Analisis Pemanfaatan Media Sosial Dalam Meningkatkan Kinerja Pemasaran UMKM (Studi Kasus Pada Usaha Keripik Kamumu UD Lisna Kota Gunungsitoli)

Calvin Dermawan Gea, Yupiter Mendrofa, Nov Elhan Gea, Serniati Zebua

Sari


Pemasaran telah menjadi salah satu aspek kunci dalam meningkatkan daya saing dan eksistensi Usaha Mikro, Kecil, dan Menengah (UMKM) di era digital. Kehadiran media sosial telah memberikan peluang baru bagi UMKM untuk memperluas jangkauan pasar dan meningkatkan kinerja pemasaran. Penelitian ini bertujuan untuk menganalisis Pemanfaatan media sosial dalam meningkatkan kinerja pemasaran UMKM di UD.Lisna Kota Gunungsitoli, untuk mengetahui kendala-kendala dalam pemanfaatan media sosial dalam meningkatkan kinerja pemasaran UMKM di UD. Lisna Kota Gunungsitoli, untuk menganalisis kinerja pemasaran di UD. Lisna Kota Gunungsitoli melalui pemanfaatan media sosial. Metode penelitian yang digunakan adalah studi kasus dengan pendekatan kualitatif, melibatkan pengumpulan data melalui wawancara mendalam dengan pemilik usaha dan analisis konten media sosial yang digunakan oleh perusahaan. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial oleh Keripik Kamumu UD. Lisna telah memberikan kontribusi signifikan dalam meningkatkan kinerja pemasaran, seperti peningkatan interaksi dengan pelanggan, peningkatan kesadaran merek, dan peningkatan penjualan. Namun demikian, tantangan seperti manajemen konten yang konsisten dan pemahaman yang mendalam tentang perilaku konsumen di platform media sosial masih perlu diperhatikan untuk memaksimalkan manfaat dari pemanfaatan media sosial dalam pemasaran UMKM. Studi ini memberikan wawasan yang berharga bagi UMKM lainnya, serta memberikan dasar untuk pengembangan strategi pemasaran yang lebih efektif di era digital.

 

Kata Kunci: Media Sosial, Kinerja Pemasaran.

 


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Referensi


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DOI: https://doi.org/10.37531/yum.v7i3.7342

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