KHOERUDIN, KHOERUDIN (2026) OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS PADA UMKM BAKMIE ASTA BERDASARKAN PERSPEKTIF COMMUNITY ENGAGEMENT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of brand awareness through social media platforms on Bakmie Asta MSMEs. Currently, social media is experiencing very rapid development, thus requiring MSMEs to optimize the use of social media to be able to compete with other competitors. This project was carried out at Bakmie Asta MSMEs in the Pasar Santa area, South Jakarta by managing social media because the managed social media was not optimal as a promotional medium, so that assistance was needed in utilizing social media. The concept used in the social media management project was the SDLC (System Development Life Cycle) concept with the waterfall method. In the implementation of the social media management project, the content pillars of promotion, entertainment, education, interaction, and information were used. Social media platforms used Instagram, TikTok, and Facebook as promotional tools for Bakmie Asta MSME products. The results of this study indicate that the implemented social media strategy had a significant impact on increasing brand awareness. In terms of sales performance, after the implementation of the social media strategy, total transactions increased to 9,867 transactions with an average of 1,233 transactions per month, with an average increase in transactions of around 21.6 percent. In terms of investment, Instagram advertising increased transactions by 8.2 percent, while TikTok advertising and influencer partnerships did not yield optimal results for a specific period. These results confirm the importance of structured and consistent social media management and community engagement in marketing strategy planning, significantly impacting brand awareness, customer engagement, and sales growth for Bakmie Asta MSMEs. Keywords: Social media optimization, brand awareness, community engagement, Instagram, TikTok, Facebook. 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 media sosial manajemen yang dilakukan menggunakan content pillars promotion, entertainment, education, Interaction, dan information. Platform media sosial menggunakan Instagram, Tiktok, dan Facebook sebagai alat promosi produk UMKM Bakmie Asta. Hasil dari penelitian ini menunjukkan bahwa strategi media sosial yang diterapkan memberikan dampak signifikan terhadap peningkatan brand awareness. Dari sisi kinerja penjualan, setelah implementasi strategi media sosial, total transaksi meningkat menjadi 9.867 transaksi dengan rata rata 1.233 transaksi per bulan, dengan kenaikan rata rata transaksi sekitar 21,6 persen. Dari segi investasi, menunjukkan bahwa iklan Instagram meningkatkan transaksi sebesar 8,2 persen, sedangkan iklan TikTok dan kerja sama influencer pada periode tertentu belum memberikan hasil optimal. Hasil ini mengonfirmasi pentingnya pengelolaan media sosial yang terstruktur dan konsisten serta community engagement memiliki peran penting dalam perencanaan strategi pemasaran yang berdampak signifikan terhadap peningkatan brand awareness, keterlibatan pelanggan, dan pertumbuhan penjualan UMKM Bakmie Asta. Kata kunci: Optimalisasi media sosial, brand awareness, Community engagement, Instagram, TikTok, Facebook.
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