HADINATA, MOCHAMAD FARID (2026) STRATEGI BRANDING MEDIA SOSIAL PERAN LEADER SEBAGAI UPAYA UNTUK MENINGKATKAN CITRA MEREK,DAYA SAING, DAN PENJUALAN DI EVELYN CHIC. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of branding strategies through social media on the image, competitiveness, and sales of Evelyn Chic MSMEs, a children's fashion and accessories business in Tangerang City that is facing declining sales, low audience interaction, and lack of social media utilization, so that the need for assistance in utilizing social media. As a Leader in this project, the author plays a role in planning, directing, and coordinating all stages of the research using the System Development Life Cycle (SDLC) waterfall model method. The Leader is responsible for developing strategies for optimizing the Instagram, TikTok, and Facebook platforms by adopting the SMAC (Social, Mobile, Analytics, Cloud) approach and the Leader also directs the team in determining the type of content display and content planning features, including interviews, momspedia, KBBI, interactive Instagram stories, mix & match, and comic strips, to suit the target audience. The results of the social media project show that a planned and structured social media branding strategy is proven to be able to improve brand image, competitiveness and sales supported by the strategic role of the Leader including coordinating the team, analyzing data, preparing a time schedule, negotiating with partners, monitoring and managing engagement, maintaining team and management relationships, performance analysis and reporting results as a leader and the results of teamwork as a reference for achieving performance. Keywords: Social media project, Leader, SMAC (Social, Mobile, Analytics, Cloud), SDLC (System Development Life Cycle (SDLC), MSMEsThis study aims to determine the effect of branding strategies through social media on the image, competitiveness, and sales of Evelyn Chic MSMEs, a children's fashion and accessories business in Tangerang City that is facing declining sales, low audience interaction, and lack of social media utilization, so that the need for assistance in utilizing social media. As a Leader in this project, the author plays a role in planning, directing, and coordinating all stages of the research using the System Development Life Cycle (SDLC) waterfall model method. The Leader is responsible for developing strategies for optimizing the Instagram, TikTok, and Facebook platforms by adopting the SMAC (Social, Mobile, Analytics, Cloud) approach and the Leader also directs the team in determining the type of content display and content planning features, including interviews, momspedia, KBBI, interactive Instagram stories, mix & match, and comic strips, to suit the target audience. The results of the social media project show that a planned and structured social media branding strategy is proven to be able to improve brand image, competitiveness and sales supported by the strategic role of the Leader including coordinating the team, analyzing data, preparing a time schedule, negotiating with partners, monitoring and managing engagement, maintaining team and management relationships, performance analysis and reporting results as a leader and the results of teamwork as a reference for achieving performance. Keywords: Social media project, Leader, SMAC (Social, Mobile, Analytics, Cloud), SDLC (System Development Life Cycle (SDLC), MSMEs Penelitian ini bertujuan untuk mengetahui pengaruh strategi branding melalui media sosial terhadap citra, daya saing, dan penjualan pada UMKM Evelyn Chic, usaha fashion dan aksesoris anak di Kota Tangerang yang menghadapi penurunan penjualan, rendahnya interaksi audiens , serta kurangnya pemanfaatan media sosial, sehingga perlunya pendampingan dalam memanfaatkan media sosial. Sebagai Leader dalam proyek ini, penulis berperan dalam merencanakan, mengarahkan, dan mengkoordinasikan seluruh tahapan penelitian yang menggunakan metode System Development Life Cycle (SDLC) model waterfall. Leader bertanggung jawab menyusun strategi optimalisasi platform Instagram, TikTok, dan Facebook dengan mengadopsi pendekatan SMAC (Social, Mobile, Analytics, Cloud) serta Leader juga mengarahkan tim dalam menentukan jenis tampilan konten dan fitur perencanaan konten, antara lain interview, momspedia, KBBI, story Instagram interaktif, mix & match, dan komik strip, agar sesuai dengan target audiens . Hasil dari proyek media sosial menunjukkan bahwa strategi branding media sosial yang terencana dan terstruktur terbukti mampu meningkatkan citra merek,daya saing dan penjualan yang di dukung oleh peran strategis Leader meliputi mengoordinasikan tim, menganalisis data, Menyusun Time Schedule, negosiasi dengan mitra, Pengawasan dan Manajemen Keterlibatan, menjaga hubungan tim dan manajemen, Analisis Kinerja dan Pelaporan Hasil Sebagai Leader dan Hasil dari kerja tim sebagai acuan pencapaian kinerja. Kata Kunci: Project media sosial,Leader, SMAC(Social, Mobile, Analytics, Cloud), SDLC (System Development Life Cycle (SDLC), UMKM.
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