ARSYAD, MUHAMMAD (2026) OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS PADA UMKM BAKMIE ASTA PERSPEKTIF LEADER PROJECT MEDIA SOCIAL MANAGEMENT. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
COVER.pdf Download (459kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB 1.pdf Restricted to Registered users only Download (127kB) |
|
|
Text (BAB II)
BAB 2.pdf Restricted to Registered users only Download (426kB) |
|
|
Text (BAB III)
BAB 3.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB IV)
BAB 4.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
BAB 5.pdf Restricted to Registered users only Download (90kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (108kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (308kB) |
Abstract
This study aims to optimize social media management in enhancing the brand awareness of Bakmie Asta MSME through a systematic and measurable approach. The research employed a mixed-method approach with an implementation-based framework using the System Development Life Cycle (SDLC) Waterfall model, which consists of the planning, analysis, design, implementation, and evaluation stages. Performance measurement was conducted using Key Performance Indicators (KPIs) to evaluate content production, posting consistency, and engagement levels across Instagram, TikTok, and Facebook over an eight-month period. The results indicate that the implementation of an SDLC-based workflow successfully established a more structured, well-documented, and measurable social media management process. Based on KPI evaluations from the first to the third quarter, team performance achieved a good category with an average realization rate exceeding 80%. Furthermore, the use of paid advertising (ads) proved effective in significantly increasing the number of views in the short term. However, content performance tended to decline after the advertising period ended. In contrast, organic content strategies demonstrated more stable and sustainable growth in views when implemented consistently, supported by attractive designs, alignment with digital trends, and high-quality visual content. Overall, the combination of SDLC-based project management, KPI-driven performance measurement, and consistent organic content strategies was proven effective in supporting the improvement of Bakmie Asta's brand awareness. This study provides practical contributions to social media management for MSMEs and theoretical contributions to the development of system-based digital marketing strategies. Keywords: Social Media Optimisation, Brand Awareness, SMEs, SDLC, KPIs, Digital Marketing. Penelitian ini bertujuan untuk mengoptimalkan pengelolaan media sosial dalam meningkatkan brand awareness UMKM Bakmie Asta melalui pendekatan yang sistematis dan terukur. Penelitian menggunakan metode campuran (mixed method) dengan pendekatan implementatif berbasis System Development Life Cycle (SDLC) model Waterfall yang mencakup tahapan perencanaan, analisis, desain, implementasi, dan evaluasi. Pengukuran kinerja dilakukan menggunakan Key Performance Indicator (KPI) untuk mengevaluasi produksi konten, konsistensi unggahan, serta tingkat engagement pada platform Instagram, TikTok, dan Facebook selama periode delapan bulan. Hasil penelitian menunjukkan bahwa penerapan sistem kerja berbasis SDLC mampu menciptakan proses pengelolaan media sosial yang lebih terstruktur, terdokumentasi, dan mudah dievaluasi. Berdasarkan hasil pengukuran KPI pada Triwulan I hingga Triwulan III, capaian kinerja tim berada pada kategori baik dengan rata-rata realisasi di atas 80%. Selain itu, penggunaan postingan berbayar (ads) terbukti efektif meningkatkan jumlah views secara signifikan dalam jangka pendek. Namun, setelah periode iklan berakhir, performa unggahan cenderung mengalami penurunan. Sebaliknya, strategi konten organik menunjukkan pertumbuhan views yang lebih stabil dan berkelanjutan apabila dilakukan secara konsisten, didukung desain yang menarik, mengikuti tren digital, serta memperhatikan kualitas visual konten. Secara keseluruhan, kombinasi penerapan manajemen proyek berbasis SDLC, pengukuran kinerja melalui KPI, dan strategi konten organik yang konsisten terbukti mampu mendukung peningkatan brand awareness UMKM Bakmie Asta. Penelitian ini memberikan kontribusi praktis bagi pengelolaan media sosial UMKM serta kontribusi teoritis dalam pengembangan strategi digital marketing berbasis sistem. Kata Kunci: Optimalisasi Media Sosial, Brand Awareness , UMKM, SDLC, KPI, Digital Marketing.
Actions (login required)
 |
View Item |
