STRATEGI PENGELOLAAN KONTEN MARKETING MENGGUNAKAN VALUE PROPOSITION CANVAS PADA MEDIA SOSIAL (Studi Kasus: Pengrajin Gitar Walkon)

In general, music is seen as everything related to vocals and instruments. One of the popular musical instruments and often found around us is the guitar. The guitar is a musical instrument that is often found due to its affordable price and easy to carry wherever you go. Walkon is a craftsman engaged in the manufacture of musical instruments, especially electric guitars and electric basses, located at Gang Walikonang No.16 Wonoyoso, Bumirejo Village, Kec. Kebumen, Kab. Kebumen. In his business, Walkon has used social media such as Facebook, Instagram, and Whatsapp. However, the social media has not been used optimally because the business owner only uploads photos with words or sentences that are less attractive and are still mixed with their personal social media. Based on the author's interviews with resource persons as well as business owners, the problem with Walkon lies in marketing. This is because there is no team marketing which makes Walkon's social media not well conceptualized. Moreover, the owner is not only focused on making guitars ordered by customers, but he is also working on repairing damaged guitars so that the time used to open social media is very limited. In fact, from the results of the author's interviews with sources regarding guitar orders in 2020, there are zero. The results of this research are creating and compiling a value proposition canvas as the basis for the process of creating content marketing to make it easier to pour and convey various information, and build Brand Awareness.