Brand Awareness Enhancement Strategy of PT Kawan Lama Through ECommerce A Case Study of the ruparupa Application

This study analyzes the digital marketing strategies used by PT Kawan Lama to increase brand awareness of the ruparupa application through e-commerce platforms such as Shopee, Tokopedia, and TikTok Shop. Using a qualitative descriptive approach through platform observation and in-depth interviews, the study finds that ruparupa utilizes banners, paid keywords, vouchers, free shipping, affiliates, and live commerce to introduce the brand to a wider audience and build trust through its association with established brand units. These strategies align with Uses and Gratifications Theory, as promotional content is designed to meet consumers’ needs for information, convenience, and economic benefits. However, the effectiveness of these efforts is constrained by marketplace regulations that limit cross-platform promotion, algorithm-based advertising that narrows audience reach, intense price competition, and consumer behavior that prioritizes efficiency over brand exploration. Additionally, rising platform fees, taxes, and heavy dependence on discounts present challenges to sustaining long-term brand loyalty. Overall, while e-commerce platforms effectively enhance brand awareness, strategic optimization is required to strengthen ruparupa’s long-term brand equity beyond promotional periods.