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 Economics and Banking
Vol 6 No 2 (2024): Econbank

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.