Implementation of Digital Marketing Strategies to Enhance Brand Awareness of Indonesia’s Traditional Essential Oils

Abstract

This study analyzes the implementation of digital marketing strategies to enhance brand awareness in Indonesia’s traditional essential oil industry, with a specific focus on heritage-based products. As digital transformation continues to reshape consumer behavior, social media platforms such as Instagram, Facebook, and TikTok have emerged as effective tools for brand promotion. Employing a descriptive qualitative approach, this research collected data from 10 informants, comprising business owners, internal staff, and consumers, through in-depth interviews, observations, and documentation of digital marketing activities. The findings indicate that visually appealing content, collaborations with local influencers, and consistent educational and promotional messaging play a significant role in strengthening brand image and increasing audience engagement, while interactive digital features encourage direct consumer involvement. Nevertheless, challenges persist, particularly in the limited utilization of digital data analytics and the absence of targeted market segmentation. This study contributes practically by offering actionable insights for MSMEs to optimize digital marketing strategies while preserving cultural identity, and academically by extending the literature on digital marketing and brand awareness in the context of traditional and culture-based products using a qualitative perspective. These findings highlight the strategic importance of digital transformation for enhancing the competitiveness of heritage-based MSMEs in the digital era.