The Role of Community Engagement in Implementing Social Media-Based Digital Branding Strategies to Enhance Brand Awareness (A Study of Ayam Goreng Masala)
DOI:
https://doi.org/10.59890/ijsas.v4i10.91Keywords:
Community Engagement, Digital Branding, Social Media, Brand Awareness, MSMEs, Masala Fried ChickenAbstract
This project aims to examine and analyze the role of community engagement in implementing a social media-based digital branding strategy to boost brand awareness for the MSME "Ayam Goreng Masala." Project implementation focuses on building and maintaining relationships between the MSME and its customers, social media audience, and partners through active, ongoing communication. The project methodology involves observation, documentation, social media monitoring, engagement evaluation, and partner coordination. Community engagement activities extend beyond audience interaction to support social media management, crisis management, the evaluation and approval of project deliverables, and online reputation management. Project results indicate positive interaction on Instagram and TikTok; notably, an Instagram post from August 31, 2025, garnered 14,628 views, 60 likes, 2 comments, and 6 saves. Reputation monitoring also revealed predominantly positive audience responses, alongside inquiries regarding products and business location. These findings demonstrate that community engagement plays a vital role in strengthening audience relationships, safeguarding reputation, and boosting brand awareness for the Ayam Goreng Masala MSME.
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