RIZKANANDA, AISHAH (2021) PENDAMPINGAN KONTEN PROMOSI DIGITAL DI MASA PANDEMI COVID-19 PADA MITRA BAKSO AHAN DI TANGERANG SELATAN SELAMA OKTOBER 2020 – MARET 2021. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Digital marketing menjadi strategi yang harus diadaptasi oleh banyak industri untuk dapat memperluas pemasarannya dan siap menghadapi era persaingan baru, terutama di masa pandemi ini. Hal ini tentunya juga dialami oleh Usaha Mikro Kecil dan Menengah (UMKM) yang di masa pandemi ini mengalami keterbatasan untuk menjangkau konsumen secara langsung. Namun adaptasi digital marketing saja tidak cukup, tanpa diiringi dengan penyesuaian dan pemaksimalan konten di masing-masing platformnya. UMKM Bakso Ahan berada di wilayah Alam Sutera, Tangerang Selatan, Banten. Memproduksi kuliner bakso ikan khas Pontianak dengan produk utama bakso ikan telur asin. Meski memiliki produk yang unik, banyak loyal customer maupun potential customer masih belum mengenal produk Bakso Ahan dengan baik karena masih kurangnya Bakso Ahan dalam mengkomunikasikan produknya kepada customer terutama melalui konten digital marketing, yang sebenarnya konten juga memegang peranan penting dalam proses keputusan pembelian konsumen terhadap produk Bakso Ahan. Tugas Akhir Peduli Negeri ini bertujuan untuk memberikan edukasi, mengenalkan, memberikan pelatihan serta pendampingan kepada mitra UMKM Bakso Ahan tentang digital marketing content development, content mapping dan content designing sehingga mitra dapat lebih mengenalkan produknya kepada customer atau audience yang lebih luas lagi. Hasil dari kegiatan pelatihan dan pendampingan ini adalah, kemampuan mitra untuk memproduksi konten marketing menjadi meningkat mulai dari kemampuan untuk memproduksi foto produk, memproduksi konten instagram, facebook, serta membuat copywriting yang menarik untuk di halaman Google My Business, deskripsi e-commerce dan online food delivery platforms, hingga editing konten video. Hasil dari kemandirian produksi konten ini memberikan dampak pada turut naiknya engagement rate konten di social media Instagram Bakso Ahan, serta turut naiknya pendapatan mitra hingga 26% selama masa pendampingan. Penambahan design pada tampilan visual outlet mitra juga berhasil menarik konsumen offline yang melewati outlet mitra di Pasar 8 Alam Sutera. Kata Kunci: Digital Marketing, Content Marketing, COVID-19, UMKM, Bakso Ahan Digital marketing has been a strategic that must be adapted by many industries to be able to expand their marketing and ready to face a new competition era, especially during this pandemic situation. It also experienced by Micro, Small, and Medium Enterprise (MSMEs) which have a limitation to reach an offline customers directly. However, adapting digital marketing isn’t enough without complete and maximize it with an appropriate content for each platforms. Bakso Ahan is a MSMEs located in Alam Sutera, South Tangerang, Banten that producing fish ball, a Pontianak specialty culinary with the main product salted egg fishball. Despite having a unique product, there are still many potential customers that isn’t familiar with Bakso Ahan. It because the lack of communication content, especially through digital marketing, which actually plays an important role in the customer purchase decision. This TAPN project aims to provide education, training, and mentoring to Bakso Ahan about digital marketing content development, content mapping, and content designing, so the partners can reach a wider audience and selling more products. The result of this training and mentoring activity is, there was an increased in partner’s ability to produce an interesting product photos, created content mapping, generate content for social media, and create and attractive copywriting for Google My Business, created a descriptions for selling products through e- commerce and online food delivery platforms, to video content editing. The impact from this content marketing mentoring are succeed to increasing an engagement rate of Bakso Ahan’s instagram, as well as an the are an increasing too in partner income by 26% during mentoring period. The addition of designs that provided for visual appearance of partner’s outlet has also succeeded in attracting offline customers who passed through Bakso Ahan outlet at Pasar 8 Alam Sutera. Keywords: Digital Marketing, Content Marketing, COVID-19, UMKM, Bakso Ahan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44317110021 |
| Uncontrolled Keywords: | Digital Marketing, Content Marketing, COVID-19, UMKM, Bakso Ahan, Digital Marketing, Content Marketing, COVID-19, UMKM, Bakso Ahan |
| Subjects: | 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 04 Mar 2022 07:39 |
| Last Modified: | 04 Mar 2022 07:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57194 |
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