STRATEGIC FRAMEWORK FOR ENHANCING BRAND AWARENESS OF MSMES FINANCING: A NEW BUSINESS LINE OF PERDANA GROUP

Authors

Aprido Galih Prayoga Institut Teknologi Bandung

DOI:

https://doi.org/10.31539/costing.v8i4.15548

Keywords:

ZETA, brand awareness, pembiayaan UMKM, pemasaran digital, model AIDA, wirausaha Gen Z, SEM-PLS, keterlibatan pelanggan, word of mouth, strategi STP, Indonesia, inklusi keuangan

Abstract

ZETA is a new business line under PERDANA GROUP that focuses on offering financing solutions for Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. This study examines strategic efforts to increase brand awareness for ZETA. Although ZETA has shown encouraging growth since its inception in 2022, it still makes up a comparatively small portion of PERDANA GROUP's total financing portfolio. Low brand awareness and limited digital engagement are identified in the study as major obstacles, especially for Gen Z entrepreneurs. The research uses a mixed-methods approach, combining quantitative analysis using Structural Equation Modeling (SEM-PLS) with qualitative insights from internal focus group discussions. The results show that brand awareness is greatly influenced by word-of-mouth, brand exposure, and customer engagement. Face-to-face interactions and tangible promotional materials enhance brand exposure and engagement. Online presence is vital for promoting consumer interaction and digital word-of-mouth. The study suggests an updated AIDA (Attention, Interest, Desire, Action) model suited to the preferences of Gen Z MSME owners, including influencer collaborations, gamified digital experiences, short-form video content, and streamlined application procedures via the THETA app. A phased execution plan of three to five years is advised. Overall, this study provides useful information for financial service providers to better meet the needs of MSMEs in Indonesia's digital economy.

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