Marketing Strategy to Build Brand Awareness of The Si Cepat Express during the Covid-19 Pandemic Risa Anandita (1), Habibi (2), Arziman Bin Amsar (3), Kukuh Lukiyanto (4*)
1), 2), 3) Management Department BINUS Online Learning, Bina Nusantara University Jakarta, Indonesia
4) Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta Indonesia
Abstract
The current growth of e-commerce encourages shipping companies to develop all their online purchase shipping needs. People have changed their habits due to the Covid-19 pandemic which has had a major impact on the growth of the shipping company business, thus requiring every company to have a good marketing strategy to maintain brand existence and survive in the midst of competition. The purpose of this study is to analyze the marketing strategy carried out by SiCepat Ekspres in building Brand Awareness during the Covid-19 pandemic. This study uses a qualitative method. The results of this research SiCepat Ekspres build brand awareness by using the Customer Loyalty Program strategy, supporting CSR, promos, as well as digital marketing such as YouTube and Instagram, and starting to switch to the TikTok platform due to increased traffic during the Covid-19 pandemic. The benefit of the results of this study is to consider making decisions to increase brand awareness through the implementation of marketing strategies that are in accordance with the target for the company, besides that for further research it can be used as a guide and reference for similar research topics.
Keywords: Brand Awareness, Covid-19, Marketing Strategy, Si Cepat Express
