Implementasi Social Media Marketing Sebagai Upaya Meningkatkan Brand Awareness Pada UMKM Keripik Pisang “Dua Putra Putri” Di Desa Karangan
DOI:
https://doi.org/10.55606/jpkm.v2i3.164Keywords:
MSMEs, Branding, Social Media Marketing, Brand AwarenessAbstract
Many resources around the yard of the house are used by the people of Karangan Village to make MSME products, one of which is Mrs. Samilah who produces banana chips. The purpose of this community service is to empower MSME actors by creating work programs, mentoring activities and branding training, as well as social media marketing to increase brand awareness of MSME products "Dua Putra Putri" Banana Chips. The data collection method used is observation, interview, and discussion method while the data analysis method uses an inductive approach because this research is qualitative. The result of this service activity is that Mrs. Samilah as an MSME actor has gained knowledge related to branding strategies and social media marketing. Brand awareness of "Dua Putra Putri" Banana Chips products has also begun to increase, because social media marketing has been successfully carried out through Instagram and Facebook.
References
Ardiansyah, Fajar, and Endi Sarwoko. 2020. “How Social Media Marketing Influences Consumers Purchase Decision? A Mediation Analysis of Brand Awareness.” JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen 17(2):156. doi: 10.31106/jema.v17i2.6916.
Et.al, Heri Erlangga. 2021. “Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products.” Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12(3):3672–78. doi: 10.17762/turcomat.v12i3.1648.
Izaak, Wilma Cordelia, Nurul Azizah, and Arimurti Kriswibowo. 2020. “Penguatan UMKM Melalui Penerapan Servicescape Model Untuk Meningkatkan Jangkauan Pemasaran Di Kecamatan Sawahan Surabaya.” Jurnal Bisnis Indonesia 39–48.
Martanti, Diana Elvianita, Saiful Nggufron Efendi, Nurul Azizah, Prodi Akuntansi, Universitas Islam, and Balitar Blitar. 2022. “Peningkatan Manajemen Pemasaran UKM Keripik Tempe Melalui Pelatihan Pengemasan Dan Labeling.” 64–67.
Raharjo, Steven Tirto, and Hatane Samuel. 2010. “Pengaruh Social Media Marketing Terhadap Purchase Intention Melalui Brand Awareness Sebagai Variabel Mediasi Pada Lazada.” Jurnal Strategi Pemasaran 1–6.
Sammut-Bonnici, Tanya. 2015. “Brand and Branding.” Wiley Encyclopedia of Management (January 2015):1–3. doi: 10.1002/9781118785317.weom120161.
Suriadi. 2021. “Peran Media Sosial Dalam Meningkatkan Brand Awareness Dan Kesadaran Berderma Generasi Milenial Pada Lembaga Kemanusiaan Aksi Cepat Tanggap.” Humanis 01(2):920–29.
Wikantari, Maria Assumpta. 2022. “The Effect of Social Media Marketing on Purchase Decisions Moderated by Product Quality.” Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) 5(2):673–87. doi: 10.31538/iijse.v5i2.2149.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Devina Zulia Rahmatin, Nurul Azizah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
