough
e ec i e social media ma ke ing campaigns. Mu ia a Baha i's lagship p oduc s ha e a unique as e, which is becoming
inc easingly popula , especially among Ka awang Regency esiden s, as o de s inc ease. Consume s end o choose amilia b ands
because hey a e conside ed sa e, eliable, and o high quali y. Based on his, he MSME g oup behind Mu ia a Baha i aspi es o
expand i s ma ke each. Howe e , he challenge aced is how o inc ease Mu ia a Baha i b and awa eness in he inc easingly
The E ec i eness o Digi al Ma ke ing in Inc easing B and Awa eness o he Join Business G oup (KUB) Mu ia a
Baha i Ka awang
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6674
globalized digi al e a. B anding i sel is he p ocess o c ea ing a unique iden i y and di e en ia ing p oduc s o se ices ha
al eady exis in a highly compe i i e ma ke . Acco ding o Ko le & Kelle (2021), b anding in ol es c ea ing a s ong and posi i e
pe cep ion in he minds o consume s. The main elemen s o b anding include logos, names, messages and consis en designs.
E ec i e b anding can inc ease p oduc appeal, cus ome loyal y, and compe i i eness (2).
II. LITERATURE REVIEW
Digi al ma ke ing has become a key componen o mode n ma ke ing s a egies. I u ilizes a ious digi al pla o ms and
echnologies o c ea e, communica e, and deli e messages o a ge consume s. Acco ding o Rachmadi (2020), digi al ma ke ing
is a s a egy o ma ke ing p oduc s and se ices using digi al media as a p ima y channel Sulaksono & Niza (2020) de ine digi al
ma ke ing as a p ocess o p omo ion and ma ke explo a ion conduc ed online h ough a ious digi al pla o ms such as social
ne wo ks. This includes p oduc ma ke ing h ough digi al media and he in e ne . The e a e many ad an ages in digi al ma ke ing
compa ed o adi ional ma ke ing. Digi al ma ke ing is a ype o ma ke ing ha u ilizes digi al de ices and channels o ma ke
p oduc s and se ices and s eng hen bonds wi h cus ome s (11). Mahlawa i e al., (2024) (12) s a ed ha digi al ma ke ing has
a ious bene i s, including ela i ely low cos s and he abili y o a ac cus ome s con inuously. Meanwhile, Fadly & Su ama
(2020), s a ed ha digi al ma ke ing is an e ec i e s a egy in u ilizing he in e ne o each a la ge ma ke (13). In his con ex ,
digi al ma ke ing is no jus a ma ke ing e o , bu a p og am ha is closely ela ed o digi al echnology and communica ion o
achie e ma ke ing goals. The e o e, i can be concluded ha digi al ma ke ing is a e y impo an s a egy in acing dynamic
ma ke changes and ad ancemen s in in o ma ion echnology.
E ec i eness Measu emen The e ec i eness o a p omo ion can be de e mined h ough p ope measu emen . The
EPIC model is a sui able model o measu ing he e ec i eness o a p omo ion. F eddy Rangku i (2008) (15) e ealed ha he EPIC
model, ini ia ed by AC Nielsen (a ma ke ing esea ch company wi h a wo ld-class epu a ion), has ou c i ical dimensions:
Empa hy, Pe suasion, Impac , and Communica ion. The EPIC Model has ad an ages in measu ing he e ec i eness o p omo ions
compa ed o o he models. This allows businesses o iden i y weaknesses in speci ic a eas and implemen a ge ed imp o emen s
o inc ease he o e all e ec i eness o p omo ions.
B and Awa eness Acco ding o Nu aj i & Chali (2021), (20) b and awa eness is a ma ke ing e m ha desc ibes he le el
o consume ecogni ion o a p oduc by i s name. I is o en conside ed in ma ke ing as a le el o consume awa eness o a
business. B and awa eness is used o measu e he abili y o po en ial cus ome s o no only ecognize a b and image, bu also
associa e i wi h pa icula company's p oduc s o se ices. Resea ch on b and awa eness has g own in e na ionally since 1997 as
pa o he expanding ield o b and managemen . Acco ding o Anang Fi mansyah (2019), (21) b and awa eness e e s o a
consume ’s abili y o ecall o ecognize a b and spon aneously o a e being p omp ed wi h keywo ds. The e a e se e al key
indica o s ha can be used o measu e he success o b and awa eness. He e a e six indica o s ha you can pay a en ion o: 1.
B and Imp ession. This indica o measu es he numbe o i s imp essions o esponses ha appea in he minds o consume s
when hey hea o see a b and. 2. B and Recall. This indica o measu es he ex en o which consume s can emembe he b and
when hey a e gi en a ce ain s imulus. 3. Pu chase Decision. This indica o measu es he ex en o which b and awa eness
in luences consume s’ pu chasing decisions. 4. B and Recogni ion. This indica o measu es he ex en o which consume s can
ecognize he b and based on isual elemen s such as logos o slogans. 5. B and Reach. This indica o measu es he ex en o
which he b and can eaches i s a ge audience. 6. B and Consump ion. This indica o measu es he equency and in ensi y o
consume s use he b and's p oduc s o se ices. These indica o s help e alua e how well a b and is posi ioned in he consume s
minds and how e ec i ely b and awa eness d i es consume beha io .
