PERENCANAAN PENDAMPINGAN CREATIVE DIRECTOR DALAM MENINGKATKAN BRAND AWARENESS PADA MITRA JB PELANGI

AZHARI, NABILA UFAIRA PASSA (2024) PERENCANAAN PENDAMPINGAN CREATIVE DIRECTOR DALAM MENINGKATKAN BRAND AWARENESS PADA MITRA JB PELANGI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

JB PELANGI is a business that sells spicy cracker snacks. One of the Micro, Small and Medium Enterprises. JB PELANGI is produced by CV. Khadijah Berlian Kejora which is located on Jl. AMD RT.1/1 Gelam Jaya, Kec. Kemis Market, Kab. Tangerang. JB PELANGI UMKM was started by Mrs. Aistik starting from 2011 until now. Currently, partners are still experiencing several problems in determining the right branding strategy to increase brand awareness. In running this business, they still face many problems, including many competitors who sell snacks such as JB PELANGI and a lack of activity in creating content. In order to introduce and expand product market share, JB PELANGI MSMEs must increase brand awareness in building consumer loyalty so they can expand sales. In building positioning in consumers' minds through content, MSMEs can use content marketing for promotional activities on social media. By strengthening the brand identity, the product will be much better known through the logo, packaging, tagline, colors, etc. The re-design of the packaging and logo will be adjusted to the brand identity which will be made into a brand attribute. This can measure the success of branding on social media, looking at the insight review of content that has been uploaded for evaluation so that it can provide content that suits people's needs. By providing interesting content, improving JB PELANGI's branding will spread in the minds of the public and create content that is in accordance with the brand identity so that JB PELANGI MSMEs can be recognized more easily by the public. Keywords: creative content, brand identity, UMKM, JBPELANGI, brand awareness. JB PELANGI merupakan usaha yang menjual camilan kerupuk pedas. Salah satu Usaha Mikro, Kecil, dan Menengah. JB PELANGI di produksi oleh CV. Khadijah Berlian Kejora yang berlokasi di Jl. AMD RT.1/1 Gelam Jaya, Kec. Pasar Kemis, Kab. Tangerang. UMKM JB PELANGI di rintis oleh Ibu Astatik mulai dari tahun 2011 hingga saat ini. Pada saat ini mitra masih mengalami beberapa permasalahan dalam menentukan strategi branding yang tepat untuk meningkatkan brand awareness.Dalam menjalankan usahanya ini masih banyak menghadapi permasalahan, diantaranya banyak kompetitor yang menjual camilan seperti JB PELANGI dan kurang aktifnya dalam membuat konten. Guna memperkenalkan dan memperluas pangsa pasar produk, UMKM JB PELANGI harus meningkatkan brand awareness dalam membangun loyalitas konsumen sehingga dapat memperluas penjualan. Dalam membangun positioning di benak konsumen melalui konten, UMKM dapat menggunakan content marketing untuk aktivitas promosi di media sosial. Dengan memperkuat brand identity produk akan jauh lebih dikenal melalui logo, kemasan, tagline, warna, dll. Re-design kemasan serta logo akan disesuaikan dengan identitas brand yang akan dibuat sebagai atribut brand. Hal ini dapat mengukur keberhasilan branding di media sosial, melihat dari peninjauan insight konten yang telah diunggah untuk dievaluasi sehingga dapat menghadirkan konten yang sesuai dengan kebutuhan masyarakat. Dengan memberikan konten yang menarik, peningkatan branding JB PELANGI akan meluas di benak masyarakat serta membuat konten yang sesuai dengan identitas brand agar UMKM JB PELANGI dapat dikenal lebih mudah di khalayak. Kata Kunci: konten kreatif, brand identity, UMKM, JB PELANG, brand awareness

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 24 032
Call Number: SK/43/24/012
NIM/NIDN Creators: 44320010025
Uncontrolled Keywords: konten kreatif, brand identity, UMKM, JB PELANG, brand awareness
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu
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
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
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 745 Decorative Arts/Seni Dekorasi > 745.5 Handicrafts/Kerajinan Tangan, Keterampilan Tangan, Seni Terampil, Seni Kreatif
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 31 Jul 2024 07:23
Last Modified: 31 Jul 2024 07:23
URI: http://repository.mercubuana.ac.id/id/eprint/89965

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