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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Sella Murdini
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Pemasaran Digital melalui Media Sosial pada UMKM Bakery Victor Diwantara; Sella Murdini; M. Nazori
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 3 No. 4 (2025): July : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v3i4.1996

Abstract

This study aims to analyze the social media-based marketing strategies implemented by MSME Bakery in developing its business. The study employed a qualitative case study method using observation, in-depth interviews, and documentation. The results indicate that consistent use of WhatsApp and Facebook has positively impacted sales, market reach, and customer loyalty. However, challenges such as limited digital skills and time management for content creation still exist. These findings suggest that social media is an effective marketing tool for MSMEs when supported by proper content strategies and digital literacy.
Co-Authors M. Nazori Victor Diwantara