Efektivitas YouTube Sebagai Alat Pencarian Informasi Untuk Diversifikasi Produk Stroberi pada UMKM Desa Lebakmuncang Ciwidey

Abstract

The village of Lebakmuncang in Ciwidey has become a center for strawberryproduction, with the majority of its residents relying on agriculture and plantations.However, many Micro, Small, and Medium Enterprises (MSMEs) in this village still relyon fresh products without taking advantage of the potential for diversification intoprocessed products such as jams, juices, and snacks. Product diversification has becomean important strategy to enhance the competitiveness and sustainability of MSMEs (Micro,Small, and Medium Enterprises). YouTube, as the largest video-sharing platform, offers information that can assist small and medium enterprises (SMEs) in productdiversification. However, challenges arise in measuring the effectiveness of this platformin the context of strawberry product diversification. This research aims to analyze theeffectiveness of YouTube as a source of information and to assess the impact of thatinformation on the product diversification decisions of strawberry SMEs in LebakmuncangVillage, Ciwidey. The results indicate that YouTube has proven to be an effective source ofinformation for strawberry product diversification. All the indicators studied yieldedpositive results, with the usefulness of information being the most important factor. Theinformation available on YouTube has a significant impact on the diversification of MSMEproducts, allowing them to learn, innovate, and reach new audiences. This researchrecommends that SMEs make optimal use of YouTube, encourage content creators toprovide more relevant information, and suggest improvements to the portal design toenhance user experience. The development of strawberry SMEs in Lebakmuncang Village,Ciwidey, is expected to enhance the economic welfare of the local community and make themost of local potential.