Tinjauan Literartur Sisematis Strategi Brand Awareness
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Abstract
Penelitian ini bertujuan untuk meninjau secara sistematis literatur mengenai strategi brand awareness dalam konteks bisnis modern yang dipengaruhi oleh transformasi digital, keberlanjutan, dan kesiapan organisasi. Brand awareness dipandang sebagai konstruksi multilevel yang tidak hanya terkait dengan identitas merek, tetapi juga perilaku konsumen berkelanjutan serta kemampuan organisasi dalam mengelola perubahan budaya dan teknologi. Metode penelitian menggunakan pendekatan tinjauan literatur sistematis dengan kerangka PRISMA, yang menyaring publikasi relevan dari basis data SCOPUS periode 2016–2025. Dari 2.022 artikel awal, 19 artikel memenuhi kriteria inklusi dan dianalisis lebih lanjut. Hasil kajian menunjukkan bahwa media sosial, konten digital, dan Electronic word-of-mouth (EWOM) berperan signifikan dalam meningkatkan brand awareness melalui jangkauan yang lebih luas, interaksi pelanggan yang lebih dalam, dan pembentukan citra merek. Faktor penguat lain yang teridentifikasi adalah kreativitas tenaga penjualan, empowerment manajerial, serta persepsi terhadap iklan digital. Indikator utama brand awareness mencakup frekuensi posting, kualitas konten, interaksi audiens, kualitas situs web, serta integrasi dengan kerangka ekuitas merek berbasis pelanggan. Namun, penelitian juga menemukan hambatan konseptual, operasional, dan kebijakan dalam pengukuran brand awareness, terutama pada konteks UKM. Variasi definisi, keterbatasan data digital, bias metodologis, serta perubahan algoritma platform menjadi tantangan yang memengaruhi validitas dan konsistensi hasil. Oleh karena itu, diperlukan kerangka evaluasi yang terstandar, sederhana, dan kontekstual agar pengukuran awareness dapat mendukung strategi pemasaran, keberlanjutan, serta daya saing perusahaan di pasar modern.
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