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All Journal Jurnal EK dan BI Studi Akuntansi, Keuangan, dan Manajemen Journal of Social And Economics Research e-Jurnal Apresiasi Ekonomi journal of social and economic research Jurnal EKOBIS (Kajian Ekonomi dan Bisnis)
Arubina Bangsawan
Manajemen, Universitas Sjakhyakirti
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Trend Pemanfaatan Media Sosial sebagai Upaya Pengembangan UMKM di Taman Olahraga Silampari Oktarendah, Fatma; Tunut, Susyanto; Nadea, Salma; Bangsawan, Arubina
Studi Akuntansi, Keuangan, dan Manajemen Vol. 5 No. 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.3926

Abstract

Purpose: This study aims to analyze the trend of social media utilization as a strategic effort to develop Micro, Small, and Medium Enterprises (MSMEs) in the Silampari Sports Park (TOS) in Lubuklinggau City. Methodology/approach: This study used a descriptive qualitative approach with 80 MSME samples from the TOS area. Data were collected through interviews, observations, and questionnaires to explore the use of social media, marketing strategies, and economic impact. Results/findings: The results indicate that 67.5% of MSMEs use social media for digital marketing, mainly Instagram (42%), Facebook (35%), and TikTok (22%). Social media marketing led to an average sales increase of 45.3%, particularly in the culinary and fashion sectors. Conclusion: Social media boosts MSME performance in TOS Lubuklinggau with a 45.3% sales increase, especially in culinary and fashion. This study reveals the potential of digital marketing and the need for wider adoption and stakeholder support. Limitations: This study is limited by its specific sample, potential qualitative bias, and focus on MSMEs that already use social media. Contribution: This study offers a model and practical recommendations to support MSME digital marketing and accelerate local business digital transformation.
Co-Authors Afini, Vivin Amalia Mustikatamara Anggraini, Hilwa Anton Trianto Aras Tulip Deddi Nifyandi Fatma oktarendah Hendra Musa Hendra Musa Imam Suroso Indah Mawarni Irsan Kemas Welly Angga Permana Mahdi Hendrich Marita Pratisila Muhammad Deni, Muhammad Munyati Nadea, Salma Nanda Revita Oktarendah, Fatma Rialita Putri Elba Roy Saleh Sri Sutandi Tunut, Susyanto Tutik Pebrianti Zein Ghozali