72 Chapter 5 Conclusion & Recommendation 5.1 Conclusion This study is aimed to address three research questions: the current internal and external analysis of Zojirushi tumbler, social media activities that influence brand awareness of Zojirushi tumbler, and the recommended marketing strategies to increase the brand awareness of Zojirushi tumbler. RQ1: What is the current internal and external analysis of Zojirushi. Internal analysis is conducted with marketing mix, STP analysis, and VRIO analysis. From the internal analysis, it is known that Zojirushi tumbler is a premium product with strong brand reputation, high quality and advanced vacuum insulation technology. However, its premium price and minimalist design will be less appealing to consumers, especially the younger consumers that like trendy products. External analysis is conducted with PESTEL analysis, Porter’s Five Forces, and consumer analysis through survey. From the external analysis, it is known that the tumbler products are growing due to the increased awareness on sustainability and reducing single use plastic. The competition in the market is also high due to the low regulation from the government allowing many brands to enter the market from local and global. Competitors entered the market by utilizing social media to gain attention from younger consumers hence the higher awareness in younger consumers for competitors. In terms of consumer, aspects of social media activities have a positive impact on brand awareness. RQ2: What are the social media activities that influence Zojirushi brand awareness. 73 Instagram and TikTok have become the key platforms to reach younger consumers in Indonesia. TikTok is significant to younger consumers due to its viral trends and engagements while Instagram is still top platform to discover brand for younger consumers. Therefore, Zojirushi should use Instagram and TikTok as the focus social media platform to build its presence to younger consumers and increase its brand awareness. In this study, entertainment, interaction, trendiness, advertisement, and customization aspects of social media have a positive impact on brand awareness. It is found that advertisement and entertainment aspects are the top two aspects in social media activities that impact positively towards brand awareness. Advertisement aspect on social media marketing activities can be defined as effort from brands to promote and advertise campaigns and their products in social media with the objective to increase sales and build customers (Bilgin, 2018). The social media advertising that can be focused are social media influencers and social media ads in the form of display and video (Poulis et. al, 2019; Hilmyansyah & Noviandi, 2021). Entertainment aspect of social media has become important to influence users’ participating behavior and creates positive emotions which results in their intention to use continuously (Kang, 2005).