Digital Communication Strategy in Building Brand Awareness and Brand Image (Case Study of Liza House Beauty Langsa)

This study aims to analyze the effectiveness of digital communication strategies in building brand awareness and brand image in local beauty businesses, with a case study on Liza House Beauty Langsa. In the digital era marked by changes in consumer behavior and the dominance of social media, understanding digital communication strategies is crucial for business sustainability and growth. This study refers to marketing communication theory and digital communication theory. The approach used in this study is qualitative with a constructivism paradigm, where researchers view social reality as a result of interactive construction between subjects and objects. Data were collected through observation, in-depth interviews with business owners and Liza House Beauty social media admins, and documentation of digital communication activities carried out by this business on various platforms such as Instagram, TikTok, and Shopee. The results of the study show that Liza House Beauty has succeeded in building strong brand awareness through consistent educational, interactive, and promotional content on social media, such as live streaming, giveaways, and collaborations with influencers. The digital communication strategy implemented also creates a positive brand image as a professional, trusted, and friendly beauty shop for various consumer segments. In addition, this study found that the success of Liza House Beauty was not only influenced by digital promotional activities, but also supported by a deep understanding of consumer needs, innovation in content, and adaptation to changes in social media algorithms