III. RESEARCH METHODS
This esea ch uses a quali a i e desc ip i e app oach, which u ilizes quali a i e da a desc ibed in de ail. Quali a i e
desc ip i e esea ch is gene ally used o analyze a phenomenon, e en , o social condi ion. I combines wo me hods: desc ip i e
and quali a i e. This esea ch will p esen he da a esul s as hey a e, wi hou any manipula ion.
The esea ch sample in his s udy uses a pu posi e sampling echnique, based on speci ic conside a ions. The selec ed
sample consis ed o 60 esponden s, p ima ily women (housewi es) who had pu chased he p oduc and ac i ely used Ins ag am.
The majo i y o ozen ood consume s we e iden i ied as mo he s, making hem a ele an a ge g oup. The selec ion o hese
esponden s was based on he pu pose o he s udy, on Ins ag am use s in Sungai Bun u Village. The analysis was ca ied ou wi h
desc ip i e analysis by conside ing he di e si y o app oaches, indings, and in e p e a ions, hen conduc ing 1) no mali y and
alidi y es ing; 2) ela i e compa ison analysis and 3) Like -scale measu emen . Addi ionally, Mean Sco e Analysis was applied
The E ec i eness o Digi al Ma ke ing in Inc easing B and Awa eness o he Join Business G oup (KUB) Mu ia a
Baha i Ka awang
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6675
o compa e he indica o s o each a iable in he esea ch model.
IV. RESULTS AND DISCUSSION
Resea ch Objec P o ile. The Join Business G oup (KUB) engaged in he p oduc ion o ozen p ocessed ish p oduc
unde he b and "Mu ia a Baha i", was es ablished in Augus 2024. The business has shown signi ican g ow h, la gely d i en by
he in ol emen o PKK membe s, whe e many PKK p og ams equi e nu i ious ood consump ion, c ea ing demand ha is me
h ough he g oup’s p oduc ion o ish nugge s, dim sum, and ish mea balls (Mu ia a Baha i’s lagship p oduc s) (22). The g oup
employs digi al ma ke ing s a egies p ima ily h ough Ins ag am as i s main p omo ional pla o m.
Based on he esul s o desc ip i e da a p ocessing on digi al ma ke ing wi h he EPIC model (Empa hy, Pe suasion,
Impac , Communica ion) as ollows:
Table 1. E ec i eness o EPIC
Dimension
A e age
Ca ego y
Empa hy (E)
4.07
High
Pe suasion (P)
3.93
Fai ly High
Impac (I)
3.80
Fai ly High
Communica ion (C)
4.05
High
EPIC A e age
3.96
High
Based on able 4.1. abo e, i can be analyzed ha o he ou EPIC dimensions in measu ing he e ec i eness o social media
ad e ising, he one wi h he highes alue o mos e ec i e is he Empa hy dimension o 4.07 compa ed o he o he h ee
dimensions. To ind ou he ex en o which he ad e isemen displayed by he Join Business G oup (KUB) wi h he b and
"Mu ia a Baha i" is e ec i e, he EPIC a e alue is 3.96, his illus a es ha he p omo ional media ca ied ou h ough Ins ag am
by he Join Business G oup (KUB) is e y e ec i e, because i is in he ange o 3.26–4.00.
The pe suasion dimension explains wha a p omo ion can do o con ince consume s. The esul s show ha he pe suasion
dimension achie ed an a e age sco e o 3.93. This indica es ha ad e ising con en on social media has an impac and appeal o
he ad e ised p oduc s. The ad e ising con en displayed by he Join Business G oup (KUBE), wi h i s ozen ood p oduc s on
Ins ag am, is belie ed o be able o a ac in e es and inspi e us among esponden s, leading hem o pu chase he p oduc s
o e ed.
The impac dimension had an a e age sco e o 3.80. This indica es ha he social media p omo ional ad e ising displayed
by he Join Business G oup (KUB) o i s F ozen Food p oduc s, wi h i s a ious c ea i e and engaging con en designs, has c ea ed
consume desi e o pu chase he p oduc s o e ed.
P omo ions ca ied ou h ough Ins ag am, by he Join Business G oup (KUB), whe e he Communica ion dimension is
alued a 4.05, his indica es ha his p omo ion is e y e ec i e and is able o communica e he main message and he imp ession
le on consume s h ough Ins ag am social media.
