PENDAMPINGAN DAN PENGELOLAAN STRATEGI MEDIA SOSIAL PADA UMKM "WARKOP MOKIN" DALAM OPTIMALISASI MEDIA SOSIAL SEBAGAI SARANA PROMOSI PERIODE AGUSTUS - JANUARI

AKBAR, ALIEF PURNAMA (2026) PENDAMPINGAN DAN PENGELOLAAN STRATEGI MEDIA SOSIAL PADA UMKM "WARKOP MOKIN" DALAM OPTIMALISASI MEDIA SOSIAL SEBAGAI SARANA PROMOSI PERIODE AGUSTUS - JANUARI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media has become an important tool for expanding promotional reach for Micro, Small, and Medium Enterprises (MSMEs), including Warkop Mokin, which has strong product potential and a comfortable venue but has not yet managed its Instagram optimally. The main challenges include inconsistent content, low audience interaction, and the owner’s limited time and digital knowledge, highlighting the need for social media strategy assistance. Warkop Mokin is a culinary business targeting students, university students, and young professionals. Affordable prices and a comfortable place are its strengths; however, its previous digital promotion efforts were minimal and lacked a clear content concept. The assistance strategy refers to The Circular Model of Social Media (share, optimize, manage, engage) and a social media marketing approach that emphasizes content planning, two-way communication with audiences, and performance evaluation through engagement and reach metrics. The implementation included account analysis, content strategy development, visual content creation, caption and hashtag writing, posting schedules, interaction management, and training the business owner to use Instagram features and read insights. The results of the assistance show improvements in content consistency, promotional communication quality, and audience interaction. The business owner has also become more independent in managing Instagram, enabling social media to be used more effectively as a digital promotional tool. Keywords: MSMEs, Instagram, social media strategy, digital promotion, engagement Media sosial menjadi sarana penting untuk memperluas promosi UMKM, termasuk Warkop Mokin yang memiliki potensi produk dan tempat, namun pengelolaan Instagramnya belum optimal. Permasalahan utama meliputi konten yang tidak konsisten, interaksi audiens rendah, serta keterbatasan waktu dan pengetahuan digital pemilik usaha sehingga diperlukan pendampingan strategi media sosial. Warkop Mokin merupakan usaha kuliner dengan target pelajar, mahasiswa, dan pekerja muda. Harga terjangkau dan tempat yang nyaman menjadi kekuatan, tetapi promosi digital sebelumnya masih minim dan belum terkonsep dengan baik. Strategi pendampingan mengacu pada The Circular Model of Social Media (share, optimize, manage, engage) serta pendekatan social media marketing yang menekankan perencanaan konten, komunikasi dua arah, dan evaluasi performa melalui engagement dan reach. Pelaksanaan kegiatan meliputi analisis akun, penyusunan strategi konten, pembuatan visual, penulisan caption dan hashtag, penjadwalan unggahan, pengelolaan interaksi, serta pelatihan pemilik usaha dalam menggunakan fitur dan membaca insight Instagram. Hasil pendampingan menunjukkan peningkatan konsistensi konten, kualitas komunikasi promosi, dan interaksi dengan audiens. Pemilik usaha juga menjadi lebih mandiri dalam mengelola Instagram sehingga media sosial dapat dimanfaatkan lebih efektif sebagai sarana promosi digital. Kata Kunci: UMKM, Instagram, strategi media sosial, promosi digital, engagement

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44522010074
Uncontrolled Keywords:	UMKM, Instagram, strategi media sosial, promosi digital, engagement
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 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	30 Mar 2026 04:16
Last Modified:	30 Mar 2026 04:16
URI:	http://repository.mercubuana.ac.id/id/eprint/101785

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