Enhancing Market Reach through Branding and Digital Marketing: The Case of Organic Rice in Kediri Regency

Abstract

This study aims to analyze how brand identity and digital marketing capabilities expand market reach and increase the competitiveness of organic rice in Kediri Regency through brand awareness and image. The study uses a mixed-method explanatory sequential design: a survey of 100 consumers was analyzed using SEM-PLS to test the relationships between constructs, followed by in-depth interviews with business actors that were processed in a SWOT analysis. The measurement model meets the criteria of validity and reliability, while the structural model shows that brand identity significantly increases brand awareness, which in turn strengthens image and competitiveness. Digital marketing capabilities have a direct effect on competitiveness as well as an indirect effect through increased brand awareness and image, particularly through the use of social media, marketplaces, and direct-to-consumer channels. The SWOT results emphasize the importance of strengthening the narrative of identity and product origin, standardizing packaging and digital content, ensuring quality and certification, and managing advertising costs and price-packaging structures. It is concluded that the integration of branding and digital marketing strategies is key to expanding the market reach and sustaining the competitiveness of Kediri organic ricePenelitian ini menguji bagaimana identitas dan kemampuan pemasaran digital mampu memperluas jangkauan pasar serta meningkatkan daya saing beras organic di Kabupaten Kediri. Melalui peran antara kesadaran merek dan citra merek. Survei terhadap 100 konsumen dianalisis menggunakan Partial Least Squares Structural Equation Modelling (PLS-SEM). Model pengukuran telah diatas ambang kualitas ((loading indikator ≥0,70; Average Variance Extracted ≥0,50; composite reliability ≥0,70; Cronbach’s alpha memadai; validitas diskriminan terpenuhi; tidak ada kolinearitas). Model structural menunjukkan bahwa identitas merek mampu meningkatkan kesadaran merek (β = 0,58; p < 0,001), kesadaran merek meningkatkan citra merek (β = 0,35; p < 0,001). Kapabilitas pemasaran digital berpengaruh langsung pada daya saing (β = 0,29; p = 0,003) dan tidak langsung melalui kesadaran serta citra merek. Temuan lain, menekankan pentingnya makna identitas merek, desain media sosial yang berkualitas dan penjaminan mutu penting dalam meningkatkan intensitas pembelian dan meningkatkan daya saing yang berkelanjutan.