FADHILAH, RAYHAN (2023) PERANCANAAN STRATEGIC PLANNING DALAM PEMANFAATAN MEDIA SOSIAL UPAYA MENINGKATKAN BRAND AWARENESS PADA UMKM YETTY FLORIST DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In this digital era, social media has become important in marketing communication. Social media itself is now used for business media, helping to market products and services, social media also has a beneficial function in business, namely, identifying customers, sharing information on a product and living relationships between customers. The SME that is the subject of research is Yetty Florist SME, which has been around for 30 years. The problems experienced by Yetty Florist SME are the lack of marketing strategies, not using social media, and not understanding digital media. Therefore, the author as a strategic planner carries out strategic plan-making activities such as making promotional programs, making logo concepts, selecting social media, utilizing Instagram ads, and doing paid promotions. The research method is interviewing partners to get detailed information about the problems to be solved. The goal that we expect in the State Care Final Project that we are currently undergoing is to carry out the process of planning and assisting the branding and promotion strategy of Yetty Florist SMEs in order to increase brand awareness. efforts made by making communication strategy planning to increase brand awareness of Yetty Florist. After providing assistance for approximately 7 months through online activities, there was an increase in brand awareness and followers through promotions that had been carried out. Through quizzes, giveaways and creating entertaining content on Instagram, people visit Yetty Florist's Instagram more often and also the increase in engagement on Instagram (@yettyflorist27) which is quite increasing every month. Keywords: Brand Awareness, Branding, SME Pada era digital ini, media sosial menjadi hal yang penting dalam komunikasi pemasaran. Media sosial sendiri sekarang digunakan untuk media bisnis, membantu pemasaran produk dan jasa, Media sosial juga memiliki fungsi yang menguntungkan dalam bisnis yaitu, mengidentifikasi pelanggan, membagikan informasi sebuah produk dan menjalani hubungan antar pelanggan. UMKM yang menjadi subjek penelitian yaitu UMKM Yetty Florist, yang sudah lama berada sejak 30 tahun yang lalu. Permasalahan yang dialami oleh UMKM Yetty Florist yaitu kurangnya startegi pemasaran, tidak memakai media sosial, dan kurang memahami media digital. Oleh karena itu penulis sebagai strategic planner melakukan kegiatan pembuatkan strategic plan seperti pembuatan program promosi, pembuatan konsep logo, pemilihan media sosial, memanfaatkan Instagram ads, dan melakukan paid promote. Metode penelitian wawancara dengan mitra untuk mendapatkan informasi detail mengenai permasalahan yang ingin di selesaikan. Tujuan yang diharapkan dalam Tugas Akhir Peduli Negeri yang sedang tim jalani adalah melakukan proses perencanaan dan pendampingan strategi untuk kegiatan penjenamaan UMKM dan promosi UMKM Yetty Florist demi meningkatkan brand awareness. upaya yang dilakukan dengan cara membuat perencanaan strategi komunikasi untuk meningkatkan brand awareness dari Yetty Florist. Setelah dilakukannya pendampingan kurang lebih selama 7 bulan melalui kegiatan online, terjadinya peningkatan terhadap brand awareness dan followers melalui promosi yang telah dijalankan. Melalui kuis, giveaway serta membuat konten-konten yang menghibur di Instagram, masyarakat jadi lebih sering mengujungi Instagram Yetty Florist dan juga kenaikan engagement di Instagram (@yettyflorist27) yang cukup meningkat setiap bulannya. Kata Kunci: Brand Awareness, Branding, UMKM,
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