Enhancing Brand Awareness through Offline and Digital Communication: A Case Study of Andira Florist, a Micro, Small, and Medium Enterprise

Abstract

The role of Micro, Small, and Medium Enterprises (MSMEs) is strategic in supporting economic growth in Semarang City. However, the development of digital technology presents new challenges for MSMEs, particularly in terms of low brand awareness amid increasingly intense market competition. One MSME facing this challenge is Andira Florist, a flower sales business operating both offline and online. This study aims to identify the offline and digital communication strategies employed by Andira Florist to enhance brand awareness. A qualitative approach was adopted, utilizing in-depth interviews with the business owner and observations of promotional activities. The findings reveal that Andira Florist actively leverages social media, particularly Instagram, as its primary digital communication channel to introduce products and reach consumers. On the other hand, offline communication is maintained through direct customer service and collaborations with event vendors such as weddings or decorations. This integrated communication strategy is deemed effective in building brand image. The synergy between digital and face-to-face communication, along with consistent customer engagement, are key factors in enhancing brand awareness and ensuring the sustainability of SMEs amid market dynamics.