PENDAMPINGAN DAN PENGELOLAAN KONTEN MEDIA SOSIAL PADA UMKM "WARKOP MOKIN" DALAM OPTIMALISASI MEDIA SOSIAL SEBAGAI SARANA PROMOSI PERIODE AGUSTUS - JAUNARI

ABRAR, RIFALDY KAESAR (2026) PENDAMPINGAN DAN PENGELOLAAN KONTEN MEDIA SOSIAL PADA UMKM "WARKOP MOKIN" DALAM OPTIMALISASI MEDIA SOSIAL SEBAGAI SARANA PROMOSI PERIODE AGUSTUS - JAUNARI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The use of social media, particularly Instagram, has become an important promotional strategy for Mico, Small, and Medium Enterprises in the digital era. Warkop Mokin faves challenges in producing creative, consistent, and well directed content, resulting in suboptimal utilization of social media for promotion. Through the Tugas Akhir Peduli Negeri (TAPN) program, this study conducted mentoring and training in digital conten production to increase visibility, audiece interaction, and sustainable business growth. The mentoring process began with an analysis of Warkop Mokin business profile, product characteristics, target audience, social media conditions, as well as competitor and SWOT analysis as the basic for developing an appropriate content strategy. The theorectial framework includes digital communication, social media, Instagram, digital content, brand awareness, and the roles of conten creators and social media specialist in developing a structured content plan. The TAPN implementation method consisted of observation, interview, planning, content mangement, training, mentoring, and evaluation conducted systematically. The results show an improvement in the quality and variety of Instagram content, increases partner involvement in content production, and higher audience engagement. This mentoring program proved effective in enhancing the partner’s understanding of digital content strategi and provided opportunities for more optimal and sustainable promotion. Keywords : social media, Instagram, mentoring, digital content, brand awareness. Pemanfaatan media sosial, khususnya Instagram, menjadi strategi penting bagi UMKM dalam meningkatkan promosi di era digital. UMKM Warkop Mokin masih menghadapi kendala dalam memproduksi konten yang kreatif, konsisten, dan terarah, sehingga pemanfaatan media sosial belum optimal. Melalui kegiatan Tugas Akhir Peduli Negeri (TAPN), dilakukan pendampingan dan pelatihan produksi konten digital untuk meningkatkan visibilitas, interaksi audiens, dan pertumbuhan usaha secara berkelanjutan. Pendampingan diawali dengan pemetaan kondisi UMKM Warkop Mokin yang meliputi profil usaha, karakteristik produk, target audiens, kondisi media sosial, serta analisis kompetitor dan SWOT sebagai dasar perancangan strategi konten yang sesuai. Landasan teori yang digunakan mencakup komunikasi digital, media sosial, Instagram, konten digital, brand awareness, serta peran content creator dan social media specialist dalam penyususnan content plan. Metode pelaksanaan TAPN meliputi observasi, wawancara, perencanaan, pengelolaan konten, pelatihan, pendampingan, dan evalusai yang dirancang secara sistematic. Hasil kegiatan menunjukkan adanya peningkatan kualitas dan variasi konten Instagram, keterlibatan mitra dalam produksi konten, serta peningkatan engagement. Pendampingan ini terbukti mampu meningkatkan pemahaman mitra dalam mengelola media sosial dan membuka peluan pengembangan promodi UMKM secara lebih optimal dan berkelanjutan. Kata kunci : media sosial, Instagram, UMKM, pendampingan, konten digital, brand awareness.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44522010006
Uncontrolled Keywords:	media sosial, Instagram, UMKM, pendampingan, konten digital, brand awareness.
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 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast 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 Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	30 Mar 2026 04:10
Last Modified:	30 Mar 2026 04:10
URI:	http://repository.mercubuana.ac.id/id/eprint/101784

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