Strategi Periklanan dalam Membangun Brand Awareness UMKM Binaan Rumah BUMN BNI Wonogiri
DOI:
https://doi.cibangsa.org/DOI-2026-418Keywords:
Strategi Periklanan, Strategi Periklanan, Brand Awareness, Brand Awareness, 5M of Advertising, 5M of Advertising, UMKM, UMKM, Rumah BUMN BNI Wonogiri, Rumah BUMN BNI WonogiriAbstract
Perkembangan periklanan digital memberi peluang bagi UMKM untuk memperluas pasar, tetapi banyak pelaku usaha masih menghadapi kendala pada konsistensi pesan, identitas visual, dan pemilihan media promosi yang tepat. Penelitian ini bertujuan menganalisis strategi periklanan Rumah BUMN BNI Wonogiri dalam membangun brand awareness UMKM binaan melalui model 5M of Advertising (mission, money, message, media, dan measurement) serta mendeskripsikan kontribusinya pada brand awareness (brand recognition, brand recall, dan top of mind). Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus intrinsik. Data dikumpulkan pada Januari–Februari 2026 melalui wawancara mendalam, menyimak pesan-pesan periklanan, dan dokumentasi terhadap 14 informan yang terdiri atas staf manajemen, tim kreatif, pemilik UMKM, dan konsumen. Hasil penelitian menunjukkan bahwa strategi periklanan diterapkan melalui konten rutin, storytelling, kunjungan produksi konten, event bazar, dan live selling pada TikTok dan Instagram. Strategi tersebut berpengaruh pada peningkatan brand awareness, terutama pada level brand recognition dan brand recall, sedangkan level top of mind belum tercapai secara kuat dan merata. Penelitian ini merekomendasikan konsistensi pesan, penguatan identitas visual, evaluasi berbasis data, dan penguatan kapasitas mandiri UMKM agar strategi periklanan berjalan lebih berkelanjutan.References
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