Implementation and Enhancement of Social Media Marketing Strategy on Batam Micro, Small, and Medium Enterprise
Abstract
MSMEs have an essential economic role and contribute significantly to a country's GDP. Over time technology can be used to promote MSMEs by using social media for digital marketing. This study uses De'Sate as its object and a qualitative descriptive approach as its research method. Visits and interviews were carried out with De'Sate owners to obtain the required data. However, it is known that social media hasn’t been utilized optimally. Therefore, this research aims to maximize its digital marketing. Based on the research results, it is known that the business risks are limited employees and less extensive areas. In addition, this study also made changes to the logo, as the font used in the previous logo was less attractive. Next, changes are made to the menu, Instagram feeds and landing page, Google Business, WhatsApp Business catalog and description, auto greeting, quick reply, and away messages on WhatsApp and Facebook Page. A month after the changes, Pak Suryadi was satisfied with the content, and based on the insight of Instagram, performance link, and Google Business, it is known that De'Sate's social media is visited by many users, so it can be concluded that these MSMEs are becoming better known than before.
Keywords
Full Text:
PDFReferences
Alraja, M. N., Khan, S. F., Khashab, B., & Aldaas, R. (2020). Does Facebook Commerce Enhance SMEs Performance? A Structural Equation Analysis of Omani SMEs. SAGE Open, 10(1). https://doi.org/10.1177/2158244019900186
Andrade, C. (2021). The Inconvenient Truth About Convenience and Purposive Samples. Indian Journal of Psychological Medicine, 43(1), 86–88. https://doi.org/10.1177/0253717620977000
Arviani, H., Claretta, D., Kusnarto, K., Delinda, N., & Izzaanti, S. (2021). Sosial Media Marketing : Peluang & Tantangan bagi UMKM Lokal Di Masa Pandemi Covid-19. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 7(1), 57–65. https://doi.org/10.31289/simbollika.v7i1.4417
Astuti, R. D., & Nindyaswari, S. A. (2022). The Role of Browsing in The Relationship Between Online Reviews to Impulse Buying. Asean Marketing Journal, 14(1). https://doi.org/10.21002/amj.v14i1.1170
Carter, J. (2014). Social Media Strategies in Small Business.
Chiu, C. L., & Ho, H. C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. SAGE Open, 13(1), 1–18. https://doi.org/10.1177/21582440231164034
Christiarini, R., & Hulu, Y. J. (2023). Strategi Digital Marketing Dan Selebgram Batam Sebagai Sarana Mengembangkan UMKM Afo Cake & Catering. Conference on Community Engagement Project, 3(1), 853–859.
Consult, M. (2017). The Economic Impact of WhatsApp in Indonesia.
Cruz-Cárdenas, J., Guadalupe-Lanas, J., Zabelina, E., Palacio-Fierro, A., VelÃn-Fárez, M., & Staniewski, M. W. (2019). Consumer value creation through WhatsApp use: A qualitative multimethod approach in a Latin American scenario. Academia Revista Latinoamericana de Administracion, 32(4), 455–471. https://doi.org/10.1108/ARLA-02-2019-0044
Faristin, L., Hariyadi, S., & Prihastuty, R. (2013). Efektivitas Iklan Perguruan Tinggi Dalam Meningkatkan Brand Awareness Pada Siswa Kelas 3 Di SMA Negeri 1 Bae Kudus. Journal of Social and Industrial Psychology, 2(1), 64–68.
Firdiansyah, A. (2022, November 30). Memahami Social Media Marketing, dari Pengertian Sampai Strateginya. Glints.Com. https://glints.com/id/lowongan/apa-itu-social-media-marketing/#strategi-dalam-social-media-marketing
Gehred, A. P. (2020). Canva. National Center for Biotechnology Information, 17(4), 13–16. https://doi.org/10.5195/jmla.2020.940
Helmi, N. (2019, April 30). Revolusi Industri 4.0 dan Pengaruh Bagi Industri di Indonesia. Kemhan.Go.Id. https://www.kemhan.go.id/pusbmn/2019/04/30/revolusi-industri-4-0-dan-pengaruhnya-bagi-industri-di-indonesia.html
Hendriyani, C., Dwianti, S. P., Herawaty, T., & Ruslan, B. (2020). Analisis Pengunaan Whatsapp Business Untuk Meningkatkan Perjualan Dan Kedekatan Dengan Pelanggan Di Pt Saung Angklung Udjo. AdBispreneur, 5(2), 193. https://doi.org/10.24198/adbispreneur.v5i2.29171
Himma, F. (2022, Agustus 3). Social Media Marketing: Pengertian Hingga Contohnya. Majoo.Id. https://majoo.id/solusi/detail/social-media-marketing
Irsanyya, K. D., Rahayu, A., & Dirgantari, P. D. (2023). The Impact of Social Media Marketing on E-Purchase Decisions Using Online Food Delivery Services. 4(2), 392–401.
