STRATEGI MEMBANGUN BRAND AWARENESS PADA ERA SOCIETY 5.0 MELALUI OPTIMALISASI INFLUENCER SEBAGAI AGEN KOMUNIKASI DIGITAL

Abstract

The development of digital technology in the Society 5.0 era has transformed public communication patterns from one-way communication to a more interactive, personalized, and data-driven model. This situation has encouraged the emergence of influencers as digital communication agents capable of shaping audience perceptions, attitudes, and behaviors through social media. This study aims to analyze the role of influencers in building brand awareness and identify strategies for optimizing influencers in the Society 5.0 era. The study used a qualitative approach with library research. Data was obtained from various scientific sources, including books, national and international journal articles, and research reports relevant to the themes of Society 5.0, digital communication, influencers, and brand awareness. The results indicate that influencers play a strategic role as digital opinion leaders capable of increasing brand awareness through credibility, authenticity, digital storytelling, and audience engagement. Effective strategies for building brand awareness include strengthening influencer credibility, developing authentic content, implementing digital storytelling, and engaging with audiences. The research findings confirm that successful brand awareness in the Society 5.0 era is determined not only by information exposure but also by the ability to build trust, emotional connections, and sustained audience participation.