Strategi Pemanfaatan Media Sosial Facebook terhadap Peningkatan Penjualan Gula Aren

Authors

Yusril Universitas Muhammadiyah Sidenreng Rappang
Muh Tamrin Universitas Muhammadiyah Sidenreng Rappang
Inna Mutmainna Cahyani Thahir Universitas Muhammadiyah Sidenreng Rappang

DOI:

Abstract

This study aims to analyze the strategy of utilizing Facebook in palm sugar marketing, identify supporting and inhibiting factors, and evaluate its impact on increasing sales. This research method uses a descriptive qualitative approach, collecting data through observation, in-depth interviews, and documentation. Data analysis using the Miles and Huberman model, including data reduction, data presentation, and drawing conclusions, was conducted using the Nvivo12 application. The results indicate that Facebook has been utilized as a promotional and communication medium, but not optimally. Promotional activities are still limited to simple content with a low posting frequency. Of the three main indicators—content, interaction, and network—the informative and visual content aspects stand out, while interaction and network expansion still need improvement, as indicated by a slow response and limited use of group or marketplace features. The conclusion of this study confirms that the strategy of utilizing social media has the potential to increase palm sugar sales, but requires more optimal content planning, interaction management, and network utilization for maximum results.

Keywords: Palm Sugar, Sales Increase, Social Media Utilization.

References

Diantoro, K., Soderi, A., & Juwari, J. (2024). Pengembangan Strategi Digital Marketing UMKM Di Era Digital. Jurnal Pengabdian Masyarakat Nasional. 4(2). 175–187. https://doi.org/10.22441/pemanas.v4i2.31141

Khairani, N., Adiva, C. T., Hutabarat, R. F. M., & Simorangkir, T. G. (2025). Pengaruh Media Sosial dalam Meningkatkan Penjualan Produk UMKM di Era Digital. Innovative: Journal Of Social Science Research, 5(3), 4583–4591. https://doi.org/10.31004/innovative.v5i3.19279

Nasrullah, R. (2020). Media Sosial: Perspektif Komunikasi, Budaya dan Sosioteknologi. Cetakan IV. Bandung. Simbiosa Rekatama Media

Prasetyo, D. Y., Yunita, F., & Muni, A. (2021). Pemanfaatan Facebook Marketing Untuk Meningkatkan Omset Penjualan UMKM Tembilahan. Selodang Mayang: Jurnal Ilmiah Badan Perencanaan Pembangunan Daerah Kabupaten Indragiri Hilir, 7(2), 103-111. https://doi.org/10.47521/selodangmayang.v7i2.204

Rahmi, E. N., & Al-Amin, M. (2023). Pemanfaatan Sosial Media Facebook Sebagai Media Promosi Bagi UMKM Terhadap Tingkat Minat Beli di Desa Tanjung Pauh Hilir. INNOVATIVE: Journal Of Social Science Research. 3(4). 5318-5328. https://share.google/E6SsStoeGIYedtMDq

Sibarani, C. G. G. T., Nurhayani, U., Mubarok, Al. M., Herliani, R., Batunanggar, S. B., Sialoho, C. R., Nurhanaziah, N. (2026). Peningkatan Daya Saing Gula Semut Desa Teluk Bakung Melalui Integrasi Promosi Digital. Jurnal Altifani: Penelitian dan Pengabdian kepada Masyarakat. 6(1). 181-189. https://share.google/OWMlu2urDvRh1BBbY

Sofa, M., & Nafisa, A. (2024). Optimalisasi Penggunaan Media Sosial Facebook dalam Meningkatkan Pemasaran UMKM Bawang Merah di Desa Ngasem. Kolaborasi: Jurnal Hasil Kegiatan Kolaborasi Pengabdian Masyarakat. 2(3). 01–07. https://doi.org/10.62383/kolaborasi.v2i3.205

Sumarti, D. T., & Riswanto, R. (2025). Strategi Promosi Bisnis Online Melalui Facebook oleh Ibu Rumah Tangga di Desa Tanah Rekah, Kabupaten Mukomuko. Jurnal MADIA (Jurnal Humas Dan Media Kontemporer). 6(2). 231–244. https://doi.org/10.36085/madia.v6i1.8543

Syahrullah, S., Yahya, M., Syarif, A. (2021). Penggunaan Facebook dalam Promosi Produk Barang jadi. Jurnal Pilar: Jurnal Kajian Islam Kontemporer. 12(2). 27-38. https://journal.unismuh.ac.id/index.php/pilar/article/view/6544

Widayati, W., & Augustinah, F. (2019). Pemanfaatan Media Sosial sebagai Sarana Promosi Makanan Ringan Kripik Singkong di Kabupaten Sampang. Dialektika. 4(2). 1-20. https://share.google/DLZlsbMX8TsAFXSUt