VILIA, WITRI (2022) PENDAMPINGAN DAN PEMBUATAN KONTEN KREATIF UNTUK MENINGKATKAN BRAND AWARENESS PADA UMKM KUNAKU PERIODE MARET-DESEMBER 2021. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Due to the COVID-19 pandemic, MSMEs have to switch to online methods adapting with in all digital era. In fact, there are still many MSMEs with low levels of digitalization accessing technology, one of which is the difficulty in creating content to carry out promotional and branding activities on social media. The use of brand attributes in strengthening brand identity is also crucial in the digital era, so it is necessary to form an identity, ambition, and unique characteristics so that the business can grow big and be competitive with similar competitors. Brand attributes can be recognized through making logos, packaging, taglines, choosing color concepts, etc. In building positioning in the minds of consumers through content, MSMEs can use content marketing for promotional activities on social media and increase sales turnover. In addition, in increasing brand awareness and high interaction with the audience, a creative content that is in accordance with the brand's charm is needed in order to create the latest business following developments. MSMEs can measure the success of branding on social media, see from the increase in sales turnover and can also review through content insights that have been uploaded for evaluation so that they can present content that suits the needs of the community. Keywords: MSME, Creative Content, Brand Awareness, Brand Identity, Branding, Social Media. Adanya pandemi covid-19, membuat UMKM harus beralih secara online di era serba digital. Faktanya, masih banyak UMKM yang tingkat digitalisasinya rendah mengakses teknologi, salah satunya kesulitan membuat konten untuk melakukan aktivitas promosi dan branding di media sosial. Penggunaan atribut brand dalam memperkuat brand identity pun menjadi hal krusial di era digital, sehingga perlu dibentuk suatu identitas, ambisi, dan ciri unik agar bisnisnya dapat berkembang besar dan berdaya saing dengan kompetitor sejenis. Atribut brand dapat dikenal melalui pembuatan logo, kemasan, tagline, pemilihan konsep warna, dll. Dalam membangun positioning di benak konsumen melalui konten, UMKM dapat menggunakan content marketing untuk aktivitas promosi di media sosial dan meningkatkan omzet penjualan. Selain itu, dalam meningkatkan brand awareness dan interaksi yang tinggi dengan audiens maka diperlukan suatu creative content yang sesuai dengan pesona brand agar dapat menciptakan usaha yang terkini mengikuti perkembangan. UMKM dapat mengukur keberhasilan branding di media sosial, melihat dari peningkatan omzet penjualan dan juga dapat meninjau melalui insight konten yang telah diunggah untuk di evaluasi sehingga dapat menghadirkan konten yang sesuai dengan kebutuhan masyarakat. Kata Kunci: UMKM, Konten Kreatif, Brand Awareness, Brand Identity, Branding, Media Sosial
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