Building Brand Awareness and Brand Loyalty through Social Media Marketing and Brand Equity

The development of the times that occurred was also followed by changes in the food industry. Various trends and types of food from time to time change very quickly so that they are increasingly attractive and present many choices for consumers. Marketers must be careful and smart in responding to market opportunities, especially in the current 4.0 era. Developing marketing trends must be able to follow, as well as consumer trends due to the impact of market shifts. Companies must have unique values so that they are more competitive and attractive to consumers, which can be in the form of product variants, product brands, promotion strategies, prices and distribution systems. The phenomenon of marketing success through social media which has been increasingly widespread lately is evidence of the increasing importance of the existence of social media in marketing which makes it easier for consumers and pampered. The focus and target of marketing in the current digital era is to maintain consumer loyalty, which previously was assumed to only try to get as many new customers as possible. One strategy that can be used in an effort to gain consumer loyalty is to utilize social media. Customer loyalty to a product or service can be grown through a strategy to increase brand loyalty. This paper specifically discusses how to build brand awareness and brand loyalty through social media marketing and brand equit