LUHUR, AHRUL PUTRA MANGKU (2025) STRATEGI PEMASARAN UNTUK MENINGKATKAN KESADARAN MEREK MELALUI SOSIAL MEDIA UNTUK UMKM ES PODENG PIK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This project aims to develop and implement an effective social media management strategy for the SME Es Podeng PIK. The main focus is to enhance brand awareness, expand market reach, and increase sales through digital platforms such as Instagram, Facebook, and TikTok. The strategy includes creative content production, brand message alignment, and the use of interactive features on social media. SWOT, STP, and AIDA analyses are utilized to strengthen marketing planning. The results show that this approach significantly improved engagement, brand visibility, as well as sales and follower growth. This project serves as an example of a successful digital strategy implementation for SME development through social media channels. Keywords: SME, Digital Strategy, Social Media Management, Brand Awareness, Content Strategy Proyek ini bertujuan untuk mengembangkan dan menerapkan strategi manajemen media sosial yang efektif bagi UMKM Es Podeng PIK. Fokus utama adalah meningkatkan kesadaran merek, memperluas jangkauan pasar, dan mendorong peningkatan penjualan melalui platform digital seperti Instagram, Facebook, dan TikTok. Strategi yang digunakan mencakup pembuatan konten kreatif, penyesuaian pesan brand, serta pemanfaatan fitur interaktif media sosial. Analisis SWOT, STP, dan AIDA digunakan untuk memperkuat perencanaan strategi pemasaran. Hasil proyek menunjukkan bahwa pendekatan ini mampu meningkatkan engagement, brand visibility, dan jumlah pengikut serta penjualan secara signifikan. Proyek ini menjadi contoh implementasi strategi digital yang efektif dalam pengembangan UMKM berbasis media sosial. Kata Kunci: UMKM, Strategi Digital, Manajemen Media Sosial, Kesadaran Merek, Strategi Konten
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