ADITYA, FEBRIAN (2024) OPTIMALISASI PERENCANAAN MEDIA SOSIAL DALAM MENINGKATKAN ENGAGEMENT PADA AKUN INSTAGRAM UMKM EATKUY_IN. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (479kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (359kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (249kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (278kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (388kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB VI)
07 BAB 6.pdf Restricted to Registered users only Download (150kB) |
|
|
Text (DAFTAR PUSTAKA)
08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (178kB) |
|
|
Text (LAMPIRAN)
09 LAMPIRAN.pdf Restricted to Registered users only Download (983kB) |
Abstract
The rapid development of technology has undoubtedly impacted the marketing world, leading to the emergence of digital marketing. The influence of social media on increasing sales engagement is particularly evident, as seen with the MSME Eatkuy In, which aims to maximize Instagram engagement. To achieve this goal, precise planning and appropriate strategies are necessary to optimize target achievement. This activity involved mentoring the MSME Eatkuy In, where the mentor acted as a Social Media Strategist responsible for developing a digital marketing strategy plan as a solution to the partner's challenges in maximizing Instagram engagement. In this TAPN program, the planning approach used is based on the SOSTAC Planning Framework by Chaffey and Smith (2017), which includes Situation, Objective, Strategy, Tactics, Actions, and Control. Additionally, the Social Media Marketing Process by Walter Lim was utilized. The mentoring method involved presenting materials and providing guidance related to Instagram social media planning for the MSME Eatkuy In. The outcome of this mentoring was the creation of a diverse range of content, from feeds to stories, including product content, informative posts, giveaways, tips, entertainment, and promotions. Content references were also sought to establish benchmarks or standards for content creation. The TAPN program runs for 8 months, from October 2023 to June 2024. During this period, Eatkuy In's customers have frequently provided testimonials and positive product reviews. Dengan pesatnya perkembangan teknologi tentu memberikan dampak pada dunia pemasaran, sehingga memunculkan istilah pemasaran digital. Kemudian dampak yang ditimbulkan oleh media sosial sangat nyata terhadap peningkatan engagement penjualan. Salah satunya UMKM Eatkuy In yang memiliki tujuan 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 kepada UMKM Eatkuy In, dimana pendamping berperan sebagai Social Media Strategist yang bertugas menyusun perencanaan strategi pemasaran digital sebagai solusi permasalahan mitra agar dapat memaksimalkan engagement Instagram. Dalam kegiatan TAPN ini perencanaan yang digunakan yaitu menggunakan konsep Perencanaan SOSTAC oleh Chaffey dan Smith (2017). Konsep Perencanaan SOSTAC terdiri dari Situation – Objective – Strategy – Tactics – Actions - Control. Serta menggunakan Social Media Marketing Process oleh Walter Lim. Metode pendampingan yang digunakan dalam kegiatan ini melibatkan pemaparan materi serta pengarahan terkait perencanaan media sosial instagram kepada UMKM Eatkuy In. Hasil dari pendampingan ini adalah variasi konten yang beragam berupa feeds hingga story, yang meliputi konten produk, informatif, giveaway, tips, hiburan, promosi, kemudian menncari referensi konten agar terdapat tolak ukur atau standar dalam pembuatan konten, kemudian durasi program TAPN ini adalah sepanjang 8 bulan dari Oktober 2023 hingga Juni 2024 Customer Eatkuy In juga cukup sering memberikan testimoni dan review produk yang cukup baik.
Actions (login required)
 |
View Item |
