Promotional Strategy to Strengthen the Branding for the SME Ayam Geprek Mama Ridho

Ayam Geprek (spicy smashed fried chicken) is one of the products provided by a Small and Medium-sized Enterprise (SME) Ayam Geprek Mama Ridho to meet the needs of people who want practical, affordable, and filling food. However, many people of Makassar City and its surroundings are still unaware of Ayam Geprek Mama Ridho’s existence. As a result, this product is only known and accessed by a few of the people living near the sales location of Ayam Geprek Mama Ridho. This research aims to strengthen the branding of Ayam Geprek Mama Ridho. The study employs a qualitative method with a descriptive approach through interview techniques with a sample of 10 respondents. The approach used is promotional mix analysis, which focuses on understanding the level of brand awareness and analyzing Segmenting, Targeting, Positioning (STP). The results of this study indicate that the use of video branding supported by influencers to promote Ayam Geprek Mama Ridho is effective in strengthening brand awareness. Before the promotional video, the brand awareness level was at the “unaware of brand” stage, but after the promotional video, the brand moved to the “top of mind” position. The increase in brand awareness of Ayam Geprek Mama Ridho also impacts the brand’s segmenting, targeting, and positioning strategy. This is evident from the change in the market segment, which previously was not interested in Ayam Geprek Mama Ridho, but became interested after seeing the promotional video about Ayam Geprek Mama Ridho.