PENDAMPINGAN DAN PEMBUATAN KONTEN KREATIF UMKM AYAM PENYET BAMBOO DALAM MENAIKKAN BRAND AWARENESS

ADITAMA, BINTANG PERMATA KUSUMA (2022) PENDAMPINGAN DAN PEMBUATAN KONTEN KREATIF UMKM AYAM PENYET BAMBOO DALAM MENAIKKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Covid-19 pandemic that has hit Indonesia in the past two years has had a huge impact on the community's economy, especially MSMEs in the culinary field. This is due to a lack of knowledge about the importance of marketing communications and technology for business owners. The MSMEs which is the subject of the research is the Ayam Penyet Bamboo with a business duration of 6 years. The problems experienced by Ayam Penyet Bamboo SMEs are the lack of knowledge of marketing communication, creative content creation and promotional content. The author carries out creative content creation activities, logo redesign, packaging sticker design, pamphlet design, mini website design, product photography, for Ayam Penyet Bamboo social media. The research method used is observation, in-depth interviews, and negotiations with partners in order to obtain detailed information about the problems to be solved. The result of this study is the increase in followers and interactions on social media through creative content Keywords: Brand Awareness, Branding, Creative Content, Social Media, MSME Pandemi Covid-19 yang melanda Indonesia pada dua tahun belakangan sangat berdampak pada perekonomian masyarakat, terutama UMKM di bidang kuliner. Hal ini disebabkan karena kurangnya pengetahuan mengenai pentingnya komunikasi pemasaran dan teknologi bagi para pemilik usaha. UMKM yang menjadi subjek penelitian yaitu UMKM Ayam Penyet Bamboo dengan lama usaha 6 tahun. Permasalahan yang dialami oleh UMKM Ayam Penyet Bamboo yaitu kurangnya ilmu komunikasi pemasaran, pembuatan konten kreatif dan konten promosi. Penulis melakukan kegiatan pembuatan konten kreatif, desain ulang logo, desain stiker kemasan, desain pamflet, desain mini website, fotografi produk, untuk media sosial Ayam Penyet Bamboo. Metode penelitian yang digunakan yaitu observasi, wawancara mendalam, dan negosiasi dengan mitra guna mendapat informasi detail mengenai permasalahan yang ingin diselesaikan. Hasil dari penelitian ini adalah meningkatnya followers dan interaksi di media sosial lewat konten kreatif. Kata Kunci: Brand Awareness, Branding, Konten Kreatif, Media Sosial, UMKM

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