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All Journal Jurnal Riset Manajemen
Wida Yustika
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Decision Sciences, Operations Research & Management

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Pemanfaatan Media Sosial dalam Pemasaran UMKM Produk di Pulo Brayan Bengkel Wida Yustika; Rizky Azura; Fadia Anisa; Enia Fadila Sitakar; M. Arief Rahmadiansyah Purba; Fitri Hayati
JURNAL RISET MANAJEMEN (JURMA) Vol 3 No 1 (2025): JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v3i1.2941

Abstract

In the digital era, social media plays a crucial role in supporting micro, small and medium enterprises (MSMEs) in Indonesia, particularly in Pulo Brayan Bengkel. This study aims to explore how MSMEs in the area utilize social media as an effective marketing tool. The method used is qualitative research with data collection through an online questionnaire involving 30 MSME respondents. MSME respondents. The results showed that the majority of MSME players are young, with diverse business types, especially in the beverage sector. Social media, especially Instagram and TikTok, were chosen as marketing strategies due to their ease of access and low cost. Although MSME players face challenges in terms of technical understanding and fierce competition, the use of social media is proven to increase product visibility, expand market reach, and strengthen relationships with customers. By optimally utilizing social media, MSMEs in Pulo Brayan Bengkel can improve their competitiveness and business sustainability in an increasingly competitive global market.
Co-Authors Enia Fadila Sitakar Fadia Anisa Fitri Hayati M. Arief Rahmadiansyah Purba Rizky Azura