Abidin, Syalwa Alifia (2025) Strategi Mengoptimalkan Media Sosial dalam Meningkatkan Jangkauan dan Mempertahankan Konsumen pada UMKM Lalapan Kelapa Gading. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Dalam era digital, media sosial memiliki peran penting dalam mendukung UMKM untuk memperkuat brand awareness dan meningkatkan daya saing. Namun, masih terdapat UMKM yang belum mampu memanfaatkan potensi media sosial secara optimal dalam strategi pemasaran digital. Salah satunya adalah UMKM Lalapan Kelapa Gading yang bergerak di bidang kuliner dan berlokasi di Jakarta Utara. UMKM ini belum sepenuhnya mengoptimalkan media sosial sebagai media pemasaran digital, sehingga promosi yang dilakukan belum optimal dan jangkauan pasar masih terbatas. Penelitian ini bertujuan untuk mengoptimalkan pemanfaatan media sosial dalam meningkatkan brand awareness UMKM Lalapan Kelapa Gading melalui strategi pemasaran digital. Konsep yang digunakan yaitu System Development Life Cycle (SDLC), dengan pendekatan Waterfall. Platform media sosial menggunakan Instagram, Tiktok, dan YouTube sebagai alat promosi produk UMKM Lalapan Kelapa Gading. Berbagai tools seperti Canva, CapCut, Google Drive, Google Spreadsheet, Microsoft Word, PowerPoint, Linktree, dan Publish or Perish digunakan untuk mendukung pembuatan konten yang mencakup aspek promosi, informasi, interaksi, dan engagement. Hasil proyek ini membuktikan bahwa peran content creator dalam merancang dan mengelola strategi pemasaran digital berkontribusi besar terhadap peningkatan jangkauan, keterlibatan audiens, serta loyalitas konsumen UMKM Lalapan Kelapa Gading. Melalui perencanaan yang terstruktur dan strategi konten yang menarik, UMKM dapat meningkatkan daya saing, memperluas audiens, serta mendorong pertumbuhan bisnis di tengah persaingan pasar yang ketat. Kata kunci: Proyek Manajemen Media Sosial, Brand Awareness, Meningkatkan Jangkauan, Content Creator, Strategi pemasaran, System Development Life Cycle (SDLC), UMKM. In the digital era, social media plays an important role in supporting MSMEs to strengthen brand awareness and increase competitiveness. However, there are still MSMEs that have not been able to optimally utilize the potential of social media in digital marketing strategies. One of them is the Lalapan Kelapa Gading MSME which is engaged in the culinary sector and is located in North Jakarta. This MSME has not fully optimized social media as a digital marketing medium, so that the promotion carried out is not optimal and the market reach is still limited. This study aims to optimize the use of social media in increasing brand awareness of the Lalapan Kelapa Gading MSME through a digital marketing strategy. The concept used is the System Development Life Cycle (SDLC), with a Waterfall approach. Social media platforms use Instagram, Tiktok, and YouTube as promotional tools for Lalapan Kelapa Gading MSME products. Various tools such as Canva, CapCut, Google Drive, Google Spreadsheet, Microsoft Word, PowerPoint, Linktree, and Publish or Perish are used to support content creation that includes aspects of promotion, information, interaction, and engagement. The results of this project prove that the role of content creators in designing and managing digital marketing strategies contributes greatly to increasing the reach, audience engagement, and consumer loyalty of UMKM Lalapan Kelapa Gading. Through structured planning and attractive content strategies, UMKM can increase competitiveness, expand audiences, and drive business growth amidst tight market competition. Keywords: Social Media Management Project, Brand Awareness, Increasing Reach, Retaining Consumers, Content Creator, Marketing Strategy, System Development Life Cycle (SDLC), UMKM.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010344 |
| Uncontrolled Keywords: | Brand Awareness, Meningkatkan Jangkauan, Content Creator, Strategi pemasaran, System Development Life Cycle (SDLC), UMKM |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | anggitto Surya Hadi Perpus Meruya |
| Date Deposited: | 24 Jun 2025 04:20 |
| Last Modified: | 24 Jun 2025 04:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95813 |
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