PENDAMPINGAN & PENGELOLAAN MEDIA SOSIAL UMKM KUNAKU DALAM MENINGKATKAN BRAND AWARNESS PERIODE MARET – DESEMBER 2021

RIZKY, SEPTIANDINI (2022) PENDAMPINGAN & PENGELOLAAN MEDIA SOSIAL UMKM KUNAKU DALAM MENINGKATKAN BRAND AWARNESS PERIODE MARET – DESEMBER 2021. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Covid19 pandemic has hit Indonesia for 3 years and has had an impact especially on the economy, one of which affected is MSMEs (micro, small and medium enterprises) due to social distancing imposed by the government. Any activities that involve physical contact are limited. This makes most activities forced upon online, some MSMEs have difficulty prescribing the right branding strategy in order to create brand awareness for their MSMEs. The use of social media in providing information through creative content is one step to increasing Brand Awareness, but some MSMEs do not understand the importance of processing and publishing information content and digital promotions. Establishing a branding strategy through appropriate media placement with the target audience can help increase Brand Awareness quickly. Through online media selection such as Social Media and offline such as Acrylic Sign Board, Experiential Marketing and Partnership. After carrying out the branding strategy through Online Media and Offline Media, Brand Awareness has increased, which can be seen through insights from Instagram social media and from increased sales. In this case, it can be said that Social Media have an important role in spreading Brand Awareness. Keywords: MSMEs, Brand Awareness, Media. Pandemi Covid19 sudah melanda Indonesia selama 3 tahun dan berdampak khususnya bagi perekonomian, salah satu yang terdampak adalah UMKM (usaha mikro, kecil, dan menengah) dikarenakan adanya social distancing yang diberlakukan oleh pemerintah maka terbatasnya kegiatan tatap muka. Hal ini membuat kegiatan dilakukan secara online, beberapa UMKM mengalami kesulitan dalam melakukan strategi branding yang tepat agar menciptakan brand awarness untuk UMKM mereka. Pengunaan Media sosial dalam memberikan informasi melalui konten kreatif merupakan salah satu langkah dalam meningkatkan Brand Awareness tetapi beberapa pelaku UMKM tidak memahami pentingnya mengolah dan mempublikasikan konten informasi serta promosi digital. Membentuk strategi branding melalui penempatan media yang sesuai dengan target audiens dapat membantu meningkatkan Brand Awareness dengan cepat. Melalui pemilihan Media secara online seperti Media Sosial dan offline seperti Acrylic Sign Board, Experiental Marketing serta Partnership. Setelah dilakukannya strategi branding melalui Media Online dan Media Offline, Brand Awarness mengalami peningkatan yang dapat dilihat melalui insight dari media sosial Instagram dan dari peningkatan penjualan. Dalam hal ini dapat dikatakan bahwa Media Sosial memiliki peranan penting dalam menyebarkan Brand Awarness. Kata Kunci: UMKM, Brand Awarness, Media.

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