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All Journal EconBank : Journal Economics and Banking
Safitri, Nova Dwiasti
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Economics, Econometrics & Finance Social Sciences

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Peran Media Sosial Instagram dalam Memperluas Jangkauan Pasar UMKM Komoditas Kopi Dusun Sirap Kabupaten Semarang Sutanto, Himawan Arif; Waluyo, Yanuar Rachmasnsyah J.; Styowati, Widhy; Safitri, Nova Dwiasti; Tanjung, Dewi Sekar
EconBank: Journal of Economics and Banking Vol 6 No 2 (2024): Econbank
Publisher : Sekolah Tinggi Ilmu Ekonomi Bank BPD Jateng

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35829/econbank.v6i2.463

Abstract

Social media, especially Instagram, has become an effective marketing tool for micro, small, and medium enterprises (MSMEs) to reach a wider market. This study aims to identify the role of Instagram in expanding the market reach of coffee commodity MSMEs in Dusun Sirap, Semarang Regency. With a qualitative approach, this study involved in-depth interviews with MSME actors, analysis of Instagram upload content, and literature studies. The results of the study show that Instagram plays a significant role in increasing product visibility, building interactions with consumers, and creating brand loyalty. The strategy of using Instagram features such as Reels, Stories, and Instagram Ads also makes a major contribution to expanding market reach.
Co-Authors Dewi Sekar Tanjung Himawan Arif Sutanto Styowati, Widhy Waluyo, Yanuar Rachmasnsyah J.