OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS PADA UMKM BAKMIE ASTA BERDASARKAN PERSPEKTIF CONTENT CREATOR

RAMADHANI, ALLYA PUTRI (2026) OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS PADA UMKM BAKMIE ASTA BERDASARKAN PERSPEKTIF CONTENT CREATOR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of brand awareness through social media platforms on the MSMEs Bakmie Asta. Currently, social media is experiencing rapid development, which demands MSME actors to optimize the use of social media in order to compete and compete with other competitors. This project was conducted on the MSME Bakmie Asta in the Santa Modern Market area, South Jakarta, by managing social media because the managed social media was not yet optimal as a promotional medium, thus requiring assistance in utilizing social media. The concept used in the social media management project is the SDLC (System Development Life Cycle) concept with the waterfall method. In the implementation of social media management for MSME Bakmie Asta, Instagram, TikTok, and Facebook were used as product promotion platforms by applying content pillars consisting of promotion, entertainment, education, interaction, and information. The results of this project demonstrate that planned, consistent, and data-driven social media management, supported by the maximum role of content creators, is a crucial factor in increasing brand awareness for MSMEs. By presenting relevant, creative, and sustainable content, content creators not only contribute to expanding the brand's reach and visibility but also in building trust, engagement, and long-term relationships between Bakmie Asta and its audience in the digital era. Keywords: Social Media Management Project, Brand Awareness, Content Creator, SDLC (System Development Life Cycle), MSME. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness melalui platform media sosial pada UMKM Bakmie Asta. Pada saat ini media sosial mengalami perkembangan yang sangat pesat, sehingga menuntut para pelaku UMKM untuk mengoptimalkan penggunaan media sosial agar mampu bersaing dan berkompetisi dengan pesaing yang lain. Proyek ini dilakukan pada UMKM Bakmie Asta di daerah Pasar Santa, Jakarta Selatan dengan melakukan pengelolaan media sosial dikarenakan media sosial yang dikelola belum optimal sebagai media promosi, sehingga perlu dilakukannya pendampingan dalam memanfaatkan media sosial. Konsep yang digunakan pada proyek media sosial manajemen adalah konsep SDLC (System Development Life Cycle) dengan metode waterfall. Dalam pelaksanaan proyek manajemen media sosial UMKM Bakmie Asta, platform Instagram, TikTok, dan Facebook digunakan sebagai sarana promosi produk dengan menerapkan content pillars promotion, entertainment, education, interaction, dan information. Hasil proyek ini menunjukkan bahwa pengelolaan media sosial yang terencana, konsisten, dan berbasis data, serta didukung oleh peran content creator secara maksimal, menjadi faktor penting dalam meningkatkan brand awareness UMKM. Melalui penyajian konten yang relevan, kreatif, dan berkelanjutan, content creator tidak hanya berkontribusi dalam memperluas jangkauan dan visibilitas merek, tetapi juga dalam membangun kepercayaan, keterlibatan, serta hubungan jangka panjang antara Bakmie Asta dan audiens di era digital. Kata Kunci: Proyek Manajemen Media Sosial, Brand Awareness, Content Creator, SDLC (System Development Life Cycle), UMKM

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010251
Uncontrolled Keywords:	Proyek Manajemen Media Sosial, Brand Awareness, Content Creator, SDLC (System Development Life Cycle), UMKM
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 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	02 Jul 2026 03:04
Last Modified:	02 Jul 2026 03:04
URI:	http://repository.mercubuana.ac.id/id/eprint/102307

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