PENDAMPINGAN PENGELOLAAN DAN ANALISIS MEDIA SOSIAL SEBAGAI MEDIA PROMOSI UNTUK MENINGKATKAN BRAND AWARENESS PADA AKUN INSTAGRAM UMKM @DAPUR_DAENG

SIANTURI, YOSEPHINE FRETA ANGGITA (2024) PENDAMPINGAN PENGELOLAAN DAN ANALISIS MEDIA SOSIAL SEBAGAI MEDIA PROMOSI UNTUK MENINGKATKAN BRAND AWARENESS PADA AKUN INSTAGRAM UMKM @DAPUR_DAENG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of communication technology, particularly social media, has transformed society by enabling easy participation and dissemination of information. Social media has become a crucial tool in company marketing strategies to expand business and increase brand awareness. This study aims to assist Dapur Daeng in managing its social media, especially Instagram, to enhance brand awareness through effective digital promotion in caption creation and maximize engagement with Instagram followers @dapur_daeng. The assistance for Dapur Daeng MSME aims to improve knowledge and skills in managing social media, especially Instagram, to maximize engagement. The methods used include planning, social media management, and conducting mini-workshops and digital training. Regina Lutrell's Circular Model of Some, which consists of Share, Optimize, Manage, and Engage, was applied to facilitate communication and interaction on social media. The results from the TAPN team's assistance to the Dapur Daeng UMKM partner over one month showed an increase of 508 followers (totaling 1,488 followers) and consistent posting on feeds, resulting in an engagement rate of 1.91%, with the engagement rate calculation based on the posts in the last month, April, during the post-assistance period. Keywords: Social Media Marketing, Engagement Rate, Copywriting, Brand Awareness, The Circular Model of Some Perkembangan teknologi komunikasi, khususnya media sosial, telah mengubah masyarakat dengan memungkinkan partisipasi dan penyebaran informasi secara mudah. Media sosial menjadi alat penting dalam strategi pemasaran perusahaan untuk mengembangkan bisnis dan meningkatkan brand awareness. Penelitian ini bertujuan mendampingi Dapur Daeng dalam mengelola media sosialnya, terutama Instagram, untuk meningkatkan brand awareness melalui promosi digital yang efektif dalam pembuatan caption serta memaksimalkan engagement terhadap pengikut Instagram @dapur_daeng. Pendampingan UMKM Dapur Daeng bertujuan untuk meningkatkan pengetahuan dan keterampilan dalam mengelola media sosial, khususnya Instagram, guna memaksimalkan engagement. Metode yang digunakan meliputi perencanaan, pengelolaan media sosial, serta pelaksanaan Mini Workshop dan pelatihan digital. Model The Circular Model of Some dari Regina Lutrell, yang terdiri atas Share (sebar), Optimize (optimalisasi), Manage (mengatur), dan Engage (melibatkan), diterapkan untuk memudahkan komunikasi dan interaksi di media sosial. Hasil dari masa pendampingan tim TAPN kepada mitra UMKM Dapur Daeng Selama masa pendampingan yang dilakukan selama 1 Bulan mendapatkan tambahan 508 followers (follower menjadi 1.488) dan konsisten untuk melanjutkan postingan feeds sehingga mendapatkan engagement rate sebesar 1,91% dengan perhitungan engagement rate post pada bulan terakhir yaitu April di masa lepas pendampingan. Kata Kunci : Social Media Marketing, Engagement Rate, Copywriting, Brand Awareness, Model The Circular Model of Some

Item Type: Thesis (S1)
Call Number CD: FK/KD. 24 008
Call Number: SK/45/24/002
NIM/NIDN Creators: 44520010010
Uncontrolled Keywords: Social Media Marketing, Engagement Rate, Copywriting, Brand Awareness, Model The Circular Model of Some
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 090 Manuscripts, Rare Books, and Other Rare Printed Materials/Manuskrip Naskah-naskah, Buku-buku Langka, dan Bahan Cetakan Langka Lainnya
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 090 Manuscripts, Rare Books, and Other Rare Printed Materials/Manuskrip Naskah-naskah, Buku-buku Langka, dan Bahan Cetakan Langka Lainnya > 091 Manuscript, Parchment, Scroll/Naskah-naskah Kuno, Manuskrip, Perkamen
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User: khalimah
Date Deposited: 14 Aug 2024 04:51
Last Modified: 14 Aug 2024 04:51
URI: http://repository.mercubuana.ac.id/id/eprint/90229

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