THE IMPLEMENTATION OF CONTENT CREATOR STRATEGY ON SOCIAL MEDIA TO INCREASE PURCHASE POWER AND BUILD BRAND IMAGE OF HILWAH FOOD MSME

Reyhan Syahpuan Pratama Guntur PATU; Aldina SHIRATINA

doi:10.33068/iccd.v7i1.967

Reyhan Syahpuan Pratama Guntur PATU Universitas Mercu Buana
Aldina SHIRATINA Universitas Mercu Buana

DOI: https://doi.org/10.33068/iccd.v7i1.967

Keywords: Content Creator, MSME, Hilwah Food, Social Media Marketing, Brand Image

Abstract

This community service project aims to implement content creator strategies in social media marketing to increase consumer purchase power and strengthen brand image of Hilwah Food, a local MSME that produces traditional “kentang mustofa”. Facing limited resources and low market penetration, Hilwah Food collaborated with university students acting as content creators to improve their digital presence on platforms such as Instagram and TikTok. The method involved designing a social media plan, managing digital content, and analyzing engagement metrics. The intervention successfully increased brand awareness, engagement, and visual identity. This study demonstrates that content creator-driven marketing can be a practical tool for empowering MSMEs in the digital economy.

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