PENDAMPINGAN STRATEGI PROMOSI DIGITAL MARKETING UNTUK BRANDING UMKM ISFAHAN DALAM MENINGKATKAN BRAND AWARENESS

PURNAMASARI, NIDA AKMALIA (2024) PENDAMPINGAN STRATEGI PROMOSI DIGITAL MARKETING UNTUK BRANDING UMKM ISFAHAN DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Toko Isfahan was established in 2020 and was founded by Khasemi Isfahan. Currently Toko Isfahan sells various types of fabric. The condition of Toko Isfahan since it was founded in 2020 is that Toko Isfahan relies only on offline shops to sell its fabrics. The main problem of Toko Isfahan has is marketing only from customers who have already purchased. Until now, Toko Isfahan did not have a strong branding form, a logo, tagline or packaging. Plan activities based on problems faced by partners by determining big ideas, making marketing briefs a reference for creating effective and efficient messages. Toko Isfahan's social media account has been actively uploading special greetings and the products they have. With informative and trendy colors, fonts, brand concepts. This is done by Toko Isfahan to maintain and strengthen their brand identity as a differentiator from competitors and to be able to strengthen Brand Awareness by creating video content briefs in accordance with social media trends. Producing comedy content on Instagram and Tik Tok to gain awareness according to target consumers. Keywords: Branding, branding strategy, brand awareness, UMKM KomToko Isfahan berdiri sejak 2020 didirikan oleh Khasemi Isfahan saat ini Toko Isfahan menjual berbagai jenis kain. Kondisi Toko Isfahan sejak berdiri pada tahun 2020 yaitu Toko Isfahan mengandalkan toko offline saja untuk menjual kainnya. Permasalahan utama yang dimiliki oleh Toko Isfahan yaitu pemasaran hanya dari pelanggan yang sudah pernah membeli saja. Sampai saat ini Toko Isfahan belum mempunyai bentuk merek yang matang contohnya logo, tagline maupun packaging. Merencanakan kegiatan bedasarkan permasalahan yang dihadapi mitra dengan menentukan big idea, membuat marketing brief menjadi acuan pembuatan pesan yang efektif dan efisien. Akun media sosial Toko Isfahan sudah aktif mengupload ucapan hari besar dan produk yang dimiliki. Dengan warna, font, konsep brand yang informatif, dan trendy. Hal ini dilakukan mitra untuk mempertahankan dan memperkuat brand identitynya sebagai pembeda dengan competitor serta mampu memperkuat Brand Awareness dengan membuat brief konten video sesuai dengan tren media sosial. Melakukan konten komedi di Instagram dan Tik Tok untuk mendapatkan awareness sesuai target konsumen. Kata kunci: Branding, branding strategy, brand awareness, UMKM

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 24 078
NIM/NIDN Creators:	44320010003
Uncontrolled Keywords:	Branding, branding strategy, brand awareness, UMKM
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.34 Programs for Digital Minicomputers/Program untuk Komputer Mini Digital 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	31 Dec 2024 06:54
Last Modified:	31 Dec 2024 06:54
URI:	http://repository.mercubuana.ac.id/id/eprint/93334

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