Track: Entrepreneurship and Innovation

Abstract

Massive and global changes related to the Covid 19 pandemic have forced the industry to divert some of its activities through online media. The conventional activities of the business must be transferred online, including branding and marketing. Digital branding and online marketing must be optimized to make a business survive and grow. This research aims to be able to answer this online revolution phenomenon by implementing the right business strategy for small businesses. This research focuses on case study analysis on online marketing strategies and digital branding applied by the contemporary beverage business with the Qju brand. This study concludes that the communication strategy on online media carried out by Qju includes four things: product information, services, purchases, and advertising. The communication strategy has been proven to be effective with increased sales and favorable customer growth rates. The redundancy, informative, persuasive, and educational communication methods implemented have proven to invite positive responses from target consumers. Digital branding carried out by Qju through online media can be successful with increased customer growth rate, customer satisfaction index, and customer retention rate.  This study's results are significant and can be used as recommendations for other small businesses to be able to maximize their marketing strategy through online media and use the right communication methods to increase the digital branding of their business products