APRIYANTO, RIZQI (2024) PERENCANAAN MEDIA KOMUNIKASI PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARNESS UMKM KEDAI PANGSIT MELALUI SOSIAL MEDIA INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Digital marketing is a marketing tool that utilizes social media as a sales promotion platform. In this digital era, advertising can be effectively conducted through social media. Social media has become one of the primary platforms for Micro, Small, and Medium Enterprises (MSMEs) to promote their products or businesses. Creating a regular schedule and engaging captions play a crucial role in digital marketing on social media. Promotional activities through social media, especially on Instagram, have proven to be a highly effective strategy in enhancing brand awareness. One of the MSMEs leveraging social media for promotion is Kedai Pangsit. The use of Instagram social media to promote Kedai Pangsit focuses on increasing brand awareness. This initiative involves mentoring MSMEs at Kedai Pangsit. As a Social Media Planner, I conducted mini workshops and training sessions on content scheduling, content uploading, and creating engaging captions to attract the audience. The mentoring for Kedai Pangsit MSMEs was successfully carried out despite encountering several challenges during implementation. The primary focus of this mentoring was to ensure that the content scheduling on the Spreadsheet was well-organized and that the captions created were attention-grabbing and aligned with the content covered during the mentoring sessions. Assistance to Kedai Pangsit MSMEs was carried out well and ran smoothly despite facing several obstacles during its implementation. The main focus of this assistance is ensuring that the scheduling of content created in Spreadsheets is neatly organized and the captions created attract the attention of the audience according to the material that has been presented during the assistance. Keywords: Mentoring and Training, Digital Marketing Strategy Planning, Instagram, Awareness, Content Planning. Pemasaran digital (digital marketing) merupakan alat pemasaran dengan menggunakan media sosial sebagai alat promosi penjualan. Di era digital seperti saat ini, beriklan bisa dilakukan melalui media sosial. Media sosial telah menjadi salah satu platform utama bagi para pelaku UMKM (Usaha Mikro Kecil Menengah) untuk mempromosikan produk atau bisnis yang mereka jual. Pembuatan jadwal yang teratur dan caption yang menarik merupkan peran penting dalam melakukan pemasaran digital (digital marketing) di media sosial. Kegiatan promosi melalui media sosial, khususnya Instagram, telah menjadi strategi yang sangat efektif dalam meningkatkan brand awareness. Salah satu UMKM (Usaha Mikro Kecil Menengah) yang menggunakan media sosial untuk promosi adalah UMKM Kedai Pangsit. Penggunaan media sosial Instagram dalam mempromosikan UMKM kedai pangsit berfokus pada peningkatan brand awareness. Kegiatan ini menggunakan metode pendampingan kepada UMKM Kedai Pangsit. Penulis selaku Social Media Planner melakukan pemaparan materi melalui kegiatan mini workshop dan pelatihan mengenai cara pembuatan jadwal konten, cara upload konten dan membuat caption yang menarik audiens. Pendampingan kepada UMKM Kedai Pangsit berhasil terlaksana dengan baik dan berjalan lancar meskipun menghadapi beberapa kendala selama pelaksanaannya. Fokus utama dari pendampingan ini adalah memastikan penjadwalan konten yang dibuat di Spreadsheet sudah teratur rapih dan caption yang dibuat sudah menarik perhatian audiens sesuai dengan materi yang telah disampaikan selama pendampingan. Kata Kunci: Pendampingan dan Pelatihan, Perencanaan Strategi Pemasaran Digital, Instagram, Awareness, Content Planning.
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