Pelatihan Pemasaran Digital Usaha Rumah Tangga dengan Penguatan Brand Story Melalui Instagram
DOI:
https://doi.org/10.31571/gervasi.v7i2.6047Keywords:
brand story, pemasaran digital, usaha rumah tanggaAbstract
Brand story melalui Instagram untuk produk makanan oleh usaha rumah tangga hanya terbatas pada social media mentions, social media likes, comments, testimoni konsumen, dan endorsement oleh selebgram. Tujuan pengabdian kepada masyarakat (PkM) ini adalah memberikan pelatihan pemasaran digital usaha rumah tangga dengan penguatan brand story melalui Instagram, pada Chef Gui di Kota  Pontianak, Kalimantan Barat. Metode pengabdian yaitu sosialisasi dan pendampingan. Hasil pengabdian menunjukkan tingkat ketercapaian pengetahuan yang tinggi, tetapi kesenjangan praktik adalah tinggi terkait direct website traffic dan branded search volume/traffic dalam brand awareness and recognition; social shares dan click-through rates dalam engagement and sentiment; customer retention rates, dan Net Promoter Score dalam customer loyalty; conversion rates, dan revenue growth dalam conversion and sales.
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