A e analyzing he E ec i eness o Digi al Ma ke ing wi h he EPIC model using Ins ag am abo e, i can be said ha he
p omo ion o F ozen P ocessed Fish p oduc s om he Join Business G oup (KUB) b and "Mu ia a Baha i" has been said o be
E ec i e. Fu he mo e, he esea che will analyze B and Awa eness. Based on he esul s o desc ip i e da a p ocessing abou
B and Awa eness wi h he dimensions o B and Imp ession, B and Recall, Pu chase Decision, B and Recogni ion can be seen in
he able below:
Table 2. Desc ip i e B and Awa eness
Dimension
A e age
Ca ego y
Empa hy (E)
4.07
High
Pe suasion (P)
3.93
Fai ly High
The E ec i eness o Digi al Ma ke ing in Inc easing B and Awa eness o he Join Business G oup (KUB) Mu ia a
Baha i Ka awang
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6676
Impac (I)
3.80
Fai ly High
Communica ion (C)
4.05
High
EPIC A e age
3.96
High
Based on he esul s o he Desc ip i e analysis in able 4.2, i can be seen ha he B and Reach dimension has he highes
alue o 4.11, whe e he measu emen esul s s a e ha he F ozen Food b and "Mu ia a Baha i" can each he a ge audience.
The B and Recogni ion dimension has a alue o 4.08, whe e he measu emen esul s s a e ha consume s eally ecognize he
b and when hey see isual elemen s such as logos o slogans. Consume s a e able o quickly ecognize he b and "Mu ia a Baha i"
when hey see o hea i .
The B and Consump ion dimension has a alue o 4.05, his alue s a es ha consume s o en use ozen ood p oduc s o
he b and "Mu ia a Baha i", and consume s make epea pu chases wi h la ge pu chases o consume s consuming p oduc s o
ha b and. Consume s ac i ely use he b and "Mu ia a Baha i" in e e yday li e, his shows ha b and awa eness o he b and
"Mu ia a Baha i" has succeeded in encou aging consume adop ion and loyal y.
B and Recall has a alue o 4.02, his alue can measu e well abou consume s being able o emembe he b and "Mu ia a
Baha i" when consume s a e gi en ce ain s imuli. The B and Imp ession dimension has a alue o 4.01, his alue can s a e ha
he i s imp ession o esponse ha appea s in he minds o consume s when hey hea o see he b and "Mu ia a Baha i", is e y
posi i e. The Pu chase decision dimension has a alue o 3.96, his alue measu es b and awa eness has a s ong in luence on
pu chasing decisions. Consume s choose he well- known b and "Mu ia a Baha i" o e compe ing b ands. I consume s choose
he b and "Mu ia a Baha i" consis en ly o e compe ing b ands, his shows ha b and awa eness "Mu ia a Baha i" has
success ully in luenced hei pu chasing decisions.
The esul s o he s udy show ha digi al ma ke ing using social media (Ins ag am) by he Join Business G oup (KUBE) wi h
F ozen p ocessed ish p oduc s b and "Mu ia a Baha i" can be said o be e ec i e, igh on a ge . This s a emen is p o en by he
esul s o he desc ip i e alue o he E ec i eness o Digi al Ma ke ing wi h he EPIC model o 3.96 whe e he alue is in he
ange o 3.26–4.00, and he esul s o he desc ip i e alue o B and Awa eness o 4.04, whe e he alue is in he ange o 4.00–
5.00. This is p o en by he Join Business G oup (KUBE) wi h F ozen Food p oduc s b and "Mu ia a Baha i" he use o social media
(Ins ag am) has been able o inc ease hei B and Awa eness.
V. CONCLUSION AND SUGGESTIONS
Conclusion. Based on he esul s o he esea ch on he e ec i eness o digi al ma ke ing in inc easing b and awa eness
o he Join Business G oup (KUB) Mu ia a Baha i in Ka awang, he esea che can conclude as ollows: 1. Digi al ma ke ing h ough
Ins ag am, e alua ed using he EPIC model, was p o en e ec i e. Because each dimension o EPIC showed numbe s in he ange
o 3.26–4.00. 2. B and awa eness o F ozen P ocessed Fish P oduc s b and "Mu ia a Baha i" inc eased due o he exis ence o
Ins ag am social media as a digi al ma ke ing ool implemen ed by he MSME G oup o Fishe men and PKK membe s o Sungai
Bun u Village as e idenced by a desc ip i e alue o 4.04 which is in he ange o 4.00–5.00.
Sugges ion. Based on he conclusions abo e, he esea che p o ides sugges ions: 1. The use o digi al ma ke ing wi h
Ins ag am needs o be imp o ed in he Impac dimension, namely ad e ising con en p o ides clea in o ma ion abou ozen
p ocessed ish p oduc s ha a e nu i ious and heal hy o he communi y. 2. Fo he Empa hy dimension, i is e y necessa y o
main ain he quali y o he p oduc and he appea ance o ad e isemen s on Ins ag am. 3. The Pu chase Decision dimension on
B and Awa eness mus be imp o ed by means o a ac i e p omo ional s a egies wi h discoun s o quan i y discoun s so ha
consume s always buy and use p oduc s om he b and "Mu ia a Baha i".
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