PENGEMBANGAN STRATEGI PEMASARAN MELALUI OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN PENJUALAN UMKM DI BIDANG PAKAIAN ANAK (STUDI KASUS PADA ADR KIDS DI KOTA TANGERANG)

Hanyfah, Nurul (2025) PENGEMBANGAN STRATEGI PEMASARAN MELALUI OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN PENJUALAN UMKM DI BIDANG PAKAIAN ANAK (STUDI KASUS PADA ADR KIDS DI KOTA TANGERANG). S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini dilatar belakangi oleh faktor perekonomian negara yang terus berkembang, yaitu dari aspek perdagangan. UMKM menjadi salah satu sektor yang mampu meningkatkan perekonomian negara sehingga memiliki pengaruh penting terhadap pertumbuhan ekonomi di Indonesia. Banyak UMKM harus menghadapi masalah dalam pemasaran produk mereka secara efektif. UMKM ADR Kids merupakan suatu jenis usaha bergerak di bidang pakaian anak secara online berlokasi di Kota Tangerang yang tidak mengoptimalkan strategi pemasaran dengan media sosial sehingga mempengaruhi penjualan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh media sosial pada penjualan. Konsep yang digunakan yaitu SMAC (Social, Mobile, Analysis, dan Cloud) pada proyek sosial media. Platform media sosial menggunakan Instagram, Tiktok, dan Facebook sebagai alat promosi produk UMKM ADR Kids. Tools dalam konten dengan menggunakan Canva, Capcut, Google Drive, Google Spreadsheet, Microsoft Word, Mendeley, Power Point, dan Publish Or Perish. Jenis Tampilan konten dan fitur dalam perencanaan pembuatan konten antara lain product knowledge, edukasi, informasi, testimoni, dan interaksi. Hasil dari proyek media sosial menunjukkan bahwa peran strategis community engagement memiliki peran penting dalam perencanaan strategi pemasaran yang berdampak signifikan terhadap peningkatan reputasi, keterlibatan pelanggan, dan pertumbuhan penjualan UMKM ADR Kids. This research is motivated by the country's economic factors that continue to grow, namely from the trade aspect. MSMEs are one of the sectors that are able to improve the country's economy so that they have an important influence on economic growth in Indonesia. Many MSMEs have to face problems in marketing their products effectively. MSME ADR Kids is a type of business engaged in online children's clothing located in Tangerang City that does not optimize marketing strategies with social media, thus affecting sales. The purpose of this study is to determine the effect of social media on sales. The concept used is SMAC (Social, Mobile, Analysis, and Cloud) on social media projects. Social media platforms use Instagram, Tiktok, and Facebook as promotional tools for MSME ADR Kids products. Tools in content using Canva, Capcut, Google Drive, Google Spreadsheet, Microsoft Word, Mendeley, Power Point, and Publish Or Perish. Types of content displays and features in content creation planning include product knowledge, education, information, testimonials, and interaction. The results of the social media project show that the strategic role of community engagement has an important role in marketing strategy planning which has a significant impact on improving the reputation, customer engagement, and sales growth of ADR Kids MSME.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43121010342
Uncontrolled Keywords: Community Engagement media sosial, Strategi pemasaran, Optimalisasi Media Sosial, Meningkatkan Penjualan Social Media Community Engagement, Marketing Strategi, Optimalization Social Media, Increase Sales
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: NAIMAH NUR ISLAMIDIYANAH
Date Deposited: 04 Jul 2025 07:21
Last Modified: 04 Jul 2025 07:21
URI: http://repository.mercubuana.ac.id/id/eprint/95995

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