Soft Selling Communications Strategies in Building Brand Awareness for “Sasa” on Raditya Dika’s YouTube Account Content

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Education-based soft selling communication strategy effectively builds brand awareness for Sasa.
Collaboration with influencers like Raditya Dika on YouTube significantly enhances audience engagement.
Utilizing digital technology fosters a personal connection with the audience through educational content.
The qualitative research identifies key elements such as target audience and communication effects.

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Qualitative analysis reveals effective soft selling strategies for brand awareness in Sasa's YouTube content.

Baihaqi et al. (2025) studied this question.

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