The part that social media plays in advertising MSMEs goods in Patas 1 Village, Gunung Bintang Awi District, South Barito Regency
DOI:
https://doi.org/10.52300/jemba.v4i2.15459Keywords:
social media, marketing, MSMEsAbstract
This study discusses the role of social media in marketing products of Micro, Small, and Medium Enterprises (MSMEs) in Patas 1 Village, Gunung Bintang Awai District, South Barito Regency. MSMEs are an essential sector in the village's economy, with various businesses such as culinary, handicrafts, and traditional weapon production. Social media platforms like Facebook and WhatsApp have helped some MSME actors expand their markets and increase product sales. However, some MSMEs have yet to utilize social media due to limited knowledge fully. This study aims to evaluate the effectiveness of social media use in MSME marketing and provide appropriate strategy recommendations. The evaluation methods used were interviews and direct observation. The study's findings indicate that social media significantly expands market networks, builds consumer interactions, and increases product sales. However, challenges such as lack of creativity and competition from similar products remain. Therefore, training and socialization on social media use for MSME actors are necessary to maximize their marketing potential in the digital era
Downloads
References
Aaker, D. A., & Moorman, C. (2023). Strategic market management. John Wiley & Sons.
Al Mansyur, M. I. (2021). Pemanfaatan Media Sosial Untuk Pemasaran Industri Umkm Teh Mawar Di Desa Cluntang, Musuk, Boyolali. Jurnal Ekonomi, Sosial & Humaniora, 2(07), 110–114.
Amadeus, P. A. M. S., Indra, R., Mani, L., Azhar, K. A., & Ashari, B. H. (2023). Marketing communication management for micro, small and medium enterprises in increasing community economic empowerment. Enrichment: Journal of Management, 13(5), 3163–3174.
Benson, V. (2023). Handbook of Social Media Use Online Relationships, Security, Privacy, and Society Volume 2: Volume 2. Elsevier.
Callon, M. (2021). Markets in the making: Rethinking competition, goods, and innovation. Princeton University Press.
Duong, C. T. P. (2020). Social media. A literature review. Journal of Media Research-Revista de Studii Media, 13(38), 112–126.
Endris, E., & Kassegn, A. (2022). The role of micro, small and medium enterprises (MSMEs) to the sustainable development of sub-Saharan Africa and its challenges: a systematic review of evidence from Ethiopia. Journal of Innovation and Entrepreneurship, 11(1), 20.
Gotteland, D., Shock, J., & Sarin, S. (2020). Strategic orientations, marketing proactivity and firm market performance. Industrial Marketing Management, 91, 610–620.
Hannan, A., Hussain, A., & Tab, M. A. (2023). Towards a more general theory of blockchain technology adoption–Investigating the role of mass media, social media and technophilia. Technology in Society, 73, 102225.
Hatamleh, I. H. M., Safori, A. O., Habes, M., Tahat, O., Ahmad, A. K., Abdallah, R. A.-Q., & Aissani, R. (2023). Trust in social media: Enhancing social relationships. Social Sciences, 12(7), 416.
Indonesia, P. R. (2008). Undang-Undang Republik Indonesia Nomor 20 Tahun 2008 Tentang Usaha Mikro, Kecil, dan Menengah.
Infante, A., & Mardikaningsih, R. (2022). The Potential of social media as a Means of Online Business Promotion. Journal of Social Science Studies (JOS3), 2(2), 45–49.
Irshad, M., Ahmad, M. S., & Malik, O. F. (2020). Understanding consumers’ trust in social media marketing environment. International Journal of Retail & Distribution Management, 48(11), 1195–1212.
Istanti, E., & Sanusi, R. (2020). Pemanfaatan media sosial bagi pengembangan umkm di desa kedungrejo, kecamatan jabon, sidoarjo. Jurnal Komunikasi Profesional, 4(2).
Kotler, P., & Armstrong, G. (2017). Principles of Marketing. In Pearson (17th Editi). Pearson Education.
Morrison, A. M. (2022). Hospitality and travel marketing. Routledge.
Mowar, A. (2022). Marketing management. Blue Rose Publishers.
Nurpratama, M., & Anwar, S. (2020). Penerapan digital marketing bagi usaha mikro, kecil dan menengah (umkm) di kelurahan karangmalang kecamatan indramayu kabupaten indramayu: Implementation Of Digital Marketing For Micro, Small And Businesses Medium (UMKM) In Kelurahan Karangmalang Kecamatan Indramayu, Kabupaten Indramayu. Jurnal Investasi, 6(2), 87–102.
Singla, A., & Agrawal, R. (2024). Social media and disaster management: investigating challenges and enablers. Global Knowledge, Memory and Communication, 73(1/2), 100–122.
Siriwardana, A. (2020). Social media marketing: A literature review on consumer products. Proceedings of the International Conference on Business & Information (ICBI).
Zhang, J. Z., & Watson IV, G. F. (2020). Marketing ecosystem: An outside-in view for sustainable advantage. Industrial Marketing Management, 88, 287–304.
Zhu, H., Kim, M., & Choi, Y. K. (2022). Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948–969.
Zolfagharian, M., & Naderi, I. (2020). Human resource management challenges facing franchise businesses. Personnel Review, 49(1), 104–124.
