NABILA, KHAIRUNNISA SISKA (2025) TRANSFORMASI DIGITAL USAHA LAUNDRY: STRATEGI BRANDING DAN ENGAGEMENT MELALUI TIKTOK, INSTAGRAM, DAN WHATSAPP BISNIS (Studi Kasus Umkm Wangi Laundry Jl. H Juhri) MENURUT PERSPEKTIF LEADER PROPOSAL PROYEK MEDIA SOSIAL MANAJEMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This project explores digital transformation methods for small and medium-sized laundry businesses located in Hj. Juhri, West Jakarta, with an emphasis on branding and engagement through TikTok, Instagram, and WhatsApp Business platforms. These small and medium-sized businesses face challenges in terms of promotion and competition because they do not have active social media accounts. Using a descriptive qualitative case study approach and the system development life cycle (SDLC) model. The initial steps involve identifying issues in digital marketing, designing leadership strategies, and assessing the impact of digitalization. The implementation of online marketing strategies has been successful, according to Urban (2004:2), who defines Digital Marketing as the use of the internet and branding strategies through social media to expand and enhance SME branding. Project activities are outlined in a Gantt chart, with key performance indicators (KPIs) and success metrics defined. Based on the success according to the ROI formula, the effectiveness of this >10% Keywords: Digital Transformation, Laundry Business, Marketing Strategy, Social Media, TikTok, Instagram, WhatsApp Business, MSME, Branding, Engagement. Projek ini mengeksplorasi metode strategi branding pada UMKM wangi laundry yang berada di Hj. Juhri Jakarta Barat, dengan penekanan pada branding dan keterlibatan melalui platform TikTok, Instagram, dan WhatsApp Bisnis. UMKM ini menghadapi tantangan dalam hal promosi dan persaingan karena tidak memiliki akun media sosial yang aktif. Dengan menggunakan pendekatan studi kasus secara kualitatif deskriptif dan model siklus hidup pengembangan sistem (SDLC). Langkah awal mengidentifikasi masalah dalam pemasaran digital, merancang strategi kepemimpinan, dan menilai pengaruh digitalisasi. Penerapan strategi pemasaran daring telah berhasil menurut Urban (2004:2) Digital Marketing menggunakan internet dan strategi branding melalui media sosial untuk memperluas dan meningkatkan branding UMKM. Kegiatan proyek digambarkan melalui table gant chart dengan menentukan kpi dan capaian keberhasilannya. Berdasarkan keberhasilan menurut rumus ROI efektivitas proyek ini yaitu >10% Kata Kunci: Transformasi Digital, Usaha Laundry, Strategi Pemasaran, Media Sosial, TikTok, Instagram, WhatsApp Business, UMKM, Branding, Engagement.
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