ALFIANSYAH, ALFIANSYAH (2026) PENDAMPINGAN DAN OPTIMALISASI STRATEGI KOMUNIKASI DIGITAL UNTUK PENINGKATAN PENJUALAN PRODUK HIDROPONIK KOMUNITAS GSG07. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Peduli Negeri Final Project (TAPN) aims to optimize digital communication strategies to increase sales of hydroponic products within the GSG07 community in RW 07, Kembangan Utara, West Jakarta. Although the community demonstrates significant potential in urban agriculture, it faces several challenges, including limited digital literacy, suboptimal social media management, and inadequate content strategy development. The implementation methods consisted of observation, interviews, discussions, consultations, and simulations, applied through the SOSTAC framework (Situation, Objectives, Strategy, Tactics, Action, and Control). The assistance program focused on managing Instagram and Facebook accounts, providing training on basic content creation, developing a structured content calendar, and utilizing social media features for promotional and sales activities. The results show improvements in digital literacy, the establishment of active social media accounts, the availability of more organized promotional content, and increased visibility and audience engagement. The implemented digital communication strategy contributed to broader market reach and potential sales growth. In conclusion, optimizing digital communication has proven effective in enhancing the competitiveness of GSG07’s hydroponic products and may serve as a community-based empowerment model for urban agriculture MSMEs. Keywords: Peduli Negeri Final Project (TAPN), digital communication, social media, hydroponics, urban agriculture, GSG07. Tugas Akhir Peduli Negeri (TAPN) bertujuan mengoptimalkan strategi komunikasi digital untuk meningkatkan penjualan produk hidroponik pada komunitas GSG07 di RW 07 Kembangan Utara, Jakarta Barat. Komunitas ini memiliki potensi besar dalam pertanian perkotaan, namun masih terkendala rendahnya literasi digital, pengelolaan media sosial yang belum optimal, dan keterbatasan strategi konten. Metode pelaksanaan meliputi observasi, wawancara, diskusi, konsultasi, dan simulasi yang diterapkan melalui tahapan SOSTAC. Pendampingan difokuskan pada pengelolaan akun Instagram dan Facebook, pelatihan pembuatan konten sederhana, penyusunan kalender konten, serta pemanfaatan fitur media sosial untuk promosi dan penjualan. Hasil kegiatan menunjukkan peningkatan literasi digital, terbentuknya akun media sosial yang aktif, tersedianya konten promosi yang lebih terstruktur, serta meningkatnya visibilitas dan interaksi pengguna. Strategi yang diterapkan berkontribusi terhadap perluasan jangkauan pasar dan potensi peningkatan penjualan. Dengan demikian, optimalisasi komunikasi digital efektif dalam meningkatkan daya saing produk hidroponik GSG07 dan dapat menjadi model pemberdayaan UMKM pertanian perkotaan berbasis komunitas. Kata kunci: Tugas Akhir Peduli Negeri, komunikasi digital, media sosial, hidroponik, Pertanian Kota, GSG07.
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