GHASSAN, AGHNAT (2026) PENDAMPINGAN DAN PENGELOLAAN ANALISIS MEDIA SOSIAL PADA UMKM "WARKOP MOKIN" DALAM OPTIMALISASI MEDIA SOSIAL SEBAGAI MEDIA PROMOSI DALAM PERIODE AGUSTUS SAMPAI JANUARI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of communication technology and social media provides significant opportunities for MSMEs to enhance promotional effectiveness and build brand awareness. Instagram has become a strategic platform capable of reaching audiences widely and interactively. However, Warkop Mokin faces challenges such as limited human resources, inconsistent content production, and the absence of data-driven promotional strategies, which necessitate social media management assistance. Warkop Mokin is a culinary MSME targeting teenagers to adults with an affordable and comfortable hangout concept. Its strategic location and product variety are key strengths, while social media utilization remains under-optimized. Business condition analysis indicates strong potential for digital promotion aligned with the target market characteristics. The theoretical framework includes digital communication, social media, digital marketing, brand awareness, engagement, and the role of a Social Media Analyst. These concepts serve as the foundation for designing data-driven social media management strategies by utilizing Instagram Insight to improve content performance and audience interaction. The Community Engagement Final Project (TAPN) was implemented through observation, interviews, discussions, training, and direct assistance in managing Instagram social media. The activities included content planning, insight analysis training, continuous mentoring, and periodic evaluation of social media performance. The results indicate an improvement in the partner’s understanding of data-driven social media management. Content performance, engagement, and follower growth showed positive trends despite challenges related to follower fluctuations caused by previous follower purchases. Strategic evaluation contributed to increased audience interaction and digital promotion effectiveness. Keywords: social media, Instagram, MSMEs, engagement, digital promotion Perkembangan teknologi komunikasi dan media sosial memberikan peluang besar bagi UMKM dalam meningkatkan efektivitas promosi dan membangun brand awareness. Instagram menjadi platform strategis yang mampu menjangkau audiens secara luas dan interaktif. UMKM Warkop Mokin masih menghadapi kendala berupa keterbatasan sumber daya manusia, rendahnya konsistensi konten, serta belum diterapkannya strategi promosi berbasis data, sehingga diperlukan pendampingan dalam pengelolaan media sosial. UMKM Warkop Mokin merupakan usaha kuliner yang menyasar kalangan remaja hingga dewasa dengan konsep tempat nongkrong yang nyaman dan harga terjangkau. Lokasi strategis dan variasi produk menjadi kekuatan utama usaha ini, namun pemanfaatan media sosial belum optimal. Analisis kondisi usaha menunjukkan adanya potensi besar untuk pengembangan promosi digital yang sesuai dengan karakteristik target pasar. Landasan teori yang digunakan meliputi komunikasi digital, media sosial, digital marketing, brand awareness, engagement, serta peran Social Media Analyst. Konsep-konsep tersebut menjadi dasar dalam perancangan strategi pengelolaan media sosial berbasis data dengan memanfaatkan fitur Instagram Insight untuk meningkatkan efektivitas konten dan interaksi audiens. Pelaksanaan kegiatan Tugas Akhir Peduli Negeri (TAPN) dilakukan melalui metode observasi, wawancara, diskusi, pelatihan, dan pendampingan langsung dalam pengelolaan media sosial Instagram. Tahapan kegiatan meliputi perencanaan konten, pelatihan analisis insight, pendampingan berkelanjutan, serta evaluasi kinerja media sosial secara berkala. Hasil kegiatan menunjukkan adanya peningkatan pemahaman mitra terhadap pengelolaan media sosial berbasis data. Analisis performa konten, engagement, dan pertumbuhan pengikut menunjukkan perkembangan positif, meskipun masih terdapat kendala berupa fluktuasi jumlah pengikut akibat riwayat pembelian follower sebelumnya. Strategi konten yang terarah dan evaluasi rutin mampu meningkatkan interaksi audiens serta efektivitas promosi digital UMKM Warkop Mokin. Kata Kunci: media sosial, Instagram, UMKM, engagement, promosi digital
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