IMPLEMENTASI VALUE PROPOSITION CANVAS (VPC) SEBAGAI STRATEGI CONTENT MARKETING PADA UMKM TEKO ARTO KERAMIK

Arto teapot is an MSME that sells typical Banjarnegara teapots. From the results of observations, currently Teko Arto is still using the marketing process in the form of word of mouth marketing promotions which aims to introduce to the public the work of Teko Arto. Followed by competitors who sell typical Banajarnegara teapots have also experienced a rapid increase but at this time Arto Teapots are less adaptable during the COVID-19 pandemic so that they have decreased visits on social media due to the lack of activity in updating the types of content or products and the lack of interest in posting on social media. Teko Arto media such as Facebook and Instagram are not maximized right. One of the obstacles to marketing that was expressed by Mr. Budi as the owner of the MSME Teko Arto Keramik on social media was the content that was less attractive and the quality of the content was not good. Social media content is not used properly even though market prey can reach many and far through social media. If the Teko Arto MSME does not make changes or adapt through social media, other competitors can compete with the Teko Arto MSME ceramics. From the results of the customer questionnaire, it was revealed that marketing content was less attractive on Teko Arto's social media accounts. This study uses the Value Proposition Canvas method to evaluate business processes and determine the advantages of Teko Arto which are already owned by many other competitors. So, the aim of this research is to implement the Value Proposition Canvas (VPC) as a Content Marketing strategy for MSMEs Teko Arto. Marketing content as a promotional medium that refers to the results of the vpc evaluation. The results of this study are an evaluation of the Arto Teapot business process using a vpc which is used as the basis for making Content Marketing such as promotional videos and brochures on the Ceramic Arto Teapot SMEs which are used for advertising promotions on social media.