The Role of Google Maps, Social Media, and Brand Identity in Raising Brand Awareness at the Gemilang Jaya Coffe Factory, Pasar Muara Bungo Subdistrict Bungo Regency

Adella  Zurnia; Dini Elida Putri; Fenisi Resty

doi:10.63922/ijebir.v5i05.6446

Adella Zurnia Faculty of Law and Business Economics, Dharmasraya University of Indonesia, Jl Lintas Sumatera Km.18 Koto Baru, Dharmasraya Regency, West Sumatera
Dini Elida Putri Faculty of Law and Business Economics, Dharmasraya University of Indonesia, Jl Lintas Sumatera Km.18 Koto Baru, Dharmasraya Regency, West Sumatera
Fenisi Resty Faculty of Law and Business Economics, Dharmasraya University of Indonesia, Jl Lintas Sumatera Km.18 Koto Baru, Dharmasraya Regency, West Sumatera

DOI: https://doi.org/10.63922/ijebir.v5i05.6446

Keywords: Brand Awareness, Brand Identity, Google Maps, Social Media, Gemilang Jaya Coffe Factory

Abstract

This study aims to analyze the role of Google Maps, social media, and brand identity in enhancing brand awareness at the Gemilang Jaya Coffee Factory, Pasar Muara Bungo District, Bungo Regency. This focus is driven by the intensifying competition within the local coffee industry, which demands the strategic utilization of digital marketing and brand reinforcement. A descriptive qualitative research method was employed in this study. Data collection was conducted through direct observation, documentation, and in-depth interviews with six informants, including the business owners, business-to-business (B2B) clients, and individual buyers. The gathered data were analyzed using data reduction, data display, source triangulation, and conclusion drawing techniques. The results indicate that Google Maps plays a crucial role in improving geographical accessibility and expanding business visibility for new consumers and out-of-town business partners. The brand identity elements, represented by an iconic thumb logo and informative packaging design, serve as a primary differentiator that effectively establishes consumer brand recall. Conversely, social media platforms (Instagram and WhatsApp) contribute to product introduction, yet their effectiveness remains sub-optimal due to inconsistent content management and a lack of active promotional scheduling. Accumulatively, the brand awareness of the Gemilang Jaya Coffee Factory is remarkably strong in the local market, heavily sustained by consistent product quality and organic word-of-mouth recommendations. The implications of this study suggest that management should optimize information updates on Google Maps and implement an active social media content calendar to sustain market retention.

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