Academy of Strategic Management Journal Volume 20, Special Issue 2, 2021 1 Marketing Management and Strategic Planning 1939-6104-20-S2-175 DIGITAL MARKETING: IMPLEMENTATION OF DIGITAL ADVERTISING PREFERENCE TO SUPPORT BRAND AWARENESS Doni Purnama Alamsyah, Bina Nusantara University Indriana, Bina Nusantara University Chyntia Ika Ratnapuri, Bina Nusantara University Rudy Aryanto, Bina Nusantara University Norfaridatul Akmaliah Othman Universiti Teknikal Malaysia Melaka ABSTRACT Management information system is important to be part of company operation. Its implementation through digital marketing in marketing side. Based on digital marketing issue, so this study aims to examine the position of digital advertising preference as the implementation of digital marketing on company. The study is conducted by analyzing consumer needs and consumer brand awareness. It is conducted by survey to 205 consumers who have experience in accepting of digital advertising. Path analysis is conducted by using SmartPLS to examine the research hypothesis. The research findings are stated that digital advertising preference can be influenced by consumer needs. Furthermore, the implementation of digital advertising preference has positive impact to consumer brand awareness. Information of research findings is useful for company, before the implementation of digital marketing reviews the position of digital advertising preference that can stimulate of consumer brand awareness. Keywords- Digital Advertising Preference, Consumer Needs, Brand Awareness INTRODUCTION Management Information System (MIS) has become an important concern in the 4.0 era; integration systems and the decision support systems produced by MIS are the superior application of entrepreneurs in relation to business competition (Salloum & Ajaka, 2013). The implementation of MIS provides a stimulus for business performance achievements (Govoni, 2012), because information needed to make business decisions is obtained more quickly. Through MIS, it makes it easier for companies to plan to evaluate all of company’s lines, making it easier to coordinate (Fink & Ploder, 2009). In addition, MIS is believed to be able to improve the quality of human resources in company because of the support of system integration from all units (Kurniawan, 2018). There are many systems in companies used by each unit in order to complete the operations and to achieve the optimal performance. Through MIS, system integration is easier, so that all of procedures can be controlled by regarding to company’s goals (Potgieter, 2008; Salloum & Ajaka, 2013). MIS provides informational services; in marketing area, there is information needed due to products, prices, strategies, and consumer behavior (Govoni, 2012). The purpose of MIS is surely to provide the supporting information which is useful for decision making (Fink & Ploder, 2009). Digital marketing is part of the MIS implementation (Smith, 2019), which is used by marketing department to enter the target market. Digital marketing is used by marketers as an effort to market products or services through the electronic media online (Kull & Heath, 2016). It is believed to be part of marketing in the 4.0 era, because all of marketing information is carried out in an integrated manner (Pamungkas et al., 2017). One of digital marketing implementations is the use of advertising media through a digital systems known as digital advertising (Yang et