RACHMAYANTI, NABILAH (2024) PENDAMPINGAN DAN PENGELOLAAN PERENCANAAN MEDIA DIGITAL PADA MEDIA SOSIAL INSTAGRAM UMKM PERSAMAAN KOPI DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
SMEs competition in digital media is increasing rapidly. The implementerand the team carried out the National Care Final Task (TAPN) activity to helpdevelop Persamaan Kopi brand awareness, especially on Instagram. SMEsPersamaan Kopi is known for its uniqueness, such as using coffee beans fromlocal farmers, which are processed directly by the baristas, having rooftopfacilities, and having a comfortable place to work from a cafe. Previously, Persamaan Kopi SMEs had an Instagram account, but the promotion was not optimal due to a lack of human resources (HR) to manage the account. Persamaan Kopi has 1718 followers, 44 posts, and 0 following on their Instagramaccount.T The methods applied in this activity are training (the presentation of material) and mentoring. Acting as a Digital Media Planner provides trainingand assistance, including how to search for references with relevant keywords, create daily content plans, explain types of content, and publish content onInstagram. For eight months (July 2023 - Nove,ber 2023) and (March 2024 - June2024), the implementation team accompanied Persamaan Kopi, with the result that the partners succeeded in finding references with relevant keywords, creatingdaily content plans, implementing various types of content, and publishing content on Instagram. This is supported by the results of the questionnaire survey, whichshow that 100% of respondents strongly agree that Persamaan Kopi SMEs canimplement the results of mentoring. In terms of engagement, the number of Persamaan Kopi followers has also increased, namely to 1932 followers as of June 30, 2024. Based on the analysis of training and mentoring, the potential forsustainability of Persamaan Kopi SMEs can be seen in running their businessesvia Instagram. SMEs begin to understand how to create content and utilizeInstagram features to maximize content. The team hoped that partners couldcontinue to innovate in designing strategies on Instagram so that they couldmaintain their existence on social media. Keyword: SMEs, Brand Awareness, Digital Media Planner, Instagram Persaingan UMKM di media digital semakin pesat. Pelaksana dan timmelakukan kegiatan Tugas Akhir Peduli Negeri (TAPN) untuk membantumengembangkan brand awareness Persamaan Kopi, khususnya di Instagram. UMKM Persamaan Kopi dikenal dengan keunikannya seperti penggunaan biji kopi dari petani lokal yang diolah langsung oleh baristanya, mempunyai fasilitasrooftop, dan tempat yang nyaman untuk bekerja dari kafe. Sebelumnya UMKMPersamaan Kopi telah memiliki akun Instagram, namun promosi yang dilakukanbelum optimal karena kurangnya sumber daya manusia (SDM) yang mengelolaakun tersebut. Persamaan Kopi memiliki 1718 followers, 44 posts, dan 0 followingdi akun Instagramnya. Metode yang diterapkan dalam kegiatan ini adalah pelatihan (pemaparanmateri) dan pendampingan. Pelaksana sebagai Digital Media Plannermemberikan pelatihan dan pendampingan mencakup cara mencari referensi dengan kata kunci yang relevan, pembuatan rencana konten harian, penjelasanjenis-jenis konten, serta publikasi konten di Instagram. Selama delapan bulan (Juli 2023 - November 2023) dan (Maret 2024 - Juni 2024) tim pelaksana mendampingi Persamaan Kopi, hasilnya mitra berhasil mencari referensi dengan kata kunci yang relevan, membuat rencana kontenharian, mengimplementasikan berbagai jenis konten, dan mempublikasikankonten di Instagram. Hal ini didukung oleh hasil kuesioner yang menunjukkanbahwa 100% responden sangat setuju bahwa Mitra UMKM dapat menerapkanhasil pendampingan. Dari segi engagement, jumlah pengikut Persamaan Kopi juga meningkat, yakni menjadi 1932 followers per 30 Juni 2024. Berdasarkan analisis pelatihan dan pendampingan, terlihat potensi keberlanjutan UMKM Persamaan Kopi dalam menjalankan bisnisnya melalui Instagram. Mitra mulai memahami cara membuat konten dan memanfaatkan fiturfitur Instagram untuk memaksimalkan konten. Diharapkan mitra dapat terusberinovasi dalam merancang strategi di Instagram agar dapat menjagaeksistensinya di media sosial. Kata Kunci: UMKM, Brand Awareness, Digital Media Planner, Instagram.
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