PERAN MEDIA SOSIAL MENINGKATKAN PENJUALAN UMKM DI NTB
Abstract
Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran dalam meningkatkan penjualan melalui social media. Studi pada produk makanan-minuman yang bersertifikat dan berlabel halal pada UMKM di Nusa Tenggara Barat (NTB). Penelitian ini menggunakan pendekatan kualitatif dengan studi kasus. Data diperoleh melalui wawancara terhadap informan (Pelaku UMKM dan Konsumen. Konsumen yang menggunakan transaksi pembelian melalui social media dan mengkonsumsi produk makanan-minuman yang bersertifikat dan berlabel halal pada UMKM di NTB). Informan berjumlah 8 (delapan) orang, yang terdiri dari; 5 (lima) orang para pelaku UMKM dan 3 (tiga) orang pelanggan. Hasil penelitian ini menunjukkan bahwa terjadinya peningkatan penjualan melalui social media selama 3 (tiga) tahun terakhir. Para pelaku UMKM menerapkan strategi pemasaran dengan memanfaatkan social media untuk meningkatkan tingkat penjualan produknya. Strategi yang diterapkan oleh para pelaku UMKM adalah mengenali pelanggan, memilih social media yang cocok, melakukan pemasaran produk, transaksi jual beli dan menjalin hubungan baik dengan pelanggan. Keterbatasan penelitian ini adalah masih kurangnya para pelaku UMKM menggunakan social media dan hanya social media yang gratisan dipilih sebagai wadah pemasaran bisnisnya. Penelitian ini membangun hubungan antara strategi pemasaran dan peningkatan penjualan dengan menyoroti peran penting dari social media. Produk makanan-minuman yang bersertifikat dan berlabel halal merupakan peluang menjadi bisnis yang kompetitif.
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