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Sri Rezeki
Universitas Islam Riau
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Journal : Empiricism Journal

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Strategi Pemasaran Melalui Media Sosial dalam Meningkatkan Visibilitas dan Daya Saing Usaha Mikro, Kecil, dan Menengah Rezeki, Sri; Sitompul, Haryani Pratiwi; Widarma, Adi
Empiricism Journal Vol. 6 No. 4: December 2025
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/a54yyg62

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran melalui media sosial terhadap peningkatan visibilitas dan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Medan. Perkembangan teknologi digital menuntut pelaku UMKM untuk beradaptasi melalui pemanfaatan media sosial sebagai sarana promosi dan interaksi dengan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif-verifikatif dengan melibatkan 100 responden pelaku UMKM yang telah aktif menggunakan media sosial minimal enam bulan. Data dikumpulkan melalui kuesioner tertutup berskala Likert dan dianalisis menggunakan regresi linier berganda melalui perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa strategi pemasaran media sosial berpengaruh signifikan terhadap visibilitas dan daya saing UMKM dengan nilai R² sebesar 0,684. Variabel interaksi pelanggan memberikan pengaruh paling dominan, diikuti oleh kualitas konten dan pemanfaatan fitur platform. Temuan ini menegaskan bahwa keberhasilan pemasaran digital ditentukan oleh hubungan interaktif yang kuat dan konsistensi pengelolaan konten bermakna. Penelitian ini menyimpulkan bahwa media sosial tidak hanya berfungsi sebagai sarana promosi, tetapi juga sebagai strategi bisnis yang mampu memperkuat citra merek dan meningkatkan keunggulan kompetitif. Diperlukan peningkatan literasi digital dan pendampingan berkelanjutan agar UMKM dapat memanfaatkan media sosial secara strategis dan berkelanjutan. Marketing Strategies Through Social Media to Increase the Visibility and Competitiveness of Micro, Small, and Medium Enterprises Abstract This study aims to analyze the influence of social media marketing strategies on improving the visibility and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Medan City. The rapid advancement of digital technology requires MSMEs to adapt by utilizing social media as a tool for promotion and customer engagement. This research employs a quantitative descriptive–verificative approach, involving 100 MSME respondents who have actively used social media for at least six months. Data were collected through a structured Likert-scale questionnaire and analyzed using multiple linear regression with SPSS software. The findings indicate that social media marketing strategies have a significant positive effect on MSMEs’ visibility and competitiveness, with an R² value of 0.684. Among the observed variables, customer interaction exerts the most dominant influence, followed by content quality and platform feature utilization. These results emphasize that the success of digital marketing depends largely on meaningful two-way communication and consistent, high-quality content management. The study concludes that social media functions not merely as a promotional medium but as a strategic instrument for strengthening brand image and enhancing competitive advantage. Continuous efforts to improve digital literacy and strategic capacity building are essential for MSMEs to fully leverage social media for sustainable business growth.
