PENDAMPINGAN PRODUK MAKANAN KELOMPOK USAHA PENYANDANG DISABILITAS (KUBEPENDA) BEKASI DALAM KEGIATAN PROMOSI DI MEDIA SOSIAL INSTAGRAM TAHUN 2020

PRADANA, HEGAR SANDY (2020) PENDAMPINGAN PRODUK MAKANAN KELOMPOK USAHA PENYANDANG DISABILITAS (KUBEPENDA) BEKASI DALAM KEGIATAN PROMOSI DI MEDIA SOSIAL INSTAGRAM TAHUN 2020. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Branding adalah proses pembentukan istilah, nama, tanda, simbol, atau kombinasi dari semuanya yang dibuat dengan tujuan mengidentifikasi dan membedaan barang, jasa, atau perusahaan dari pesaing. Lebih jauh dari itu, kegiatan branding juga membentuk hal-hal tak kasat mata seperti citra, kredibilitas, karakter, kesan, anggapan, dan persepsi khalayak mengenai sebuah produk atau perusahaan. Dalam dunia pemasaran yang sudah mengalami digitalisasi, strategi branding yang tepat akan membuat produk yang dipasarkan lebih mencolok diantara ribuan produk serupa milik pemasar lain. Tugas Akhir Peduli Negeri ini berfokus dalam membantu mitra kami untuk bisa mengerti strategi branding produk untuk aktifitas pemasaran melalui sosial media Instagram. Mitra yang peneliti pilih adalah Kelompok Usaha Bersama Penyandang Disabilitas (KUBEPENDA) yang ber-alamat di Jl. AC Lengkeng, Rawalumbu, Bekasi. Mitra KUBEPENDA memiliki sebuah usaha makanan ringan tradisional bermerek dagang MZI Snack. Makanan ringan yang dijual bervariasi seperti onde-onde kering, stik keju, keripik bawang, keripik pisang, emping jagung, dan keripik usus. Anggota KUBEPENDA memasarkan produk MZI Snack dengan cara menitipkan produk ke koperasi-koperasi di sekitar atau door to door menggunakan transportasi sepeda motor modifikasi roda tiga khusus difabel. Latar belakang tersebut menggerakan peneliti untuk melakukan penelitian ini. Kegiatan peduli negeri ini berbentuk pelatihan dan pendampingan. Peneliti sebagai pendamping strategic planner, berfokus merancang strategi yang tepat termasuk mengubah logo dan packaging serta pembuatan social media bisnis untuk pemasaran produk mitra. Tujuan akhir proyek Tugas Akhir Peduli Negeri ini adalah mitra KUBEPENDA mampu melakukan kegiatan pemasaran produk dan melalui media sosial Instagram secara mandiri. Kata kunci : strategi branding, pemasaran, instagram, disabilitas, kubependa Branding is the process of forming terms, names, signs, symbols, or a combination of all made with the aim of identifying and differentiating goods, services, or companies from competitors. In addition, branding activities also shape things that are not visible such as image, credibility, character, impression, perception, and public perception of a product or company. In a digitalized marketing world, the right branding strategy will make products marketed more conspicuous among thousands of similar products belonging to other marketers. This Final Assignment focuses on helping our partners to understand branding strategies for marketing activities through social media Instagram. The partner chosen by the researcher is the Joint Business Community with Disabilities (KUBEPENDA), located on Jl. AC Lengkeng, Rawalumbu, Bekasi. KUBEPENDA has a traditional branded snack business called MZI Snack. Snacks sold vary, such as pastries, cheese sticks, onion chips, banana chips, corn chips, and intestinal chicken chips. KUBEPENDA members sell MZI Snack products by entrusting the product to the nearest cooperative or sell it door to door using transportation of three-wheeled motorbikes specifically for people with disabilities. This background moves researchers to conduct this research. This state maintenance activity takes the form of training and mentoring. As strategic planner, researcher focused on making strategies include making new logo, new packaging, and Instagram business account in order to market their product. Researchers have the task of providing knowledge and helping partners to understand how to create the right branding strategy for their business. The final goal of the project is that KUBEPENDA can independently carry out product marketing activities and through social media Instagram. Keywords: branding strategy, marketing, instagram, disability, Kubependa

Item Type: Thesis (S1)
NIM/NIDN Creators: 44317120048
Uncontrolled Keywords: strategi branding, pemasaran, instagram, disabilitas, kubependa. branding strategy, marketing, instagram, disability, Kubependa.
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: Maulana Arif Hidayat
Date Deposited: 01 Sep 2022 07:16
Last Modified: 01 Sep 2022 07:16
URI: http://repository.mercubuana.ac.id/id/eprint/68749

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