PENDAMPINGAN PRODUKSI KONTEN KREATIF PADA UMKM ZAIDAN COOKIES UNTUK MEMBANGUN BRAND IMAGE

ALMAIDA, RENA (2023) PENDAMPINGAN PRODUKSI KONTEN KREATIF PADA UMKM ZAIDAN COOKIES UNTUK MEMBANGUN BRAND IMAGE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

MSMEs engaged in the culinary field are very diverse in Indonesia, the same is true for Zaidan Cookies' MSMEs engaged in the culinary field, especially selling Dessert products. To increase the existence and brand image of MSMEs, it is necessary to produce creative content through social media Instagram and TikTok which have a wide audience reach. Method Activities carried out by the mentor and the Assistance Team begin with observation then conduct interviews, discussions, consultations, simulations, and practice to assist Creative Content Production followed by mentoring activities carried out by the companion, companion team, and partners for 3 months until closing mentoring activities. The results of this Creative Content Production mentoring activity result in the ability to produce creative content and have the potential for sustainability in producing various creative content for dessert brownies and cookies in branding and promotional activities through social media Instagram and TikTok @zaidancookies. The conclusion of this Creative Content Production Assistance is Zaidan Cookies MSME partners can determine effective communication media in their business, namely WOM (word of mouth), WhatsApp, WhatsApp Business, Instagram, and TikTok communication. Partners can also produce creative content by paying attention to photography techniques, supporting editing applications mastered by partners such as Canva, VSCO and Capcut. As well as paying attention to the elements to increase creative content engagement on social media Instagram and TikTok. Keywords: MSMEs, Creative Content, Brand Image, Instagram, TikTok. UMKM yang bergerak di bidang kuliner sangat beragam di Indonesia, sama hal nya dengan UMKM Zaidan Cookies yang bergerak dibidang kuliner khususnya menjual produk Dessert. Untuk meningkatkan eksistensi dan brand image pada UMKM perlunya memproduksi konten kreatif melalui media sosial Instagram dan TikTok yang memiliki jangkauan audiens yang luas. Metode Kegiatan yang dilakukan oleh pendamping dan Tim Pendamping diawali dengan observasi kemudian melakukan wawancara, diskusi, konsultasi, simulasi, dan praktek untuk melakukan pendampingan Produksi Konten Kreatif dilanjutkan dengan kegiatan pendampingan yang dilakukan oleh pendamping, Tim pendamping, dan mitra selama 3 bulan hingga ke penutupan kegiatan pendampingan. Hasil dari kegiatan pendampingan Produksi Konten Kreatif ini menghasilkan kemampuan memproduksi konten kreatif dan memiliki potensi keberlanjutan memproduksi berbagai konten kreatif dessert brownies dan coookies pada kegiatan branding dan promosi melalui media sosial Instagram dan TikTok @zaidancookies. Kesimpulan dari Pendampingan Produksi Konten Kreatif ini mitra UMKM Zaidan Cookies dapat menentukan media komunikasi yang efektif dalam usahanya yaitu dengan komunikasi WOM (word of mouth), WhatsApp, WhatsApp Business, Instagram, dan TikTok. Mitra juga dapat memproduksi konten kreatif dengan memperhatikan Teknik fotografi, aplikasi editing pendukung yang dikuasai oleh mitra seperti Canva, VSCO, dan Capcut. Serta memperhatikan unsur-unsur untuk menaikkan Engagement konten kreatif di media sosial Instagram dan TikTok. Kata Kunci : UMKM, Konten Kreatif, Brand Image, Instagram, TikTok.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 139
Call Number: SK/42/23/087
NIM/NIDN Creators: 44219010076
Uncontrolled Keywords: UMKM, Konten Kreatif, Brand Image, Instagram, TikTok.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 19 Oct 2023 06:51
Last Modified: 19 Oct 2023 06:53
URI: http://repository.mercubuana.ac.id/id/eprint/81862

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