MAHARANI, FINGKY EVITA (2026) STRATEGI REBRANDING MEDIA SOSIAL SEBAGAI UPAYA UNTUK MENINGKATKAN CITRA MEREK, DAYA SAING, DAN PENJUALAN DI EVELYN CHIC. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of social media rebranding strategies in improving the brand image, competitiveness, and sales of Evelyn Chic, a children's fashion and accessories business located in Tangerang. The concept used in this study is SMAC (Social, Mobile, Analytics, and Cloud) by optimizing Instagram, TikTok, and Facebook and utilizing various tools, such as Canva, Google Drive, Google Spreadsheet, Microsoft Word, Adobe Photoshop, Procreate, and CapCut. The content types implemented in this social media project included Momspedia, mix and match, educational comics, customer reviews, and interactive content. The results of the social media project showed that the role of community engagement included interactions with audiences and partners, financial management, crisis management, and online reputation management, which contributed to increasing reach, audience engagement, and sales at Evelyn Chic. Therefore, implementing social media rebranding strategies was able to strengthen brand identity, increase visibility, build audience trust, and support the growth of Evelyn Chic's sales. Keywords: Rebranding, Community Engagement, Marketing Strategy, Social Media Optimization, Increasing Sales. Penelitian ini bertujuan untuk mengetahui pengaruh Strategi Rebranding Media Sosial sebagai Upaya untuk Meningkatkan Citra Merek, Daya Saing, dan Penjualan di Evelyn Chic, sebuah usaha fashion dan aksesoris anak di Kota Tangerang. Konsep yang digunakan dalam penelitian ini adalah SMAC (Social, Mobile, Analysis, dan Cloud) dengan mengoptimalkan platform Instagram, TikTok, dan Facebook, serta memanfaatkan berbagai tools seperti Canva, Google Drive, Google Spreadsheet, Microsoft Word, Adobe Photoshoot, Procreate, Capcut. Jenis konten yang diterapkan dalam proyek media sosial meliputi Momspedia, mix and match, komik edukatif, customer review, dan konten interaktif. Hasil proyek media sosial menunjukkan bahwa peran community engagement mencakup interaksi dengan audiens dan mitra, pengelolaan keuangan, crisis management, serta pengelolaan reputasi online yang berkontribusi terhadap peningkatan jangkauan, interaksi audiens, dan penjualan UMKM Evelyn Chic. Dengan demikian, penerapan strategi rebranding melalui media sosial mampu memperkuat identitas merek, meningkatkan visibilitas, membangun kepercayaan audiens, dan mendukung peningkatan penjualan UMKM Evelyn Chic. Kata Kunci: Rebranding, Community Engagement, Strategi Marketing, Optimalisasi Media Sosial, Meningkatkan Penjualan.
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