Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM

Ricky Noor Permadi

Abstract


Amid the issue of economic uncertainty and the shift in the use of non-renewable natural resources, Micro Small and Medium Enterprises (MSMEs) have become the new flagship of the Indonesian economy. As if not following the flow of technological developments, many the MSME actors do not take advantage of this technology, especially the use of social media. This article aims to describe and analyze the benefits and advantages of marketing through social media. Utilizing social media as the primary platform for marketing MSME products must be done, because social media is a place for marketing products with relatively low costs, even free. The research method used is literature review. Furthermore, this study was conducted with a focus on two analyses. The first is to dig up information about the benefits of using social media to support MSMEs. Second, to find out the role of the government in increasing the use of social media. Therefore, literature review is the right research method chosen to achieve the objectives of this study. The literature analysis process in this research is carried out by collecting data in the form of relevant scientific articles from the google scholar database published between 2015 and 2022. And then, Vosviewer is used to visualize the most important topics in this subject. The data used as analysis material is secondary data collected from various sources (articles published by national and international reputable journals). The results of the study illustrate that there are so many benefits that MSME actors get when they market their products through social media, this also happens in other countries. The role of the Central Government and Regional Government are needed in accelerating MSME actors to be "exposed" and utilize social media in their marketing. The government must also educate the MSME actors, this can be done through training for MSME actors.


Keywords


government role, MSME, social media

Full Text:

PDF

References


Alraja, M. N., Khan, S. F., Khashab, B., & Aldaas, R. (2020). Does Facebook Commerce Enhance SMEs Performance? A Structural Equation Analysis of Omani SMEs. SAGE Open, 10(1). https://doi.org/10.1177/2158244019900186

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1

Arianto, B. (2020). Pengembangan UMKM Digital di Masa Pandemi Covid-19. ATRABIS: Jurnal Administrasi Bisnis, 6(2), 233–247.

Augustinah, F., & Widayati. (2019). Pemanfaatan Media Sosial Sebagai Sarana Promosi Makanan Ringan Kripik Singkong Di Kabupaten Sampang. Jurnal Dialektika, 4(2), 1–20.

Bocconcelli, R., Cioppi, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E., & Splendiani, S. (2018). SMEs and Marketing: A Systematic Literature Review. International Journal of Management Reviews, 20(2), 227–254. https://doi.org/10.1111/ijmr.12128

Cant, M. C. (2016). Using social media to market a promotional event to SMEs: Opportunity or wasted effort? Problems and Perspectives in Management, 14(4), 76–82. https://doi.org/10.21511/ppm.14(4).2016.09

CNN Indonesia. (2021). Indonesia Resmi Terperosok ke Jurang Resesi Ekonomi. