PERAN COMMUNITY ENGAGEMENT DALAM STRATEGI PEMASARAN UNTUK MENINGKATKAN AUDIENCE MELALUI MULTI CHANNEL UNTUK UMKM ES PODENG PIK DI INSTAGRAM, TIKTOK DAN FACEBOOK PROYEK MEDIA SOSIAL MANAJEMEN

JULIANTO, ADITIO TRI (2025) PERAN COMMUNITY ENGAGEMENT DALAM STRATEGI PEMASARAN UNTUK MENINGKATKAN AUDIENCE MELALUI MULTI CHANNEL UNTUK UMKM ES PODENG PIK DI INSTAGRAM, TIKTOK DAN FACEBOOK PROYEK MEDIA SOSIAL MANAJEMEN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This project discusses the implementation of digital marketing strategies through community engagement to support the growth of Es Podeng PIK MSMEs, which face challenges such as the absence of official social media accounts and a lack of knowledge about digital marketing. By utilizing Instagram, TikTok, and Facebook platforms, this project implements a practical approach that involves creating scheduled content, monitoring account performance, and proactively managing community interactions. A key aspect of this project is online reputation management, responsive feedback handling, and the systematic integration of marketing data with financial systems for the first time for SMEs. The results demonstrate significant success in expanding market reach and enhancing brand awareness. Financially, this strategy successfully increased average net income by 87%, from IDR 17,515,000 before the project to IDR 32,795,000 after the project was implemented. Performance evaluations also showed an optimal Return on Investment (ROI) of 252.5% by February 2025. In conclusion, the role of measurable and well-managed community engagement has proven to be a vital element in driving brand visibility growth, promotional efficiency, and enhancing the competitiveness of Es Podeng PIK SMEs amid the intense competition in the digital market. Keywords: Community Engagement , Social Media Management, Digital Marketing, SMEs, ROI, Brand Image Proyek ini membahas implementasi strategi pemasaran digital melalui peran community engagement untuk mendukung pertumbuhan UMKM Es Podeng PIK, yang menghadapi tantangan berupa ketiadaan akun media sosial resmi dan minimnya pengetahuan tentang pemasaran digital. Dengan memanfaatkan platform Instagram, TikTok, dan Facebook , proyek ini menerapkan pendekatan praktis yang melibatkan pembuatan konten terjadwal, monitoring performa akun, serta pengelolaan interaksi komunitas secara proaktif. Aspek penting dari proyek ini adalah manajemen reputasi online , penanganan umpan balik secara responsif , dan integrasi data pemasaran dengan sistem keuangan yang sistematis untuk pertama kalinya bagi UMKM. Hasilnya menunjukkan keberhasilan signifikan dalam memperluas jangkauan pasar dan meningkatkan kesadaran merek. Secara finansial, strategi ini berhasil meningkatkan pendapatan bersih rata-rata sebesar 87% , yaitu dari Rp17.515.000 sebelum proyek menjadi Rp32.795.000 setelah proyek diimplementasikan. Evaluasi kinerja juga menunjukkan pencapaian Return on Investment (ROI) yang sangat optimal hingga 252,5% pada Februari 2025. Kesimpulannya, peran community engagement yang terukur dan terkelola dengan baik terbukti menjadi elemen vital dalam mendorong pertumbuhan visibilitas merek, efisiensi promosi, dan meningkatkan daya saing UMKM Es Podeng PIK di tengah ketatnya persaingan pasar digital. Kata Kunci: Community Engagement , Manajemen Media Sosial, Pemasaran Digital, UMKM, ROI, Brand Image

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 351
NIM/NIDN Creators: 43121010387
Uncontrolled Keywords: Community Engagement , Manajemen Media Sosial, Pemasaran Digital, UMKM, ROI, Brand Image
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
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]
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 14 Oct 2025 02:57
Last Modified: 14 Oct 2025 02:57
URI: http://repository.mercubuana.ac.id/id/eprint/99207

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