Proposed Strategy to Increase Brand Awareness in the Digital Market through Influencer and Content Marketing for SHAKTI Spice Product
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The low brand awareness of SHAKTI, a chili powder product owned by PT Sathrusi Komoditi Indonesia, presents a major challenge for entering Indonesia's competitive digital market, despite offering high-quality, halal-certified products, SHAKTI’s digital marketing efforts remain underdeveloped, this study investigates how influencer marketing and content marketing impact the improvement of brand awareness, a mixed-method approach was adopted, with quantitative data collected from 130 potential consumers via structured questionnaires, and qualitative data obtained through in-depth interviews with three internal stakeholders, multiple regression analysis revealed that both influencer marketing (? = 0.524) and content marketing (? = 0.405) significantly influence brand awareness, with an explanatory power of R² = 0.766 the proposed strategies include enhancing educational and visual content on Instagram, collaborating with relevant micro-influencers, optimizing marketplace listings, and initiating a digital loyalty program, all of these findings highlight the importance of integrating influencer and content marketing strategies to sustainably increase SHAKTI’s digital brand visibility.
Copyright (c) 2025 Abirackshaan Wirajaya, Novika Candra Astuti
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