RAHMAWATI, RAHMAWATI (2023) PENDAMPINGAN MARKETING PUBLIC RELATIONS DALAM MEMBANGUN BRAND IMAGE PADA UMKM ZAIDAN COOKIES (Dalam Membentuk Promosi Online). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
MSMEs that are the object of fulfilling this Care for the Country Final Project are Zaidan Cookies UMKM. UMKM Zaidan Cookies has several problems, such as not having an identity media so it is very difficult to form a brand image for UMKM Zaidan Cookies, in spreading messages Zaidan Cookies still use word of mouth. Identity media is very important in forming a brand image and making it easier for MSMEs to market their products. With this identity media, Zaidan Cookies MSMEs will be better known to the public because their distribution is very wide and it is very easy to reach the target audience. From some of the problems above, the assistant together with the team provided assistance and training to Zaidan Cookies MSMEs in using social media which later had to be managed. After carrying out assistance for 3 months through various activities that have been carried out. It can be concluded that the assistance that has been carried out by the assistant with the team has gone quite well. The participation of Zaidan Cookies followers on social media Instagram and TikTok is quite active in responding to events that the companion and team create for the marketing public relations strategy. Keywords: Marketing Public Relations, Brand Image, Social Media, Cookies. UMKM yang menjadi objek untuk memenuhi Tugas Akhir Peduli Negri ini yaitu UMKM Zaidan Cookies. UMKM Zaidan Cookies memiliki beberapa permasalahan seperti, belum memiliki media identitas sehingga sangat sulit untuk membentuk brand image pada UMKM Zaidan Cookies, dalam penyebaran pesan Zaidan Cookies masih menggunakan mulut ke mulut. Media identitas sangat penting dalam pembentukan brand image serta mempermudah UMKM dalam memasarkan produknya dengan adanya media identitas ini UMKM Zaidan Cookies akan lebih dikenal masyarakat karena penyebarannya sangat luas dan sangat mudah menjangkau khalayak sasaran. Dari beberapa permasalahan diatas, pendamping bersama dengan tim melakukan pendampingan serta pelatihan kepada UMKM Zaidan Cookies dalam menggunakan media sosial yang nantinya harus dikelola. Setelah melaksanakan pendampingan selama 3 bulan dengan melalui berbagai kegiatan yang telah dilaksanakan. Dapat disimpulkan bahwa pendampingan yang telah dilaksanakan oleh pendamping dengan tim berjalan cukup baik. Partisipasi followers Zaidan Cookies di media sosial Instagram dan tiktok cukup aktif dalam merespon event yang pendamping dan tim buat untuk strategi dari marketing public relations. Kata Kunci: Marketing Public Relations, Brand Image, Media Sosial, Cookies.
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