Peningkatan Kinerja Pemasaran Melalui Identitas Merek Budaya Dan Digital Branding (Studi Pada Reksa Craft Collection)

Abstract

This study aims to determine the actual condition and analyze the influence of Cultural Brand Identity and Digital Branding, both partially and simultaneously, on Marketing Performance at Reksa Craft Collection. The research is grounded in a real business problem, namely the company's inconsistent failure to achieve sales targets from 2021 to 2023. This condition is suspected to stem from products perceived as lacking market differentiation, along with digital promotion strategies that have not run optimally, thereby affecting overall competitiveness and business growth. This issue is important given the increasingly intense competition in the culture-based craft industry, requiring companies to strengthen their identity while maximizing digital presence to remain relevant to consumers. This study employs a quantitative method with an associative approach. From a population of 2,000 consumers who are also active social media followers, a minimum sample of 96 respondents was set using the Slovin formula with a 10% margin of error, then rounded to 100 respondents chosen via purposive sampling based on specific criteria. Primary data were collected through a 1–5 Likert-scale questionnaire that had passed validity and reliability tests, then analyzed using descriptive statistics and Multiple Linear Regression, supported by classical assumption tests to ensure the model's feasibility. The results show that Cultural Brand Identity is perceived as very strong by consumers, with an average score of 4.01, reflecting a positive assessment of the uniqueness and cultural value offered. Digital Branding is considered fairly good, although content consistency still needs improvement, in line with Marketing Performance, which remains fluctuating. Hypothesis testing proves that Cultural Brand Identity and Digital Branding each have a positive and significant partial effect, while simultaneously, both are proven to reinforce one another in improving the Marketing Performance of Reksa Craft Collection. These findings highlight the importance of synergy between brand identity and digital strategy for sustainable business growth.