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All Journal Jurnal Media Infotama El-Mujtama: Jurnal Pengabdian Masyarakat
Kelin, Selus Paru
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Religion Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Kontribusi Sosial Media Dalam Memasarkan Produk Home Industry Bagi UMKM Di Pulau Timor Kelin, Selus Paru; Giri, Bonie Empy; Bansoma, Meinahen Budi; Soares, Vasio Sarmento
Jurnal Media Infotama Vol 21 No 1 (2025): April 2025
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmi.v21i1.7433

Abstract

The development of technology in the new era of digital marketing has transformed the way of life for modern society, where business owners now utilize digital platforms to broaden their knowledge, strengthen brand image, and enhance interaction with the products they produce. Micro, Small, and Medium Enterprises (MSMEs) need to have an understanding and expertise in digital technology, as well as use social media as a marketing tool to expand their market reach. Additionally, a deep understanding of the target audience and the types of media used becomes crucial for digital marketers in determining product marketing strategies.In the current digital era, particularly in rural areas, especially on Timor Island, known for its cultural diversity and natural resources, MSMEs in home industries play an important role in the local economy. Despite having great potential, many MSMEs on Timor Island still face challenges in effectively marketing their products due to a lack of understanding and skills in digital technology, hindering them from utilizing social media as an essential marketing tool. This research aims to explore the contribution of social media in marketing home industry products by MSMEs on Timor Island, focusing on barriers, consumer engagement levels, and strategies that can be employed. The research method used is a mixed-methods approach, combining qualitative and quantitative methods, to obtain a comprehensive picture involving 100 respondents and interviews with 50 MSME entrepreneurs. The results of the study show that social media platforms such as Facebook, WhatsApp, and Instagram play an important role in increasing product visibility, consumer interaction, and sales, but many MSME entrepreneurs have not fully utilized the potential of social media. It is hoped that this research will provide insights for MSMEs, the government, and academics to support the development of MSMEs on Timor Island through more effective utilization of social media.
Frekuensi Penggunaan Media Sosial di Era Digital: Peluang Bisnis bagi Mahasiswa Nusa Tenggara Timur dalam Konteks Keragaman Budaya Kelin, Selus Paru; Taka, Linda Marlince; Koinmanas, Habel Ada; Djelo, Apriana Kale; Keren, Meilyuani Ivana Mirandha
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 2 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i2.5768

Abstract

This study aims to explore the level of social media usage among East Nusa Tenggara (NTT) students and analyze the potential of social media in creating local culture-based business opportunities. Using a descriptive quantitative approach, it involved 100 students from various educational and cultural backgrounds. The results of this study revealed that NTT students actively utilize various social media platforms, especially Facebook, Instagram, and TikTok. It shows that social media is not only a means of communication, but also a promising business opportunity. NTT's rich cultural diversity, such as traditions, arts, and culinary, can be effectively promoted through attractive visual content on these platforms. Students can utilize social media to create a personal brand, collaborate with local influencers, and reach a wider market, both domestic and international. This study identified that despite the great potential, many students have not fully utilized social media as a tool for doing business. Therefore, this study suggests several strategies to maximize the potential of social media in developing culture-based businesses, including: building content based on local cultural stories through the stories feature, utilizing short videos to attract attention on TikTok, providing educational content on YouTube, and combining cross-platform use. Thus, with the right utilization of social media, students can contribute to the local economy and preserve NTT culture.
Co-Authors Bansoma, Meinahen Budi Bonie Empy Giri Djelo, Apriana Kale Keren, Meilyuani Ivana Mirandha Koinmanas, Habel Ada Soares, Vasio Sarmento Taka, Linda Marlince