NUGROHO, GINANJAR DWI (2026) PENDAMPINGAN DAN OPTIMALISASI PEMBUATAN KONTEN DIGITAL UNTUK MENINGKATKAN JANGKAUAN PENJUALAN PRODUK HIDROPONIK KOMUNITAS GSG07. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital technology has driven significant changes in marketing strategies across various sectors, including urban agriculture. The GSG07 Community is an urban farming group located in Kembangan Utara, West Jakarta, engaged in hydroponic cultivation. However, the community still faces limitations in product marketing due to low digital literacy and the underutilization of social media as a promotional tool. This Community Service Final Project (Tugas Akhir Peduli Negeri) aims to provide assistance and optimize digital content creation to increase the sales reach of hydroponic products produced by the GSG07 Community through social media platforms, particularly Instagram and Facebook. The methods applied include observation, interviews, training sessions, and mentoring in visual content design, informative and persuasive caption writing, and the use of social media analytics features to evaluate content performance. The results indicate an improvement in the community members’ ability to independently produce and manage digital content, the establishment of consistent visual identity, and increased audience reach and engagement on the GSG07 social media accounts. This assistance program contributes positively to strengthening digital marketing capacity and supporting the sustainability of community-based hydroponic enterprises. Keywords: digital assistance, social media content, MSMEs, hydroponics, brand awareness, GSG07 Community Perkembangan teknologi digital telah mendorong perubahan strategi pemasaran pada berbagai sektor, termasuk pertanian perkotaan. Komunitas GSG07 merupakan kelompok urban farming di Kembangan Utara, Jakarta Barat, yang bergerak di bidang budidaya hidroponik namun masih menghadapi keterbatasan dalam pemasaran produk akibat rendahnya literasi digital dan belum optimalnya pemanfaatan media sosial sebagai sarana promosi. Kegiatan Tugas Akhir Peduli Negeri ini bertujuan untuk melakukan pendampingan dan optimalisasi pembuatan konten digital guna meningkatkan jangkauan penjualan hasil budidaya hidroponik Komunitas GSG07 melalui media sosial, khususnya Instagram dan Facebook. Metode pelaksanaan meliputi observasi, wawancara, pelatihan, dan pendampingan dalam perancangan konten visual, penulisan caption yang informatif dan persuasif, serta pemanfaatan fitur analitik media sosial untuk evaluasi kinerja konten. Hasil kegiatan menunjukkan adanya peningkatan kemampuan anggota komunitas dalam memproduksi dan mengelola konten digital secara mandiri, terbentuknya konsistensi identitas visual, serta meningkatnya jangkauan dan interaksi audiens pada akun media sosial GSG07. Pendampingan ini memberikan kontribusi positif dalam memperkuat kapasitas pemasaran digital dan mendukung keberlanjutan usaha hidroponik berbasis komunitas. Kata kunci : pendampingan digital, konten media sosial, UMKM, hidroponik, brand awareness, Komunitas GSG07
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