Pendampingan Penggunaan Instagram dalam Meningkatkan Brand Awareness pada UMKM di Kecamatan Tuah Madani Kota Pekanbaru

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy, but many businesses in Pekanbaru City are facing marketing challenges, capital constraints, and low information technology skills. The main problem identified is the lack of use of social media such as Instagram as an effective promotional tool to build brand awareness for businesses that are not very popular. This community service activity aims to provide intensive assistance to 15 MSMEs in Tuah Madani District in managing Instagram as a low-cost but effective marketing medium. The implementation method uses the Service-Learning concept, which includes the stages of investigation, preparation, action, and reflection. The results of the community service show that all participants now understand the urgency of digital marketing and are able to practice creating advertising content and Instagram accounts as independent promotional media. Overall, this activity went well and helped increase the competitiveness of MSMEs. However, given the limited creative abilities of business owners, ongoing socialization and assistance are needed in the future.