Co-Authors - Afrizal Abdurahman Abdurrahman Abdurrahman Abdurrahman Abdurrahman Adi Widarma, Adi Adi, Yohanes Adillah Agrullina, Yoza Agus Dahlia Agussamad, Indra Ain, Siti Quratul Alana, Darul Giring Alifia Restu Selvanda Alzaber Alzaber, Alzaber Anda Yanny Andhany, Ella Andi Junaidi Andoko Ageng Setyawan Andrian, Dedek Anggrayn, Melisa Anindito, Adith Anna Waris Nainggolan Annisa Annisa Aqil, Atallah Ardita, Rona Syafira ARIF, SUTAN MOHAMMAD Asbi, Asbi Astri Wahyuni Aulia Isroi Aulia Sthephani Bakhtiar Bakhtiar Bakri, Muhammad Ali Bangun, Loranita Belanisa, Tivani Br Simanjuntak, Emma Dosriamaya Noni Br Tarigan, Regina Emeninta Cut Reinilda Rischa Damayanti Damayanti Darnifayanti, Darnifayanti Dericco, Deffan Dewi, Sri Utari Shinta Dhoriva Urwatul Wutsqa Dian Ekawati Dian Zuiatna Dora Darussalam, Dora Dwi Nurriski Yanti Effendi, Leo Adhar Eka Fuji Astuti Elianti Nasution, Lisa Endang Nurul Hasanah Enggar Maulana Putri Qonita Erin Padilla Siregar Eva Juliandita Fadylah, Muhammad Erlang Farid Mulana Fasya, Safira Fatahillah, Habib Febrina Ramadhani Fitra, Ramad Arya Fitri Yani Panggabean Fitria, Dini Fitriana Yolanda Gultom, Pesta Gumilar, Desisius Gunanti . Hadary, Ferry Hafiza, Nurul Halawa, Ebenheizer Halim, Hendra Hansen Harahap , Rahmat Daim Harahap, Seri Wahyuni Hariningsih, Wintari Haris Riyaldi, Muhammad Hasanah, Endang Nurul Hasanah, Rusi Hasibuan, Uli Makmun Hasugian, Mikhael Hendra Harmain Herdiningrum, Winda Maharani Herdiyanti, Aulia Herlambang, Albert Herwanda, Herwanda Hidayat, Firdan Ibnu Hajar Indah Fitriani Indah Widiati Istikomah, Endang Karel, Tomy Christian Kasiono Kasiono, Kasiono Khoiriyani, Kiki Kristina Pangaribuan, Ingka La Sudarman Leonardi, Nicholas Lika Apreasta Lilis Marina Angraini Liza Meutia Sari Lubis, Ayu Ulfah Nur Lubis, Fauziah Lubis, Putri Lubis, Putri Nabila Lubis, Siti Sahara Lusiatun, Lusiatun M. Putri Br. Sembiring, Ninsah Madjan, Herman Maharani, Hesti Manafe, Nonce Julianti Manik, Desma Erica Maryati Mardatillah*, Annisa Mardiana Mardiana Marjanah, Marjanah Martin Sitepu, Panglima Masyita, Siti Mega Berlin Mei Yuriska Putri Muhadzdzib, Sayyid Ahmad Muhammad Haris Riyaldi, Muhammad Haris Muhammad Rinaldi Nailani, Hunafa Nainggolan, Elisabeth Nasution, Irna Nasution, Lisa Elianti Natalia, Lidya Nilawati, Nurul Salasa Nizam, Ahmad Nofriyandi Novita, Cut Fera Novriyenni Nur Anisa Nur Sitorus, Ummu Aulia Nurbaiti Nurma Sari, Nurma Nurul Pratiwi Nurwilda, Melisa Pane, Yonson Pangestu, Wulan Sari Parliansyah, M Rizky Pasaribu, Lamtiar Pasaribu, Maria Olivia Petrus Loo Putri Wahyuni Putri, Lisa Astridni Putri, Nathania Salsabila Putri, Widya Anggraini Putri, Widya Anggriani Radhiansyah, Lalu Yayan Rahmawati Yuliyani Rakasiwi, Rinjani ramadhani, Febrina Rambe, Sarinah Ratih Purnamasari, Ratih Ratna Dewi, Eva Ratri, Yulia Rezi Ariawan Rezi Ariawan Riana , Asysyifa Rinaldo, Rinaldo Riris Agustin Ritonga, Yesika Ronda Deli Sianturi Rosmayani Rosmayani Rossa, Della Rusiwan, Zulfa Rusli Malli, Rusli Salman Alfarisi Salsabila, Firda Salsabila, yasmin Santi Chismirina Saragih, Isma Putri Cahya Sari Herlina Sarimuddin, Sarimuddin Sembiring, Adelina Sepriana, Rizki Nur Setyorini, Dian Shahida Mohd Said, Shahida Mohd Sheilla, Andriana Silaban, Marta Armita Simanjuntak, Lisdayanti Simanjuntak, Ronaldi Simarmata, Asianna Martini Sinaga, Frida Rismauli Sinaga, Hommy Dorthy Ellyany sinaga, widya elizabeth Sindi Amelia Sindi Amelia Sindi Amelia, Sindi Siregar, Amelia Erawaty Siti Salamah Br Ginting Sitompul, Haryani Pratiwi Stefanny, Stefanny Sthephani, Aulia Subanar . Subangkit, Mawar Suhartini Suhartini Sukrin, Simun Sulaiman Yusuf Sumiati Sumiati Surianto Ilham Suripah Suripah Suryaalamsah, Inne Indraaryani Suryo Guritno Sutantio, Andy Suzanna Sungkar, Suzanna Syafruddin Haris, Syafruddin Syahputra, Teddy Syahrani, Vania Retna Syahrul Khairi Syari, Milli Alfhi Tama, Bayu Jaya Tambun, Mastaida Tambunan, Khairina Tannaldy, Jaccyn Tiffany, Tiffany Tiofanny, Claudie Tri Ardayani, Tri Tri Wahyuningsih Tria Wulandari Trinoto, Andreas Adi Tuljannah, Zahara Turege, Lini Widia Astrid Tussholeha, Zakia Tutut Siswati Valentino, V. H. Vernanda, Evlin Veronica, Tjen Wartika Sihombing, Beni Widalicin Januarty Wijoyo, Raden Bayu Trisno Winda Gusfitri Wivina Diah Ivontianti, Wivina Diah Yoanna Afrimonika yul Hendra Yulia Ratri Yulianto Yulianto Yulianto, Supi Zahrani, Nazila Zahri Hamat Zakia Tussholeha Zamaiyah Zasa, Elia Umbu Zendyah Zetriuslita Zulman, Zulman