STRATEGI PEMASARAN UMKM BONS CO-NUT DENGAN MENGGUNAKAN MEDIA SOSIAL GUNA MENINGKATKAN BRAND AWARENESS MASYARAKAT (STUDI KASUS : BONS CO-NUT DI KABUPATEN BLITAR)

Abstract

The globalization era affects the internet affects the creation of social media. The number of user in social media increase up to 12.35% compared to the previous year. Therefore, social media could be the marketing campaign of some business. The SMEs (Small and Medium Enterprises) need a marketing strategy for the continuity of their business. One of the SMEs analyzed in this study is the Bons Co-Nut eSME. This study analyzes the problem of Bons Co-Nut’s marketing strategy using social media to increase public brand awareness. This study uses a descriptive qualitative research method with a case study approach from the final report of the Student Innovation and Business Competition (KIBM) entitled BONS CO-NUT business.

The results of this study indicate that there are 3 types of social media used by Bons Co-Nut, including; Facebook, Instagram, and WhatsApp. Facebook and WhatsApp are used in Java Region and the amount of profit obtained from September 2019 to January 2020 is Rp. 160,500.00 by using direct outreach marketing in Blitar Regency. From February to June 2020, they made a profit of IDR 5,314,500.00. From July to November 2020, increasing the use of Instagram media for promotional media and the profit is IDR 14,306,000.00 or the percentage obtained is 227.4% which reaches all over Indonesia. Utilization of social media has a positive impact on profits every 5 months. A positive assessment of  brand can engage customer loyalty to the Bons Co-Nut products.

Keywords : Marketing Strategy, Bons Co-Nut, Social Media, Profits, Brand Awareness