Optimizing the Use of Social Media in MSME Marketing in Ciayumajakuning
Abstract
Competition between MSMEs encourages MSMEs to continue to innovate. One such innovation is using advances in information technology. One such technology that can be utilized is the use of social media to strengthen MSME marketing. The gap phenomenon in this context is the inability of most MSMEs to optimize the use of social media as a primary marketing tool. This research is a descriptive qualitative study. The focus of this research is optimizing the use of social media in marketing. The research location is MSMEs in Ciayumajakuning. Data analysis includes data reduction, data presentation, and drawing conclusions. The results of the study: 1) Steps to optimize the use of social media in MSME marketing in Ciayumajakuning including identifying customers well; choosing suitable social media to use; marketing products on digital platforms; easy online buying and selling transactions; establishing good relationships with customers. 2) Supporting factors for optimizing the use of social media in marketing MSMEs in Ciayumajakuning are raw material stock; strategic location; consumer satisfaction with product quality and service; and technology, related to promotions carried out on social media in addition to government support. 3) Inhibiting factors for optimizing the use of social media in marketing MSMEs in Ciayumajakuning are the number of competitors; increasingly strict social media policies; changes in consumer tastes; marketing abilities or skills; digital facilities and digital marketing flows. 4) The implications of using social media for marketing MSMEs in Ciayumajakuning include Wide Market Reach; Improving Brand Performance; Increasing Sales; and Cost Effectiveness.
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DOI: http://dx.doi.org/10.30659/jrbi.v23i1.51552
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