Syaefullah, Mohammad Alvin (2025) IMPLEMENTASI PENGGUNAAN MEDIA SOSIAL DALAM MENINGKATKAN KESADARAN MEREK PADA UMKM SEBOTOL. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Pemanfaatan media sosial di era digital saat ini menjadi salah satu kunci penting bagi UMKM dalam membangun brand awareness serta memperluas daya saing di pasar. Namun, masih banyak pelaku UMKM yang belum mampu memaksimalkan penggunaan media sosial dalam strategi pemasaran digital mereka. UMKM Sebotol sebagai pelaku usaha yang menawarkan produk berupa minuman tradisional khas Indonesia, merupakan salah satu contoh usaha yang belum sepenuhnya mengoptimalkan media sosial sebagai sarana pemasaran. Hal ini menyebabkan proses pemasaran masih belum berjalan secara efektif dan jangkauan pasar masih terbatas. Penelitian ini bertujuan untuk meningkatkan brand awareness UMKM Sebotol dengan mengoptimalkan penggunaan media sosial melalui strategi pemasaran digital. Konsep yang digunakan pada proyek ini adalah SDLC (System Development Life Cycle), dengan metode pendekatan Waterfall. Platform media sosial menggunakan Instagram, Tiktok, dan Facebook sebagai alat promosi produk. Tools yang digunakan, khususnya dalam pembuatan konten yaitu Canva, CapCut, Google Drive, Google Spreadsheet, Microsoft Word, PowerPoint, dan Publish or Perish. Hasil proyek ini membuktikan bahwa peran community engagement dalam membangun dan memelihara hubungan yang erat dengan audiens dan mitra bisnis berkontribusi besar terhadap meningkatkan keterlibatan pelanggan, memperluas jangkauan pasar, dan membangun loyalitas terhadap brand dari UMKM Sebotol melalui interaksi yang konsisten dan responsif di berbagai platform media sosial. use of social media in the current digital era is one of the important keys for MSMEs in building brand awareness and expanding competitiveness in the market. However, there are still many MSMEs who have not been able to maximize the use of social media in their digital marketing strategies. MSME Sebotol as a business actor that offers products in the form of traditional Indonesian drinks, is one example of a business that has not fully optimized social media as a marketing tool. This causes the marketing process to still not run effectively and market reach is still limited. This study aims to increase brand awareness of MSME Sebotol by optimizing the use of social media through digital marketing strategies. The concept used in this project is SDLC (System Development Life Cycle), with the Waterfall approach method. Social media platforms use Instagram, Tiktok, and Facebook as product promotion tools. The tools used, especially in content creation, are Canva, CapCut, Google Drive, Google Spreadsheet, Microsoft Word, PowerPoint, and Publish or Perish. The results of this project prove that the role of community engagement in building and maintaining close relationships with audiences and business partners contributes greatly to increasing customer engagement, expanding market reach, and building brand loyalty from UMKM Sebotol through consistent and responsive interactions on various social media platforms.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010336 |
| Uncontrolled Keywords: | Manajemen Media Sosial, Pemasaran Digital, Reputasi Daring, Media Sosial, Brand Awareness, Community Engagement, Strategi Promosi Social Media Management, Digital Marketing, Online Reputation, Social Media, Brand Awareness, Community Engagement, Promotional Strategy |
| 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: | 17 Jul 2025 02:20 |
| Last Modified: | 17 Jul 2025 02:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96119 |
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