PENDAMPINGAN PRODUKSI KONTEN KREATIF DALAM MENINGKATKAN BRAND AWARENESS PADA AKUN INSTAGRAM UMKM "DAPUR DAENG"

ZAHRA, AULIA (2024) PENDAMPINGAN PRODUKSI KONTEN KREATIF DALAM MENINGKATKAN BRAND AWARENESS PADA AKUN INSTAGRAM UMKM "DAPUR DAENG". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In today's digital era, social media is used as a means of conducting promotional activities for businesses or MSMEs. Through the production of interesting content, it can provide opportunities for product sales to brand awareness of the business. One of the rapidly growing MSMEs is in the culinary field. One of the MSMEs in the culinary sector that is actively conducting promotional activities on social media is Dapur Daeng MSME which conducts digital promotions on Instagram social media. This assistance aims to increase brand awareness on the Dapur Daeng MSME Instagram account. The concept used in this assistance is the concept of Social Media Marketing Processes by Walter Lim, namely Social Media Marketing Channels and Content Creation and Curation. Then, the concept of the Graphic Design Process proposed by Robin Landa which consists of 5 stages, namely Orientation, Analysis, Concept, Design, and Implementation. This activity uses a mentoring method for Dapur Daeng MSMEs by presenting materials and training held through mini workshops related to creative content production. The result of this activity is to increase Dapur Daeng's brand awareness based on the appearance of Instagram feeds and make the appearance of Dapur Daeng's Instagram feeds look neater and more attractive as well as more varied types of content. In addition, the Dapur Daeng MSME players have also been able to make digital promotion plans, manage Instagram social media, and as well as produce creative content independently and optimize the features and use of Dapur Daeng Instagram. Keywords: MSMEs, Social Media Marketing, Creative Content, Instagram, Brand Awareness. Di era digital saat ini, media sosial digunakan sebagai sarana dalam melakukan kegiatan promosi bagi para pelaku usaha atau UMKM. Melalui produksi konten yang menarik, dapat memberikan peluang terhadap penjualan produk hingga kesadaran merek dari usaha tersebut. Bidang UMKM yang berkembang pesat salah satunya adalah pada bidang kuliner. Salah satu UMKM di bidang kuliner yang aktif melakukan kegiatan promosi di media sosial adalah UMKM Dapur Daeng yang melakukan promosi digital di media sosial Instagram. Pendampingan ini bertujuan untuk meningkatkan brand awareness pada akun Instagram UMKM Dapur Daeng. Konsep yang digunakan dalam pendampingan ini adalah konsep Social Media Marketing Processs oleh Walter Lim yaitu Social Media Marketing Channels dan Content Creation and Curation. Kemudian, konsep Graphic Design Process yang dikemukakan oleh Robin Landa yang terdiri dari 5 tahapan, yakni Orientation, Analysis, Concepts, Design, dan Implementation. Kegiatan ini menggunakan metode pendampingan kepada UMKM Dapur Daeng dengan melakukan pemaparan materi dan pelatihan yang diadakan melalui mini workshop terkait produksi konten kreatif. Hasil dari kegiatan ini adalah meningkatkan brand awareness Dapur Daeng berdasarkan tampilan feeds Instagram dan membuat tampilan feeds Instagram Dapur Daeng menjadi lebih rapi dan menarik serta jenis konten yang lebih bervariasi. Selain itu, Pelaku UMKM Dapur Daeng juga telah mampu membuat perencanaan promosi digital, mengelola media sosial Instagram, serta melakukan produksi konten kreatif secara mandiri dan mengoptimalkan fitur-fitur dan penggunaan Instagram Dapur Daeng. Kata Kunci: UMKM, Social Media Marketing, Konten Kreatif, Instagram, Brand Awareness.

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