PERAN PENGGUNAAN SOCIAL MEDIA MANAGEMENT PADA UMKM KRIPIK PISANG "CAU GELIS" BERDASARKAN PERSPEKTIF COMMUNITY ENGAGEMENT (STUDI KASUS PADA KRIPIK PISANG CAU GELIS DI KEMBANGAN)

RIDWAN, MUHAMMAD DZAKI (2025) PERAN PENGGUNAAN SOCIAL MEDIA MANAGEMENT PADA UMKM KRIPIK PISANG "CAU GELIS" BERDASARKAN PERSPEKTIF COMMUNITY ENGAGEMENT (STUDI KASUS PADA KRIPIK PISANG CAU GELIS DI KEMBANGAN). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the impact of social media management utilization on improving marketing performance and achieving business sustainability at the "Cau Gelis" Banana Chips MSME in Kembangan. In the context of rapid digital technology development, the use of social media platforms such as Instagram and TikTok is considered crucial for expanding market reach, building brand image, and enhancing consumer engagement. Through a structured social media management project approach, the research team implemented digital marketing strategies, content optimization, as well as comprehensive financial and reporting management for the MSME. The findings indicate that this digital strategy has a positive impact on increasing sales, operational efficiency, and brand awareness, measured by indicators such as follower growth, content engagement, and net profit level. This research is expected to serve as a strategic reference for digital-based MSME development, while also contributing academically to the field of modern marketing management in the era of digital transformation. Keywords: Social Media, MSME, Social Media Management, Digital Marketing, Brand Image, ROI, E-Commerce Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan manajemen media sosial terhadap peningkatan kinerja pemasaran dan pencapaian keberlanjutan usaha pada UMKM Kripik Pisang “Cau Gelis” di Kembangan. Dalam konteks perkembangan teknologi digital yang pesat, pemanfaatan platform media sosial seperti Instagram dan TikTok dinilai krusial dalam memperluas jangkauan pasar, membangun citra merek, serta meningkatkan interaksi dengan konsumen. Melalui pendekatan proyek berbasis implementasi manajemen media sosial yang terstruktur, tim peneliti melaksanakan strategi pemasaran digital, optimasi konten, serta pengelolaan keuangan dan pelaporan UMKM secara menyeluruh. Hasil penelitian menunjukkan bahwa strategi digital ini mampu memberikan dampak positif terhadap peningkatan penjualan, efisiensi operasional, serta kesadaran merek, yang diukur melalui indikator pertumbuhan jumlah pengikut, keterlibatan konten, dan tingkat laba bersih usaha. Penelitian ini diharapkan dapat menjadi rujukan strategis bagi pengembangan UMKM berbasis digital, sekaligus kontribusi akademis dalam bidang manajemen pemasaran modern di era transformasi digital. Kata Kunci: Media Sosial, UMKM, Manajemen Media Sosial, Pemasaran Digital, Brand Image, ROI, E-Commerce

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 295
NIM/NIDN Creators:	43121010341
Uncontrolled Keywords:	Media Sosial, UMKM, Manajemen Media Sosial, Pemasaran Digital, Brand Image, ROI, E-Commerce
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.02 Management of Enterprises of Specific Sizes and Scopes/Pengelolaan Usaha dengan Ukuran dan Lingkup Tertentu > 658.023 Big Enterprises/Usaha Besar 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	20 Sep 2025 09:02
Last Modified:	20 Sep 2025 09:02
URI:	http://repository.mercubuana.ac.id/id/eprint/98192

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