FIRDAUS, M ZAIDANE (2022) STRATEGI PROMOSI PADA MEDIA SOSIAL UMKM SOTO BETAWI TERASKU TANJUNG DUREN JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the midst of this covid-19 pandemic, MSME (Micro, Small, and Medium Enterprises) need to transform into digital. According to Bank of Indonesia, about 87,5 percent of MSME affected by Covid-19 pandemic. From this data, about 93,2 percent negatively affected in selling. SOSTAC planning strategy which consist of Situation Analysis, Objectives, Strategy, Tactics, Action and Control is a strategy which start from basic analysis up to control about an activity. Method used in this program consist of 4 technique or procedure. Those four technique is observation, interview, discussion and simulation. Using 5 stages which consist of planning, training, mentoring, practice, and evaluation. Based on this activity, our partner which is a MSME in culinary, ger trained start from looking for content reference, creating content, up to counting engagement that a content already got. Keyword : MSME, Digital Promotion, Instagram, Strategy, Social Media Planner Ditengah masa pandemi covid-19 ini, UMKM harus bertransformasi menuju dunia digital menurut Bank Indonesia sebanyak 87,5 persen UMKM terdampak pandemi Covid-19. Dari jumlah ini, sekitar 93,2 persen di antaranya terdampak negatif di sisi penjualan. Strategi Perencanaan SOSTAC yang terdiri dari Situation Analysis, Objectives, Strategy, Tactics, Action, dan Control merupakan sebuah strategi, mulai dari Analisa dasar, hingga control dari kegiatan tersebut. Metode yang di terapkan dalam Program ini dilakukan dengan 4 teknik atau tata cara pelaksanaan. keempat teknik ialah observasi, wawancara, diskusi, dan simulasi. Menggunakan 5 tahapan, yaitu perencanaan, pelatihan, pendampingan, masa lepas pendampingan, dan evaluasi. Berdasarkan hasil dari kegiatan yang telah dilaksanakan, mitra yang merupakan UMKM dibidang kuliner mendapatkan pelatihan mulai cara mencari referensi konten, pembuatan konten, hingga cara menghitung engagement yang didapatkan. Kata kunci : UMKM, Promosi Digital, Instagram, Strategi, Social Media Planner
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