Digital Branding Sebagai Strategi Meningkatkan Brand Awareness dan Customer Engagement: Studi Awal pada Mazaya Fit

Abstract

The tranformation of marketing communications to the digital realm requires fitness brands to not only build brand awareness but also foster active audience engagement. This research is important because studies on digital branding in the fitness industry have been limited in their simultaneous examination of brand awareness and customer engagement, particularly at women-only gyms. This study aims to analyze Mazaya Fit’s digital branding activities in developing these two aspects. Using a descriptive qualitative approach, data were collected through social media analytics, interviews with partners, and interviews with seven non-member audience members, and were then analyzed using descriptive-qualitative methods. Preliminary findings indicate that Mazaya Fit’s identity as a women-only, comfortable, and private gym has been clearly conveyed through visual consistency and messaging. However, customer engagement remains suboptimal due to the dominance of promotional content, limited active interaction, the mirroring of Instagram and TikTok content, and a lack of easily accessible transactional information. These findings highlight the need to strengthen digital branding strategies to make them more interactive, personalized, and adaptable to the unique characteristics of each platform.