Main Article Content
Abstract
The development of digital technology encourages MSMEs to optimize social media as an effective and efficient marketing tool. This study aims to analyze the effectiveness of utilizing social media, especially Whatsapp Business , Instagram and TikTok, as digital marketing media for MSME Deandra Batik Lampung. The method used is qualitative with data collection techniques through interviews, observations, and documentation. The results of the study show that social media can significantly increase brand awareness , interaction with customers, and sales of batik products. However, obstacles such as lack of understanding of social media algorithms and limited technical skills are the main obstacles in optimizing digital marketing. Training efforts and utilization of social media analytics features help overcome these obstacles. Utilizing social media as a digital marketing medium is an effective way for MSME Deandra Batik Lampung to face market competition by maximizing market interaction and reach. This study provides important recommendations for increasing digital marketing capacity so that MSMEs can maximize the use of social media
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Article Details
References
- Achmad, ZA, et al. (2024). Effectiveness of using social media in developing Barokah Jaya Bersama MSMEs . Poltara Journal , 4(1), 50–65.
- Fadhilah, R., & Pratiwi, D. (2021). Utilization of marketing through social media by MSMEs in the pandemic era . Scientific Journal , 1(1), 1–10.
- Indahwati, R., & Haryanto, B. (2023). The role of social media in MSME marketing strategies in the digital era . Journal of Digital Economy , 5(2), 77–90.
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- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed .). Pearson Education.
- Musamma, N.S., & Tahir, A. (2021). The effectiveness of marketing communications using Instagram social media on Hello Decoration UMKM . Islamic Communication Journal , 6(1), 105–118.
- Nasrullah, R. (2016). Social Media: Perspectives of Communication, Culture, and Sociotechnology . Bandung: Simbiosa Rekatama Media.
- Novitasari, D., & Wibowo, A. (2022). The influence of digital marketing on the growth of MSMEs in Indonesia . Journal of Business and Management , 8(4), 112–125.
- Rahayu, S., & Astuti, R. (2021). Optimizing digital marketing using social media for MSMEs . Journal of Management and Business Sciences , 7(3), 45–59.
- Sari, NP, & Wahyudi, S. (2023). Digital marketing strategies through social media to increase sales of MSMEs in Yogyakarta . Marketing Insight Journal , 9(1), 95–110.
- Sugandini, D. (2019). Social systems theory and digital marketing . Brilliant Journal , 1(1), 23–38.
- Sutanto, AC, et al. (2022). Effectiveness of using Instagram in the branding process of MSMEs in Kemanggisan . Journal of Digital Management and Marketing , 2(3).
- Talib, NRA, & Sari, MN (2024). Analysis of the effectiveness of using social media in increasing brand awareness in UMKM in South Tangerang City in the digital era . Journal of Economics, Management Accounting, Agribusiness , 2 (2), 30–48
- Tanjung, HM, & Pratama, A. (2022). Utilization of Instagram as a digital marketing tool for batik UMKM in Pekalongan . Journal of Creative Economy , 3(1), 20–35.
- Vera, M., et al. (2024). Utilization of social media for MSMEs in Serang City . Benefits: Journal of Economics and Tourism 1(1), 12–25.
References
Achmad, ZA, et al. (2024). Effectiveness of using social media in developing Barokah Jaya Bersama MSMEs . Poltara Journal , 4(1), 50–65.
Fadhilah, R., & Pratiwi, D. (2021). Utilization of marketing through social media by MSMEs in the pandemic era . Scientific Journal , 1(1), 1–10.
Indahwati, R., & Haryanto, B. (2023). The role of social media in MSME marketing strategies in the digital era . Journal of Digital Economy , 5(2), 77–90.
Ministry of Cooperatives and SMEs. (2022). Annual Report of Indonesian MSMEs . Jakarta: Ministry of Cooperatives and SMEs.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed .). Pearson Education.
Musamma, N.S., & Tahir, A. (2021). The effectiveness of marketing communications using Instagram social media on Hello Decoration UMKM . Islamic Communication Journal , 6(1), 105–118.
Nasrullah, R. (2016). Social Media: Perspectives of Communication, Culture, and Sociotechnology . Bandung: Simbiosa Rekatama Media.
Novitasari, D., & Wibowo, A. (2022). The influence of digital marketing on the growth of MSMEs in Indonesia . Journal of Business and Management , 8(4), 112–125.
Rahayu, S., & Astuti, R. (2021). Optimizing digital marketing using social media for MSMEs . Journal of Management and Business Sciences , 7(3), 45–59.
Sari, NP, & Wahyudi, S. (2023). Digital marketing strategies through social media to increase sales of MSMEs in Yogyakarta . Marketing Insight Journal , 9(1), 95–110.
Sugandini, D. (2019). Social systems theory and digital marketing . Brilliant Journal , 1(1), 23–38.
Sutanto, AC, et al. (2022). Effectiveness of using Instagram in the branding process of MSMEs in Kemanggisan . Journal of Digital Management and Marketing , 2(3).
Talib, NRA, & Sari, MN (2024). Analysis of the effectiveness of using social media in increasing brand awareness in UMKM in South Tangerang City in the digital era . Journal of Economics, Management Accounting, Agribusiness , 2 (2), 30–48
Tanjung, HM, & Pratama, A. (2022). Utilization of Instagram as a digital marketing tool for batik UMKM in Pekalongan . Journal of Creative Economy , 3(1), 20–35.
Vera, M., et al. (2024). Utilization of social media for MSMEs in Serang City . Benefits: Journal of Economics and Tourism 1(1), 12–25.