SUSANTO, PERI (2025) PERAN COMMUNITY ENGAGEMENT UNTUK MENINGKATKAN DAYA BELI MASYARAKAT DAN MEMBANGUN BRAND IMAGE TERHADAP PRODUK UMKM HILWAH FOOD. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the ever-evolving digital era, leveraging social media has become a crucial strategy to strengthen the presence and competitiveness of Micro, Small, and Medium Enterprises (MSMEs). This research aims to evaluate the effectiveness of social media strategies in increasing consumer purchasing power and building the brand image of Hilwah Food, a producer of kentang mustofa (crispy potato sticks) since 2018. Through a community engagement approach on platforms such as Instagram, TikTok, and Facebook, this project proposes a series of strategies involving content creation, customer interaction, and online reputation management to boost consumer awareness and product sales. The methodology includes SWOT analysis, AIDA model, as well as the Segmenting, Targeting, and Positioning (STP) approach. The project is also supported by tools such as Canva, CapCut, and Google Spreadsheet to design visuals and manage data. The expected outcomes include increased brand awareness, improved user engagement, and significant growth in product sales. Additionally, this project provides added value not only for the MSME but also for students and educational institutions by fostering synergy between the academic world and local entrepreneurship. Keywords: Social media, MSMEs, Brand Image, Community Engagement Dalam era digital yang terus berkembang, pemanfaatan media sosial menjadi salah satu strategi krusial dalam memperkuat eksistensi dan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini bertujuan untuk mengevaluasi efektivitas strategi media sosial dalam meningkatkan daya beli masyarakat serta membangun citra merek (brand image) UMKM Hilwah Food, yang merupakan produsen kentang mustofa sejak 2018. Dengan pendekatan community engagement melalui platform seperti Instagram, TikTok, dan Facebook, proyek ini mengusulkan rangkaian strategi konten, interaksi dengan pelanggan, dan pengelolaan reputasi daring guna meningkatkan kesadaran konsumen dan penjualan. Metodologi yang digunakan melibatkan analisis SWOT, AIDA, serta pendekatan Segmenting, Targeting, dan Positioning (STP). Proyek ini juga didukung oleh perangkat seperti Canva, CapCut, dan Google Spreadsheet dalam merancang visual dan mengelola data. Hasil yang diharapkan mencakup peningkatan brand awareness, peningkatan keterlibatan pengguna (engagement), serta pertumbuhan penjualan produk secara signifikan. Selain itu, proyek ini memberikan nilai tambah tidak hanya bagi UMKM, tetapi juga bagi mahasiswa dan institusi pendidikan dalam membangun sinergi antara dunia akademik dan kewirausahaan lokal. Kata Kunci : Sosial media sosmed, UMKM, Brand Image, Community Engagement
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