DAMPAK INOVASI DAN PEMANFAATAN MEDIA SOSIAL TERHADAP KINERJA UMKM KOPI TOLAKI DI DESA TRIDANA MULYA KECAMATAN LANDONO KABUPATEN KONAWE SELATAN

Abstract

This research aims to determine (1) the types of innovation implemented by Tolaki coffee MSMEs to increase competitiveness and productivity in Tridana Mulya Village, Landono District, (2) the use of social media in supporting the performance and productivity of Tolaki coffee MSMEs in Tridana Mulya Village, Landono District, Regency. South Konawe, (3) the role of innovation and social media on the performance of Tolaki coffee MSMEs and productivity in Tridana Mulya Village, Landono District, South Konawe Regency. Determining informants in this research used the snowboll technique by taking six people, including the owner and employees. The data collection process was carried out by observation, in-depth interviews, and documentation. Data analysis used descriptive qualitative research using the Miles and Huberman research model including data reduction, data presentation, and drawing conclusions. The research results show that innovation in developing new and unique products, services or processes can create added value that makes the company superior in competition with the Kopi Tolaki brand, which has unique characteristics which are reflected in different packaging variations for each product. Communication via social media platforms also helps convey the value and benefits of the product, and the results have been positive with the product being accepted by the public.