PENDAMPINGAN PENYUSUNAN SCRIPT PERSUASIF PADA UMKM ZAIDAN COOKIES UNTUK MEMBANGUN BRAND IMAGE

PITALOKA, TIARA DYAH (2023) PENDAMPINGAN PENYUSUNAN SCRIPT PERSUASIF PADA UMKM ZAIDAN COOKIES UNTUK MEMBANGUN BRAND IMAGE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Micro, Small, and Medium Enterprises (MSME) in the culinary sector make significant contributions to the Indonesian economy. Increasing the community's ability to grow enterprises using social media is one of the attempts to enhance the development of MSMEs in the culinary area. Based on the results of the Persuasive Script Compilation mentoring activities for three months, MSME owners are able to compose persuasive messages in introducing dessert brownies and cookies through branding and promotion using Instagram, TikTok, and the MSME Website Zaidan Cookies. A combination of this mentoring activity, MSME owners have the potential for sustainability in compiling persuasive scripts through the media WhatsApp, WhatsApp Business, Instagram, TikTok so that potential customers can create a good brand image through social media and compete with other competitors. Keywords: MSMes, Persuasive Script, Brand Image, Instagram, Tiktok, and Website. Usaha Mikro Kecil Menengah di bidang kuliner memiliki kontribusi yang besar dalam meningkatkan ekonomi masyarakat di Indonesia. Salah satu upaya dalam peningkatan perkembangan UMKM di bidang kuliner dengan meningkatkan kemampuan masyarakat dalam mengembangkan usaha melalui sosial media. Berdasarkan hasil dari kegiatan pendampingan Penyusunan Script Persuasif selama 3 bulan pemilik UMKM mampu menyusun pesan-pesan persuasif dengan menggunakan teknik asosiasi, teknik integrasi, teknik ganjaran, teknik tataan, dan teknik red-herring dalam memperkenalkan dessert brownies dan cookies melalui branding dan promosi menggunakan Instagram, TikTok dan Website UMKM Zaidan Cookies Dengan kegiatan pendampingan tersebut pemilik UMKM memiliki potensi keberlanjutan dalam menyusun script persuasif melalui media WhatsApp, WhatsApp Bussines, Instagram, TikTok sehingga dapat mempengaruhi calon pelanggan untuk membeli dessert brownies dan cookies sehingga dapat terciptanya pelanggan potensial dalam membentuk brand image baik melalui media sosial serta mampu bersaing dengan kompetitor lainnya. Kata Kunci: UMKM, Script Persuasif, Brand Image, Instagram, TikTok, dan Website.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 163
Call Number: SK/42/23/091
NIM/NIDN Creators: 44219010025
Uncontrolled Keywords: UMKM, Script Persuasif, Brand Image, Instagram, TikTok, dan Website.
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
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 > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 25 Oct 2023 06:44
Last Modified: 25 Oct 2023 06:44
URI: http://repository.mercubuana.ac.id/id/eprint/81977

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