Implementasi Inovasi Digital Marketing Terhadap Peningkatan Nilai Ekuitas Merek Dalam Bisnis Wirausaha Merdeka Tahun 2024

The Independent Entrepreneurship Program is designed to enhance students' entrepreneurial competencies through hands-on, experiential learning in the business world. One crucial aspect of student business development is the application of digital marketing innovations as a strategy to increase brand equity. This study aims to analyze the implementation of digital marketing innovations and their contribution to increasing brand equity in student businesses participating in the 2024 Independent Entrepreneurship Program. This study used a qualitative descriptive method, collecting data through observation, documentation, and the author's direct involvement during the Independent Entrepreneurship Program, particularly during an internship at PT Syailendra Bumi Investama. The implementation of digital marketing innovations was carried out through the use of social media, websites, strengthening digital brand identity, and content-based marketing communication strategies. The results show that digital marketing innovations positively contribute to increasing brand awareness, perceived quality, brand image, and consumer loyalty. Furthermore, the Independent Entrepreneurship Program has been proven to improve students' entrepreneurial skills, particularly in business management and digital marketing, thus supporting students' readiness as young entrepreneurs adapting to the development of the digital economy.