Abstract
The restrictions imposed to prevent the spread of the Corona virus have greatly impacted various types of businesses, both large-scale businesses and MSMEs and have indirectly forced business owners to make digital marketing, especially marketing through social media, one of the business solutions in marketing their business. This study aims to determine the use of social media as a marketing medium for MSMEs in the midst of various restrictions due to the Covid-19 pandemic. The method used in this study is a qualitative descriptive method. The subjects of this study were MSME actors under the guidance of the Cooperatives and SMEs Service, Bandung Regency, which were selected as many as 23 MSMEs using purvosive sampling technique. The research data was collected combining desk analysis and direct observation to MSME actors, interviews with key respondents from the Bandung Regency Cooperatives and SMEs Service, and digital marketing practitioners. The results of the study show that MSME actors have made social media a marketing method in this pandemic era. Marketing using social media is used because it is able to increase brand awareness, facilitate product feedback and marketing strategies, build networks with consumers, suppliers and competitors, but in a more convenient and cost effective manner.
Highlights
The restrictions imposed to prevent the spread of the Corona virus have greatly impacted various types of businesses, both large-scale businesses and MSMEs and have indirectly forced business owners to make digital marketing, especially marketing through social media, one of the business solutions in marketing their business
This study aims to determine the use of social media as a marketing medium for MSMEs in the midst of various restrictions due to the Covid-19 pandemic
Pemanfaatan Sosial Media oleh UMKM Dalam Memasarkan Produk di Masa Pandemi Covid-19
Summary
Dalam khazanah perekonomian Indonesia, dikenal dengan istilah UMKM, kepanjangan dari Usaha Mikro, Kecil, dan Menengah, yang mengacu pada Undang-undang no. 20 tahun 2008 tentang UMKM. Penggunaannya dalam bisnis, media sosial ini digunakan sebagai alat komunikasi bisnis, membantu pemasaran produk dan jasa layanan, berkomunikasi dengan pelanggan dan pemasok, mengenalkan merek, mengurangi biaya dan untuk kebutuhan penjualan secara online (Nel & Julita, 2016) (Ashley & Tuten, 2015). Bagi UMKM, media sosial banyak juga menawarkan manfaat, diantaranya mengidentifikasi pelanggan, melakukan komunikasi timbal balik, saling berbagi informasi sampai mampu mengetahui objek-objek yang pelanggan disukai, kehadiran pelanggan, hubungan antar pelanggan berdasarkan lokasi dan pola interaksi, serta peningkatan kerja sama dengan pengusaha lain sehingga dapat meningkatkan kinerja bagi kemajuan UMKM. Media sosial termasuk saluran online untuk berbagi dan berpartisipasi dalam berbagai kegiatan, suatu alat komunikasi yang penting bagi UMKM untuk berkomunikasi secara interaktif dengan konsumen (Rowley & Holliman, 2014)
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