HERMANTO, RIZA (2024) PENDAMPINGAN & PENGELOLAAN STRATEGI MEDIA SOSIAL DALAM MEMBANGUN BRAND AWARENESS PADA AKUN INSTAGRAM UMKM "ROPANG GOGO". S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In today's digital era, the presence of social media is one of the main keys to expanding market reach and increasing brand awareness, especially for Micro, Small, and Medium Enterprises (MSMEs) such as Ropang Gogo. The purpose of this study is to provide mentoring and management of social media strategies in building brand awareness on the Instagram account of MSME Ropang Gogo. The approach used in this mentoring includes an initial analysis of the condition of the Ropang Gogo Instagram account, formulating a content strategy, to interacting with the audience. Various digital marketing techniques, including the use of effective hashtags, collaborating with local influencers, and creating interesting content, are applied to achieve the goals that have been set. According to Kotler (in Julianto, 2022), a marketing strategy is a marketing logic and based on that, business units are expected to achieve the marketing targets that have been set. The results of the management and mentoring on Instagram @RopangGogo got 249 followers, which means an increase of 69 followers. In addition, it also managed to increase engagement by 9 engagements (from 10 to 19), namely reaching a 9.5% engagement rate and a reach of 54 Accounts Reach 77.8% followers and 22.2% non-followers. Keywords: Mentoring and Training, Social Media Marketing, Social Media Management, Instagram, Brand Awareness Dalam era digital saat ini, kehadiran media sosial menjadi salah satu kunci utama untuk memperluas jangkauan pasar dan meningkatkan brand awareness, terutama bagi usaha Mikro, Kecil, dan Menengah (UMKM) seperti Ropang Gogo. Tujuan dari penelitian ini adalah untuk memberikan pendampingan dan pengelolaan strategi media sosial dalam membangun brand awareness pada akun Instagram UMKM Ropang Gogo. Pendekatan yang digunakan dalam pendampingan ini meliputi analisis awal terhadap kondisi akun Instagram Ropang Gogo, perumusan strategi konten, hingga interaksi dengan audiens. Berbagai teknik pemasaran digital, termasuk penggunaan hashtag yang efektif, kolaborasi influencer lokal, dan pembuatan konten menarik, diterapkan untuk mencapai tujuan yang telah ditetapkan. Menurut Kotler (dalam Julianto, 2022), strategi pemasaran merupakan logika pemasaran dan berdasarkan itu unit bisnis diharapkan untuk mencapai sasaran-sasaran pemasaran yang telah ditetapkan. Hasil dari pengelolaan dan pendampingan di Instagram @RopangGogo ini mendapatkan 249 followers yang artinya naik 69 followers. Selain itu, juga berhasil meningkatkan engagement mencapai 9,5% engagement rate dan reach sebanyak 54 Account Reach 77,8% followers dan 22,2% non-followers. Kata Kunci: Pendampingan dan Pelatihan, Social Media Marketing, Pengelolaan Media Sosial, Instagram, Brand Awareness
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