PERAN CONTENT CREATOR DALAM PENERAPAN STRATEGI BRANDING DIGITAL BERBASIS MEDIA SOSIAL DALAM MENINGKATKAN BRAND AWARENESS: STUDI PADA UMKM AYAM GORENG MASALA

NALUDI, HANIFAH SITIONISAH (2025) PERAN CONTENT CREATOR DALAM PENERAPAN STRATEGI BRANDING DIGITAL BERBASIS MEDIA SOSIAL DALAM MENINGKATKAN BRAND AWARENESS: STUDI PADA UMKM AYAM GORENG MASALA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This project aims to examine the role of content creators in implementing digital branding strategies based on social media to increase brand awareness for Ayam Goreng Masala MSMEs. With the development of technology and the use of social media as a marketing platform, content creators have become an important part of product marketing and building relationships with consumers. The method used in this project is direct observation, which allows content creators to observe the interaction between content creators and audiences and its impact on brand perception. The research results show that they provide insights into the effective strategies used by content creators to increase the visibility and appeal of Ayam Goreng Masala SME products. Thus, digital branding has proven to be an effective strategy for SMEs in expanding their market reach and building consumer loyalty. Keywords: Digital Branding, Social Media, Brand Awareness, SMEs,Ayam Goreng Masala Proyek ini bertujuan untuk peran content creator dalam penerapan strategi branding digital berbasis media sosial untuk meningkatkan brand awareness pada UMKM Ayam Goreng Masala. Dengan perkembangan teknologi dan penggunaan media sosial sebagai platform pemasaran, content creator telah menjadi bagian penting dari pemasaran produk dan membangun hubungan dengan konsumen. Metode yang digunakan dalam proyek ini adalah observasi langsung yang memungkinkan content creator untuk mengamati interaksi antara content creator dan audiens serta dampaknya terhadap persepsi merek. Hasil penelitian menunjukkan bahwa memberikan wawasan tentang strategi efektif yang digunakan oleh content creator dalam meningkatkan visibilitas dan daya tarik produk UMKM Ayam Goreng Masala. Dengan demikian, branding digital terbukti menjadi strategi yang efektif bagi UMKM dalam memperluas jangkauan pasar dan membangun loyalitas konsumen. Kata kunci: Branding Digital, Media Sosial, Brand Awareness, UMKM, Ayam Goreng Masala

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010057
Uncontrolled Keywords:	Branding Digital, Media Sosial, Brand Awareness, UMKM, Ayam Goreng Masala
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	12 Mar 2026 03:40
Last Modified:	12 Mar 2026 03:40
URI:	http://repository.mercubuana.ac.id/id/eprint/101566

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