WIJAJI, MUHAMMAD HAFIZ (2024) PENDAMPINGAN PERANCANGAN SOCIAL MEDIA CONTENT PLANNER UNTUK MEMBANGUN BRAND AWARENESS PADA INSTAGRAM UMKM "ROPANG GOGO". S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (523kB) | Preview |
|
|
Text (ABSTRAK)
02 Abstrak.pdf Download (101kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
03 Bab 1.pdf Restricted to Registered users only Download (245kB) |
|
|
Text (BAB II)
04 Bab 2.pdf Restricted to Registered users only Download (488kB) |
|
|
Text (BAB III)
05 Bab 3.pdf Restricted to Registered users only Download (412kB) |
|
|
Text (BAB IV)
06 Bab 4.pdf Restricted to Registered users only Download (215kB) |
|
|
Text (BAB V)
07 Bab 5.pdf Restricted to Registered users only Download (964kB) |
|
|
Text (BAB VI)
08 Bab 6.pdf Restricted to Registered users only Download (54kB) |
|
|
Text (DAFTAR PUSTAKA)
09 Daftar Pustaka.pdf Restricted to Registered users only Download (88kB) |
|
|
Text (LAMPIRAN)
10 Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
In the increasingly advanced digital era, digital marketing has become important for every brand to be able to reach a wider audience. Instagram is a digital marketing platform that brands can use to build brand awareness and market their products to a larger audience. However, not all brands can maximize Instagram as a medium for building awareness, such as MSME Ropang Gogo which has not implemented a digital marketing strategy on Instagram social media. The companion acts as a social media content planner who is responsible for designing media planning as a partner solution in building brand awareness. In this TAPN activity, management and mentoring uses the SMART method consisting of Specific, Measurable, Relevant, Achievable, Time-Related by George T. Doran. The result of this assistance is that partners are able to achieve the content planner's key performance indicators (KPI), are able to design content independently, look for references and set content goals in the content plan. These results can be seen from entertainment content, product knowledge, promotions, education, information, content created by partners that is more interesting, informative and encourages audience interaction. Keywords: Digital marketing, Brand awareness, Instagram Dalam era digital yang semakin maju, digital marketing menjadi hal yang penting bagi setiap brand untuk dapat menjangkau audiens lebih luas. Instagram menjadi salah satu platform Digital marketing yang dapat digunakan brand untuk membangun brand awareness dan memasarkan produknya kepada audiens yang lebih. Namun tidak semua brand dapat memaksimalkan instagram sebagai media untuk membangun awareness, seperti UMKM Ropang Gogo yang belum menerapkan strategi digital marketing di social media Instagram. Pendamping berperan sebagai social media content planner yang bertanggung jawab dalam merancang perencanaan media sebagai solusi mitra dalam membangun brand awareness. Dalam kegiatan TAPN ini pengelolaan dan pendampingan menggunakan metode SMART terdiri dari Specific, Measurable, Relevant, Achievable, Time-related oleh George T. Doran. Hasil dari pendampingan ini adalah mitra mampu mencapai key performance indicator (KPI) content planner, mampu merancang konten secara mandiri, mencari referensi dan menetapkan tujuan konten pada content plan. Hasil tersebut dapat dilihat dari konten entertainment, product knowledge, promotion, education, information, konten yang dibuat mitra lebih menarik, informatif serta mendorong interaksi audiens. Kata kunci: Digital marketing, Brand awareness, Instagram
Actions (login required)
 |
View Item |
