FADILLAH, DAFFA MOESLIM (2025) PENDAMPINGAN PEMBUATAN KONTEN KREATIF DI MEDIA SOSIAL UNTUK BRANDING UMKM ISFAHAN DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Isfahan Store is a business that sells textile fabrics, classified as a Micro, Small, and Medium Enterprise. Located at Jl. KH Wahid Hasyim Cipadu No.01 RT.02/08 Tangerang, Kec. Larangan 15155, Isfahan Store was established by Mr. Khasemi in 2020 and has been operating ever since. Currently, the store is facing several challenges in determining the right branding strategy to enhance brand awareness. One of the main issues is the stiff competition with other stores selling similar fabrics, as well as the lack of activity in creating creative content on social media. To introduce and expand its product market, Isfahan Store needs to focus on increasing brand awareness to build customer loyalty and thus broaden sales. In establishing a strong positioning in consumers' minds through creative content, Isfahan Store can leverage content marketing for promotional activities on social media. Strengthening the brand identity—through elements such as taglines, logos, colors, and packaging—will make the brand more recognizable. The logo that will be introduced will be aligned with the brand identity being created as a brand attribute. The success of branding on social media can be measured by reviewing the insights of the content that has been uploaded, allowing for evaluation and the creation of content that meets the needs of the audience. By providing engaging, creative, and innovative content, Isfahan Store's branding will become more prominent in the minds of the public, making the store more easily recognized. Keywords: Isfahan Store, creative content, brand identity, brand awareness. Toko Isfahan merupakan usaha yang menjual Kain tekstil. Salah satu Usaha Mikro, Kecil, dan Menengah. Toko Isfahan di berada di Jl.KH Wahid Hasyim Cipadu No.01 RT.02/08 Tangerang Kec. Larangan 15155. Toko Isfahan di didirikan oleh Bapak Khasemi mulai dari tahun 2020 hingga saat ini. Pada saat ini mitra masih mengalami beberapa permasalahan dalam menentukan strategi branding yang tepat untuk meningkatkan brand awareness. Selama usahanya ini, masih banyak masalah yang dihadapi dalam implementasi strategi branding, termasuk banyak kompetitor yang menjual kain seperti Toko Isfahan dan kurang aktifnya dalam membuat konten kreatif di media sosial. Guna memperkenalkan dan memperluas pangsa pasar produk, Toko Isfahan harus meningkatkan brand awareness dalam membangun loyalitas konsumen sehingga dapat memperluas penjualan. Dalam membangun positioning di benak konsumen melalui konten kreatif, Toko Isfahan dapat menggunakan content marketing untuk aktivitas promosi di media sosial. Dengan memperkuat brand identity produk akan jauh lebih dikenal melalui tagline, logo, warna, kemasan, dll. logo yang akan di perkenalkan akan disesuaikan dengan identitas brand yang akan dibuat sebagai atribut brand. Hal ini dapat mengukur keberhasilan branding di media sosial, melihat dari peninjauan insight konten yang telah diunggah untuk dievaluasi sehingga dapat menghadirkan konten yang sesuai dengan kebutuhan masyarakat. Dengan memberikan konten yang menarik, kreatif, dan berinovasi akan meningkatan branding Toko Isfahan akan meluas di benak masyarakat serta membuat konten yang sesuai dengan identitas brand agar Toko Isfahan dapat dikenal lebih mudah di khalayak. Kata Kunci: Toko Isfahan, konten kreatif, brand identity, brand awareness.
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