ANANDA, WAHYU EKA (2025) PERAN PENGGUNAAN SOCIAL MEDIA MANAGEMENT PADA UMKM KRIPIK PISANG "CAU GELIS" BERDASARKAN PERSPEKTIF LEADER STUDI KASUS PADA UMKM KRIPIK PISANG CAU GELIS DI KEMBANGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This project aims to analyze the impact of Social Media Management on the development of the small business Kripik Pisang “Cau Gelis” from the perspective of a team leader. By utilizing social media platforms such as Instagram and TikTok, the project focuses on increasing brand awareness and product sales through digital content strategies, influencer collaborations, and digital advertising. Previously relying on traditional marketing methods, Cau Gelis experienced a significant improvement in customer engagement and brand visibility. The implementation of social media management not only supported promotional activities but also contributed to better financial tracking and operational efficiency. The results demonstrate that digital strategies via social media can serve as an effective solution for the growth and sustainability of micro, small, and medium enterprises (MSMEs) in the digital age. Keywords: Social Media Management, MSME, Brand Awareness, Instagram, TikTok, Digital Strategy Proyek ini bertujuan untuk menganalisis peran penerapan Social Media Management terhadap perkembangan UMKM Kripik Pisang “Cau Gelis” dari sudut pandang seorang leader. Dengan memanfaatkan media sosial seperti Instagram dan TikTok, proyek ini difokuskan untuk meningkatkan brand awareness dan volume penjualan produk melalui strategi konten digital, kolaborasi dengan influencer, serta penggunaan iklan digital. UMKM Cau Gelis yang sebelumnya hanya mengandalkan pemasaran konvensional mengalami peningkatan keterlibatan konsumen serta pertumbuhan signifikan dalam visibilitas merek. Penerapan manajemen media sosial tidak hanya membantu dalam promosi, tetapi juga dalam pencatatan keuangan dan efisiensi operasional UMKM. Hasil akhir dari proyek ini menunjukkan bahwa strategi digital melalui media sosial mampu menjadi solusi efektif dalam pengembangan usaha kecil dan menengah di era digital. Kata Kunci: Social Media Management, UMKM, Brand Awareness, Instagram, TikTok, Strategi Digital
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