PENDAMPINGAN DAN PERANCANGAN MEDIA PROMOSI UMKM DOLOR DONUTSS UNTUK MENINGKATKAN BRAND AWARENESS DI INSTAGRAM

ANDINI, NUR (2022) PENDAMPINGAN DAN PERANCANGAN MEDIA PROMOSI UMKM DOLOR DONUTSS UNTUK MENINGKATKAN BRAND AWARENESS DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

During the Covid-19 pandemic, it had an impact on UMKM such as the decline in the community's economy, resulting in decreased buyer interest. One solution to keep attracting the public is to use digital media such as social media Instagram which is currently one of the social media that has many users. The TAPN program aims to increase brand awareness of UMKM Dolor Donutss on Instagram because UMKM are not yet known to the wider community and this report focuses on the tasks of the Media Planner, such as selecting promotional media, determining and designing concepts for media used for promotional needs and determining content planner in branding Dolor Donutss by providing interesting, informative and entertaining content. Digital Marketing is a promotional activity through digital or online media such as social media that can be used to quickly market products to the public.The results of this activity have several successes in increasing awareness on Instagram , namely in the use of hashtags where content that has been uploaded has successfully become popular hashtag, namely #donatsehat #donatsehatdanhalal #katalogkalori gained wide reach and with the hashtag also succeeded in getting the audience's enthusiasm to take part in Giveaway held by Dolor Donutss. So that Instagram becomes the right promotional media for new UMKM such as Dolor Donuts in helping to increase brand awareness to the public. Keywords: UMKM, Media Planner, Instagram, Brand Awareness. Pada masa pandemi Covid-19 memiliki dampak terhadap UMKM seperti akibat menurunnya ekonomi masyarakat sehingga menurunnya minat pembeli. Salah satu solusi agar tetap dapat menarik masyarakat adalah memanfaatkan media digital seperti media sosial Instagram yang saat ini menjadi salah satu media sosial yang memiliki banyak pengguna. Pada program TAPN ini bertujuan untuk meningkatkan brand awareness UMKM Dolor Donutss di Instagram karena UMKM ini belum dikenal masyarakat luas dan laporan ini berfokus tentang tugas Media Planner, yaitu seperti pemilihan media promosinya, menentukan dan merancang konsep pada media yang digunakan untuk kebutuhan promosi serta menentukan content planner dalam branding UMKM Dolor Donutss dengan memberikan konten menarik, informatif dan menghibur. Digital Marketing adalah kegiatan promosi melalui media digital atau online seperti media sosial yang dapat dimanfaatkan untuk memasarkan produk dengan cepat kepada masyarakat. Dan hasil kegiatan ini terdapat beberapa keberhasilan untuk meningkatkan awareness di instagram yaitu pada penggunaan hashtag dimana konten yang telah diunggah berhasil menjadi muncul di popular hashtag, yaitu #donatsehat #donatsehatdanhalal #katalogkalori mendapatkan jangkauan luas dan dengan hashtag juga berhasil mendapatkan antusias khalayak untuk mengikuti Giveaway yang diadakan Dolor Donutss. Sehingga Instagram menjadi media promosi yang tepat untuk UMKM baru seperti Dolor Donutss dalam membantu meningkatkan brand awareness produk kepada masyarakat. Kata Kunci : UMKM, Media Planner, Instagram, Brand Awareness.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 22 057
Call Number: SK/43/22/017
NIM/NIDN Creators: 44318010053
Uncontrolled Keywords: UMKM, Media Planner, Instagram, Brand Awareness
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.6 Sociology of Islam/Sosiologi Islam > 297.62 Islamic Organization/Organisasi Islam > 297.624 Economic Organization/Organisasi Ekonomi
600 Technology/Teknologi > 600. Technology/Teknologi > 604 Technical Drawing/Menggambar Teknik, Hazardous Materials Technology/Teknologi Bahan Berbahaya, groups of people/Kelompok Masyarakat > 604.2 Technical Drawing/Menggambar Teknik > 604.24 Specific Drafting Procedures and Conventions/Prosedur dan Konvensi Perancangan Spesifik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Amin Sujatmiko
Date Deposited: 18 Oct 2022 02:39
Last Modified: 19 Oct 2022 03:52
URI: http://repository.mercubuana.ac.id/id/eprint/66220

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