RAMADHANTY, FADIA (2022) PENDAMPINGAN DAN PENGELOLAAN MEDIA DALAM MELAKUKAN BRANDING DAN PROMOSI UMKM MOMASTEL UNTUK MENCAPAI BRAND AWARENESS PADA PERIODE APRIL 2021 - JANUARI 2022. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Momastel is one of the Micro, Small and Medium Enterprises (UMKM) which is located at Japos Graha Lestari Housing Jl. Block finches D7/20, Jurangmangu, Pondok Aren, South Tangerang. Momastel SMEs is a pastel snack business that has been run by Mrs. Lathifah Sayuti since 2012. Since 2012 running his business, Momastel is still facing a lot problems, including not having branding elements, promotional media which is still minimal, and there is no unique selling on its products. Based on these problems, it can be analyzed that it is necessary to do assistance in terms of branding and promotion so that Momastel can achieve brand awareness to consumers. The author as a Media Planner has a role in determining the media what promotions are used so that branding and promotions are carried out according to the target media selection. In addition, the formation of a strategy that it is also used to add insight and improve the brand awareness of Momastel's target market. Furthermore, partners can continue what they have been doing for so long accompaniment. Starting from uploading content on a scheduled basis to utilization of features on social media that can help increase insight. Keywords: UMKM, Digital Marketing, Media Branding and Promotion, Brand Awareness, Media Planner. Momastel merupakan salah satu Usaha Mikro, Kecil, dan Menengah (UMKM) yang berlokasi di Perumahan Japos Graha Lestari Jl. Kutilang Blok D7/20, Jurangmangu, Pondok Aren, Tangerang Selatan. UMKM Momastel merupakan usaha makanan ringan pastel yang telah dijalankan oleh Ibu Lathifah Sayuti sejak tahun 2012. Sejak tahun 2012 menjalani usahanya, Momastel masih banyak menhadapi permasalahan, diantaranya belum memiliki unsur-unsur branding, media promosi yang masih minim, serta belum adanya unique selling pada produknya. Berdasarkan permasalahan tersebut, dapat dianalisa bahwa perlu untuk dilakukan pendampingan dalam segi branding dan promosi agar Momastel dapat mencapai brand awareness terhadap konsumen. Penulis sebagai Media Planner memiliki peran dalam menentukan media promosi apa yang digunakan sehingga branding dan promosi yang dilakukan sesuai dengan target pemilihan media. Selain itu, pembentukan strategi yang digunakan pun bertujuan untuk menambah insight dan meningkatkan brand awareness terhadap target pasar Momastel. Selanjutnya, mitra sudah bisa melanjutkan apa yang telah dilakukan selama pendampingan. Mulai dari mengupload konten secara terjadwal sampai dengan pemanfaatan fitur-fitur di media sosial yang dapat membantu menaikan insight. Kata Kunci: UMKM, Digital Marketing, Media Branding dan Promosi, Brand Awareness, Media Planner.
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