PENDAMPINGAN PERANCANGAN SOCIAL MEDIA CONTENT PLANNER UNTUK MEMBANGUN BRAND AWARENESS PADA INSTAGRAM UMKM "ROPANG GOGO"

WIJAJI, MUHAMMAD HAFIZ (2024) PENDAMPINGAN PERANCANGAN SOCIAL MEDIA CONTENT PLANNER UNTUK MEMBANGUN BRAND AWARENESS PADA INSTAGRAM UMKM "ROPANG GOGO". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In the increasingly advanced digital era, digital marketing has become important for every brand to be able to reach a wider audience. Instagram is a digital marketing platform that brands can use to build brand awareness and market their products to a larger audience. However, not all brands can maximize Instagram as a medium for building awareness, such as MSME Ropang Gogo which has not implemented a digital marketing strategy on Instagram social media. The companion acts as a social media content planner who is responsible for designing media planning as a partner solution in building brand awareness. In this TAPN activity, management and mentoring uses the SMART method consisting of Specific, Measurable, Relevant, Achievable, Time-Related by George T. Doran. The result of this assistance is that partners are able to achieve the content planner's key performance indicators (KPI), are able to design content independently, look for references and set content goals in the content plan. These results can be seen from entertainment content, product knowledge, promotions, education, information, content created by partners that is more interesting, informative and encourages audience interaction. Keywords: Digital marketing, Brand awareness, Instagram Dalam era digital yang semakin maju, digital marketing menjadi hal yang penting bagi setiap brand untuk dapat menjangkau audiens lebih luas. Instagram menjadi salah satu platform Digital marketing yang dapat digunakan brand untuk membangun brand awareness dan memasarkan produknya kepada audiens yang lebih. Namun tidak semua brand dapat memaksimalkan instagram sebagai media untuk membangun awareness, seperti UMKM Ropang Gogo yang belum menerapkan strategi digital marketing di social media Instagram. Pendamping berperan sebagai social media content planner yang bertanggung jawab dalam merancang perencanaan media sebagai solusi mitra dalam membangun brand awareness. Dalam kegiatan TAPN ini pengelolaan dan pendampingan menggunakan metode SMART terdiri dari Specific, Measurable, Relevant, Achievable, Time-related oleh George T. Doran. Hasil dari pendampingan ini adalah mitra mampu mencapai key performance indicator (KPI) content planner, mampu merancang konten secara mandiri, mencari referensi dan menetapkan tujuan konten pada content plan. Hasil tersebut dapat dilihat dari konten entertainment, product knowledge, promotion, education, information, konten yang dibuat mitra lebih menarik, informatif serta mendorong interaksi audiens. Kata kunci: Digital marketing, Brand awareness, Instagram

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 24 016
Call Number:	SK/45/24/010
NIM/NIDN Creators:	44520010044
Uncontrolled Keywords:	Digital marketing, Brand awareness, Instagram
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.2 Programming for Specific Computers, for Specific Operating Systems, for Specific User Interface/Pemrograman untuk Tipe Komputer, Sistem Operasi dan Tampilan Antar Muka Pengguna Tertentu > 005.24 Programming for Digital Minicomputers/Pemrograman untuk Digital Mini Komputer 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 > 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 > 302.24 Content/Isi Komunikasi 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:	13 Sep 2024 02:31
Last Modified:	13 Sep 2024 02:31
URI:	http://repository.mercubuana.ac.id/id/eprint/91370

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