Justitia, A., Werdiningsih, I., Effendy, F., & Taufik, T. (2021). Pelatihan dan Pendampingan Digital Marketing bagi UMKM Jasa Laundry menuju UMKM Go Digital. Jurnal Nasional Pengabdian Masyarakat, 2(2), 60–72. https://doi.org/10.47747/jnpm.v2i2.388
Kemp, S. (2023, Januari 26). Digital 2023 : Global Overview Report. Datareportal.Com. https://datareportal.com/reports/digital-2023-global-overview-report
Lady, & Jusvenny. (2021). Pengaruh Social Media Marketing, Perceived Value, Perceived Quality, Brand Image, Dan Customer Satisfaction Terhadap Behavior Intention Pada Fastfood Restaurant di Kota Batam. Conference on Business, Social Sciences and Technology, 1(1), 1–11. https://journal.uib.ac.id/index.php/conescintech
Limanseto, H. (2022, Oktober 1). Perkembangan UMKM sebagai Critical Engine Perekonomian Nasional Terus Mendapatkan Dukungan Pemerintah. Ekon.Go.Id. https://www.ekon.go.id/publikasi/detail/4593/perkembangan-umkm-sebagai-critical-engine-perekonomian-nasional-terus-mendapatkan-dukungan-pemerintah#:~:text=Peran UMKM sangat besar untuk,total penyerapan tenaga kerja nasional
Naimah, R. J., Wardhana, M. W., Haryanto, R., & Pebrianto, A. (2020). Penerapan Digital marketing Sebagai Strategi Pemasaran UMKM. Jurnal IMPACT: Implementation and Action, 2(2), 39. https://doi.org/10.31961/impact.v2i2.844
Nurhadi, M., Suryani, T., & Fauzi, A. A. (2022). The Power of Website and Social Media for Strengthening Brand Image, E-WoM, and Purchase Decision. Journal of Economic, Business, & Accounting, 25(3), 320–331. https://doi.org/10.14414/jebav.v25i3.3093.ABSTRACT
Oktaviani, L., Suaidah, Aldino, A. A., & Lestari, Y. T. (2022). Penerapan Digital Marketing Pada E-Commerce Untuk Meningkatkan Penjualan UMKM Marning. Jurnal Pengabdian Pada Masyarakat, 379–385.
Pertiwi, S. N., Pardian, P., Trimo, L., & Sadeli, A. H. (2021). Efektivitas Iklan Pada Media Sosial Instagram Kojama Shop Dengan Pendekatan Aida Model. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 7(1), 299. https://doi.org/10.25157/ma.v7i1.4527
Qurtubi, Febrianti, M. A., Sugarindra, M., Hidayat, A., & Suyanto, M. (2022). The Impact of Digital Marketing: A Systematic Literature Review. International Journal of Interactive Mobile Technologies, 16(13), 15–29. https://doi.org/10.3991/ijim.v16i13.30609
Rachmawati Harum, J., Kusumawati, A., & Kholid Mawardi, M. (2021). Pengaruh Permission Email Marketing Terhadap Purchase Intention dan Dampaknya Pada Purchase Decision (Survei Pada Customer Lazada Indonesia). Profit : Jurnal Administrasi Bisnis, 15(01), 8–11. https://doi.org/10.21776/ub.profit.2021.015.01.2
Ramadayanti, F. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk. Jurnal Studi Manajemen Dan Bisnis, 6(2), 111–116. https://doi.org/10.21107/jsmb.v6i2.6690
Ridwan, I. M., Fauzi, A., Aisyah, I., Susilawati, & Sofyan, I. (2019). Penerapan Digital Marketing Sebagai Peningkatan Pemasaran Pada UKM Warung Angkringan “WAGE†Bandung. Jurnal Pengabdian Kepada Masyarakat, 2(1), 137–142.
Rizaty, M. A. (2022, Desember 27). 20,76 Juta UMKM di Indonesia Masuk Ekosistem Digital pada 2022. Dataindonesia.Id. https://dataindonesia.id/bursa-keuangan/detail/2076-juta-umkm-di-indonesia-masuk-ekosistem-digital-pada-2022
Sampurnaningsih, S. R., Andriani, J., & Wulansari, R. (2022). Analysis of Using Social Media to Increase Income of Micro and Small Business In South Tangerang. Kontigensi : Jurnal Ilmiah Manajemen, 10(1), 95–99. https://doi.org/10.56457/jimk.v10i1.257
Shaid, N. J. (2022). Pengertian UMKM, Kriteria, Ciri dan Contohnya. Money.Kompas.Com. https://money.kompas.com/read/2022/01/19/051518426/pengertian-umkm-kriteria-ciri-dan-contohnya?page=all
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan Kombinasi (Mixed Methods) (Edisi 2). Alfabeta Bandung.
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Sun, Q., & Xu, B. (2019). Mobile Social Commerce: Current State and Future Directions. Journal of Global Marketing, 32(5), 306–318. https://doi.org/10.1080/08911762.2019.1620902
Umami, Z., & Darma, G. S. (2021). Digital Marketing: Engaging Consumers With Smart Digital Marketing Content. Jurnal Manajemen Dan Kewirausahaan, 23(2), 94–103. https://doi.org/10.9744/jmk.23.2.94-103
DOI: https://doi.org/10.35314/inovbiz.v11i1.3240
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Lady Lady, Verren Calystania, Vira Vira, Jessica Novia, Veni Sisca, Stephanie Stephanie
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This Journal has been listed and indexed in :
Copyright of Jurnal Inovasi Bisnis (p-ISSN : 2338-4840, e-ISSN : 2614-6983)
Inovbiz: Jurnal Inovasi Bisnis is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Editorial Office :
Pusat Penelitian dan Pengabdian kepada Masyarakat
 Politeknik Negeri BengkalisÂ
Jl. Bathin alam, Sungai Alam Bengkalis-Riau 28711Â
E-mail: inovbiz@polbeng.ac.id