SOLEHAH, ASYIFA ANAS (2024) PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARENESS UMKM KEDAI PANGSIT MELALUI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The impact of technological developments has made online marketing even bigger in the marketing world, giving rise to the term called digital marketing. Because of this development, the impact of using social media engagement is becoming increasingly evident, so that MSMEs (Micro, Small and Medium Enterprises) are implementing digital marketing as a way to attract customers. One of them is Kedai Pangsit MSME which has a strong goal of maximizing its Instagram engagement. So to be able to achieve this goal, accurate planning and appropriate strategies are needed to optimally achieve the target. This activity uses a mentoring method and the partner is the MSME Kedai Pangsit, where the author acts as a Social Media Strategic who is tasked with preparing a digital marketing strategy plan as a solution to partner problems to maximize Instagram engagement. In this TAPN activity, the planning and management used uses the basic concept of AISAS by Dentsu which consists of Attention – Interest – Search – Action – Share. In its management, the author uses Attention, Interest and Search points as indicators of success achievement. The result of this assistance was an increase in followers by 548 followers, starting from 667 followers to 1,215 followers, the largest number of Instagram profile visits was 1,562, the largest reach was 13,656, the largest impression was 30,480, then the largest engagement was 15.9% with an average 30 likes and 5 comments. Apart from that, Kedai Pangist customers also like to provide good testimonials and product reviews. Keywords: Mentoring and Training, Social Media Marketing, Digital Marketing Strategy Planning, Instagram, Engagement. Dampak dari perkembangan teknologi membuat pemasaran online menjadi semakin besar di dunia pemasaran, sehingga memunculkan istilah yang disebut pemasaran digital. Karena perkembangan ini, dampak pemanfaatan engagement media sosial semakin nyata, sehingga para pelaku UMKM (Usaha Mikro Kecil Menengah) menerapkan pemasaran digital sebagai salah satu cara untuk menarik customer. Salah satunya UMKM Kedai Pangsit yang memiliki tujuan kuat dalam memaksimalkan engagement instagramnya. Maka untuk dapat mencapai tujuan tersebut, diperlukan ketepatan perencanaan hingga strategi yang sesuai agar optimal dalam mencapai target. Kegiatan ini menggunakan metode pendampingan dan mitranya adalah UMKM Kedai Pangsit, dimana penulis berperan sebagai Social Media Strategic yang bertugas menyusun rencana strategi pemasaran digital sebagai solusi dari permasalahan mitra untuk memaksimalkan engagement instagram. Dalam kegiatan TAPN ini, perencanaan dan pengelolaan yang digunakan yaitu menggunakan konsep dasar AISAS oleh Dentsu yang terdiri dari Attention – Interest – Search – Action – Share. Dalam pengelolaannya, penulis menggunakan point Attention, Interest, dan Search sebagai acaun Indikator Capaian Keberhasilan. Hasil dari pendampingan ini adalah peningkatan followers sebanyak 548 followers, berawal dari 667 followers menjadi 1.215 followers, kunjungan profil instagram paling besar sebanyak 1,562, reach paling besar sebanyak 13.656, impression paling besar sebanyak 30.480, lalu engagement paling besar sebanyak 15.9% dengan rata-rata 30 likes dan 5 comment. Selain itu, customer Kedai Pangist juga suka memberikan testimoni dan review produk dengan baik. Kata Kunci: Pendampingan dan Pelatihan, Social Media Marketing, Perencanaan Strategi Pemasaran Digital, Instagram, Engagement.
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