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All Journal AIQU: Journal Multidiscipliner of Science TERMASYHUR: Jurnal Pengabdian Masyarakat
Ahmad Saiful
Universitas Muhammadiyah Buton
Religion Arts Humanities Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Analysis of the Role of Social Media in Increasing Sales Outcomes among MSMEs in Baubau City Ahmad Saiful
AIQU: Journal Multidiscipliner of Science Vol. 3 No. 4 (2025): DECEMBER, AIQU: Journal Multidiscipliner of Science
Publisher : Institute Journal and Publication Muhammadiyah University of Buton

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Abstract

This study examines the role of social media in increasing sales outcomes among Micro, Small, and Medium Enterprises (MSMEs) in Baubau City. In the context of digital transformation, social media has become an important marketing tool that enables MSMEs to promote products, interact with customers, and expand market reach more efficiently. However, the effectiveness of social media in supporting sales performance at the local MSME level remains an important issue to investigate. This study employed a quantitative approach with a survey design. The population consisted of MSME owners in Baubau City who actively used social media for business purposes, while the sample was selected through purposive sampling. Data were collected using a structured questionnaire and analyzed through descriptive and inferential statistical techniques. The findings reveal that social media plays a significant role in improving sales outcomes among MSMEs in Baubau City. Platforms such as WhatsApp, Facebook, Instagram, and TikTok were widely used for promotional activities, customer communication, and product visibility. The study found that consistent posting, attractive content, and active customer interaction contributed positively to increasing customer inquiries, purchase transactions, and repeat orders. Social media also helped MSMEs broaden their market reach beyond their immediate business environment. Nevertheless, the effectiveness of social media was influenced by several supporting and inhibiting factors, including digital literacy, content creativity, product quality, time constraints, and limited digital skills. In conclusion, social media is a strategic instrument for strengthening MSME sales performance and competitiveness in Baubau City. Therefore, efforts to improve the digital capacity of MSME actors are essential to ensure the optimal and sustainable use of social media in business development.
Sosialisasi Strategi Marketing Online (Efektifitas Materi) di Kelurahan Tomba Ahmad Saiful
Termasyhur: Jurnal Pengabdian Masyarakat Vol. 2 No. 3 (2024): TERMASYHUR: Jurnal Pengabdian Masyarakat
Publisher : Lambaga Jurnal dan Publikasi Universitas Muhammadiyah Buton

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Sosialisasi strategi marketing online memberikan banyak manfaat bagi bisnis, mulai dari peningkatan pemahaman mengenai cara memanfaatkan platform digital hingga optimalisasi hasil dari kampanye pemasaran. Tujuan pengabdian ini untuk mendosialisasikan strategi marketing online (efektifitas materi) di Kelurahan Tomba. Metode sosialisasi strategi marketing online di Kelurahan Tomba dapat dilakukan dengan pendekatan yang terstruktur dan berbasis pada efektivitas materi. Langkah pertama yang dapat diambil adalah mengidentifikasi target audiens, yaitu para pelaku UMKM dan masyarakat yang berpotensi memanfaatkan platform digital untuk memasarkan produk mereka. Materi yang disampaikan harus dirancang dengan fokus pada cara penggunaan media sosial, platform e-commerce, serta teknik-teknik promosi digital yang relevan. Hasil pengabdian ini menunjukan bahwa sosialisasi strategi marketing online yang efektif sangat penting bagi kesuksesan suatu perusahaan di era digital ini. Dengan memahami dan menerapkan materi visi dan strategi pasar, prinsip Kaizen, strategi genetik, orientasi perusahaan, serta tahapan dan jenis segmentasi, perusahaan dapat menciptakan kampanye pemasaran yang lebih terarah dan responsif terhadap kebutuhan konsumen. Sosialisasi yang baik tidak hanya memperkuat pemahaman tim, tetapi juga meningkatkan kolaborasi dalam mencapai tujuan perusahaan. Oleh karena itu, perusahaan perlu berkomitmen untuk secara berkelanjutan mendidik dan menginformasikan seluruh anggota tim mengenai aspek-aspek kunci dalam marketing online guna meraih keunggulan kompetitif yang berkelanjutan.
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