A System Dynamics Approach to Modeling Brand Awareness Growth in MSME Digital Marketing: The Case of Manoki Koe

Siska Elvani; Yakobus C.W. Siubelan; Santhy Chamdra; Kiki Windian

doi:10.63922/ijebir.v5i03.3559

Siska Elvani Lecturer, Department of Agribusiness, Faculty of Agriculture, Universitas Nusa Cendana
Yakobus C.W. Siubelan Lecturer, Department of Agribusiness, Faculty of Agriculture, Universitas Nusa Cendana
Santhy Chamdra Lecturer, Department of Agribusiness, Faculty of Agriculture, Universitas Nusa Cendana
Kiki Windian Lecturer, Department of Agribusiness, Faculty of Agriculture, Universitas Nusa Cendana

DOI: https://doi.org/10.63922/ijebir.v5i03.3559

Keywords: brand awareness, engagement, MSMEs, social media, system dynamics

Abstract

Increasing brand awareness is an important aspect for MSMEs that use social media as a digital marketing medium. However, the growth of brand awareness is not determined only by promotional intensity. It is also shaped by the relationship among user reach, content impressions, engagement, content algorithms, reinvestment capacity, and consumer saturation. This study aims to analyze the dynamics of brand awareness growth for Manoki Koe MSME products using a system dynamics approach. The model was developed through a causal loop diagram and a simulation for the 2025-2035 period. The simulation results show that user reach, content impressions, engagement, reinvestment capacity, promotional costs, and algorithmic support increased at the beginning of the period, but then declined in the following years. In contrast, consumer saturation tended to increase. These findings indicate that Manoki Koe’s digital marketing strategy should not only focus on increasing promotion, but also on content creativity, the quality of engagement, algorithm optimization, reinvestment management, and control of consumer saturation. Thus, the system dynamics approach can help MSMEs understand the behavior of brand awareness over time and design a more adaptive and sustainable digital marketing strategy.

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