Increasing Brand Awareness of Precious Metal Trading MSMEs in Samarinda Through SWOT and VPC Analysis of Digital Marketing Strategies (Case Study of EOA Gold)
Keywords:
SWOT, VPC, digital marketing, brand awareness, EOA GoldAbstract
This study aims to increase brand awareness of MSME precious metal trading businesses in Samarinda City through SWOT analysis and Value Proposition Canvas (VPC) to formulate appropriate digital marketing strategies. Using a qualitative descriptive approach, data was collected through interviews, observations, and documentation of five MSMEs and their customers. The results show that although the products and services of MSMEs are competitive, limitations in branding, a lack of educational content, and low digital transparency are major obstacles in building consumer trust. SWOT analysis reveals strengths in price flexibility and personalized services, but significant weaknesses in low digital literacy and the absence of a clear brand identity. Meanwhile, VPC shows that consumers need proof of authenticity, transaction security, and transparent pricing information before purchasing gold from MSMEs. The integration of SWOT and VPC resulted in key strategies such as strengthening educational content, enhancing brand identity, utilizing digital features, and providing proof of product authenticity to build credibility. These findings confirm that targeted, consumer-based digital marketing is key to increasing brand awareness of precious metal SMEs in Samarinda.
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