Adzhiem, Muhammad Arsyiel (2025) PENGGUNAAN DIGITAL MARKETING MELALUI PLATFORM MEDIA SOSIAL DALAM MENINGKATKAN BRAND AWARENESS PADA UMKM MASAKAN NUSANTARA PAKDE JURI PROYEK MEDIA SOSIAL MANAJEMEN. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness melalui platform media sosial pada UMKM Masakan Nusantara Pakde Juri. Pada saat ini media sosial mengalami perkembangan yang sangat pesat, sehingga menuntut para pelaku UMKM untuk mengoptimalkan penggunaan media sosial agar mampu bersaing dan berkompetisi dengan pesaing yang lain. Proyek ini dilakukan pada UMKM Masakan Nusantara Pakde Juri di daerah Kebon Jeruk , Jakarta Barat dengan melakukan pengelolaan media sosial dikarenakan media sosial yang dikelola belum optimal sebagai media promosi, sehingga perlu dilakukannya pendampingan dalam memanfaatkan media sosial. Konsep yang digunakan pada proyek media sosial manajemen adalah konsep SDLC ( System Development Life Cycle) dengan metode waterfall. Dalam pelaksanaan proyek media sosial manajemen yang dilakukan menggunakan content pillars promotion, entertainment; education, conversation, dan information. Hasil dari proyek media sosial menunjukkan bahwa peran content creator dalam menyusun dan mengelola konten secara terencana dan konsisten berdampak signifikan terhadap peningkatan brand awareness, keterlibatan pelanggan , serta penjualan UMKM Masakan Nusantara Pakde Juri. Dengan pengelolaan konten yang efektif, media sosial terbukti menjadi alat pemasaran yang kuat bagi UMKM dalam menghadapi persamgan. This research aims to determine the influence of brand awareness through social media platforms on the UMKM Masakan Nusantara Pakde Juri. Currently, social media is experiencing rapid development, which demands MSME actors to optimize the use of social media in order to compete and compete with other competitors. This project was conducted on the UMKM Masakan Nusantara Pakde Juri in the Kebon Jeruk area, West Jakarta, by managing social media because the managed social media was not yet optimal as a promotional medium, thus requiring assistance in utilizing social media. The concept used in the social media management project is the SDLC (System Development Life Cycle) concept with the wate,fall method. In the implementation of the social media management project, content pillars such as promotion, entertainment, education, conversation, and ieformation were used. The results of the social media project show that the role of content creators in planning and managing content in a structured and consistent manner significantly impacts the increase in brand awareness, customer engagement, and sales of UMKM Masakan Nusantara Pakde Juri. With effective content management, social media has proven to be a powerful marketing tool for SMEs in facing competition.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010326 |
| Uncontrolled Keywords: | Proyek Media sosial, Brand Awareness, SDLC (System Development Life Cycle ), Content Creator Project Social media, Brand Awareness, SDLC (System Development Life Cycle), Content Creator |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 11 Apr 2025 03:07 |
| Last Modified: | 11 Apr 2025 03:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95148 |
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