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All Journal Epicheirisi : Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan
Mukhasanah, Silviana
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Economics, Econometrics & Finance Social Sciences Other

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Strategi Pemasaran Media Sosial pada Usaha Mikro Fesyen Agasta, Rio; Mukhasanah, Silviana
Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan Vol. 9 No. 2 (2025)
Publisher : Politeknik Negeri Madiun

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Abstract

Social media has become the main marketing channel for micro businesses because it is inexpensive and reaches consumers directly. However, micro business owners often lack marketing knowledge and resources, so their strategies develop through trial and error. This study aims to explore how micro fashion business owners design and implement social media marketing strategies. The study uses a qualitative approach with a multiple case study design. Data were collected through in-depth interviews with seven owners or social media managers of micro fashion businesses, observation of their social media accounts, and documentation, then analyzed using the interactive model and thematic coding. The results identify four themes: authentic content and storytelling, fast and personal interaction with followers, collaboration with micro influencers and customers, and the use of simple platform insights to guide decisions. The main obstacles are changes in platform algorithms, limited time to produce content consistently, and price competition. The study recommends that micro businesses build a simple content calendar, prioritize engagement over follower counts, and develop basic data literacy.
Co-Authors Agasta, Rio