MENGOPTIMALKAN SOSIAL MEDIA MARKETING: TIPS DAN TRIK UNTUK BISNIS KECIL

Hari Wartono; Nugroho Edie Santoso; Harmawan Teguh Saputra

doi:10.31539/y2cm9n21

Authors

Hari Wartono Universitas PGRI Argopuro Jember
Nugroho Edie Santoso Universtas PGRI Argopuro Jember
Harmawan Teguh Saputra Universtas PGRI Argopuro Jember

DOI:

https://doi.org/10.31539/y2cm9n21

Keywords:

Media Sosial, Brand Awareness, Storytelling, Pemasaran Digital.

Abstract

Penelitian ini bertujuan untuk menganalisis pemanfaatan media sosial sebagai strategi pemasaran pada bisnis kecil (UMKM) dengan fokus pada pengaruhnya terhadap kesadaran merek, loyalitas pelanggan, dan penjualan, serta mengidentifikasi strategi efektif, peran analitik, dampak storytelling, dan tantangan yang dihadapi pelaku usaha. Menggunakan pendekatan kualitatif dengan metode studi kasus, data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap sepuluh pelaku usaha kecil yang dipilih secara purposive sampling. Analisis tematik mengungkap lima temuan utama: (1) penggunaan media sosial yang konsisten berdampak positif pada peningkatan brand awareness, keterikatan pelanggan, dan penjualan; (2) strategi efektif meliputi storytelling autentik, konten visual berkualitas, konsistensi unggahan, dan interaksi aktif; (3) analitik media sosial mendukung pengambilan keputusan berbasis data; (4) storytelling terbukti meningkatkan persepsi nilai dan konversi penjualan; serta (5) tantangan mencakup keterbatasan anggaran, literasi digital rendah, dan keterbatasan waktu. Penelitian ini menegaskan pentingnya integrasi strategi kreatif, pemanfaatan data, dan penguatan kapasitas digital untuk mengoptimalkan potensi media sosial dalam pemasaran bisnis kecil di era digital.

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