ABSTRACT : The shift of the consumer to a digital lifestyle and reliance on e-commerce during pandemics affect the significant increase in the demand for delivery services. The new online delivery services use technology for their services and sharing model. As a state-owned company, PT.Pos Indonesia also adapts in using a partnership model for its driver, calledOranger. One type of Oranger is called Oranger mobile, responsible for pick-up service and direct selling.Based on the data in 2021, the number of Oranger has not reached the target and for 2022 the company has doubled the target for Oranger. The low number of Oranger indicates a lack of awareness of Oranger mobile. This research is focused on increasing brand awareness of Oranger mobile. The data collected from customer analysis distributed through questionnaire to potential Oranger. The result of quantitative data is processed using theSEM-PLS method. The qualitative data will be used to measure brand awareness. The result shows that brand awareness of Orangeris considerably low. The company can do advertising across media platforms, apply publicity techniques, and become a sponsor for events as a strategy to increase Oranger brand awareness.

KEYWORDS–Application-Based Delivery Service, Delivery Service, Driver-Partner, Employer Brand Awareness, Online Delivery Service