97 WIDYA DUTA: Jurnal Ilmiah Ilmu Sosial Budaya | VOL. 18, NO. 2|2023 STRATEGI BRAND AWARENESS PASAR MODERN INTERMODA BSD CITY Salsabila Aulia Putri 1 , Syahra Amanda Heridian 2 , Irma Juliani Fajrin 3 , Ni Gusti Ayu Ketut Kurniasari 4 Universitas Budi Luhur 1234 Abstract BSD City Intermoda Modern Market is a modern market that has a new concept. What differentiates this modern market from other modern markets is that it provides a modern market concept that is not only a place for shopping but also a place for family recreation. BSD City Intermodal Modern Market combines various concepts, including shopping, culinary tourism, children's play area (playground), and a place to gather together. BSD City Intermodal Modern Market is a modern market that is starting to develop and is currently introducing its brand as a shopping place as well as a recreation area. Where Brand Awareness is the consumer's ability to recognize brands in different situations, this can be done by brand recognition and recall of a particular brand. This research uses a qualitative descriptive method with research techniques focused on focus group discussions (FGD). FGD was carried out involving managers, consumers and traders. This research produces three things, namely access and facilities as a shopping center as well as a recreation center, then a reward strategy is given to sellers with the best service and promotions carried out through music events and promo strategies, where these three things are important components in forming a market brand awareness strategy. Modern Intermodal BSD City. Keywords Strategic, Brand Awareness, Intermoda Modern Market PENDAHULUAN Kegiatan jual beli merupakan hal yang selalu kita lakukan setap hari, kebutuhan yang diperlukan 1 2071501890@student.budiluhur.ac.id 2 2071503367@student.budiluhur.ac.id 3 2071503102@student.budiluhur.ac.id 4 ngak.kurniasari@budiluhur.ac.id mengharuskan kita untuk berbelaja ke pasar. Pasar adalah pusat transaksi jual beli yang sering dikunjungi, tak jarang banyak orang memberi berbagai JURNAL ILMIAH ILMU SOSIAL BUDAYA e-ISSN: 2988-5183 Vol: 18, No.2 2023