Digital Marketing Communication Strategy of Internet Service Provider Companies in Strengthening Brand Awareness
DOI:
https://doi.org/10.59141/jiss.v6i4.1707Keywords:
Digital Communication, Digital Marketing, Brand Awareness, InternetAbstract
In the competitive ISP industry, brand awareness is crucial for
customer retention and market growth. Digital marketing
communication strategies offer a powerful tool to enhance brand
visibility, yet their effectiveness for ISPs remains underexplored.
This study examines how ISPs in Indonesia utilize digital
communication channels to strengthen brand awareness,
identifying key strategies and their impact. A quantitative
approach was employed, with data collected from 500 internet
users via stratified random sampling. A validated questionnaire
measured variables like social media engagement, email
marketing, and brand recall. SPSS software facilitated descriptive
and regression analyses. Results indicated that social media
(69.04% adoption) and banners (47.37%) were the most effective
channels, with content relevance and interactivity significantly
boosting brand recognition (p < 0.05). Challenges included
misinformation risks and low engagement in email campaigns.
The study underscores the need for ISPs to prioritize interactive,
platform-specific content and integrate metrics-driven campaigns.
Policymakers and marketers can leverage these insights to design
targeted digital strategies, fostering trust and loyalty in a dynamic
market.
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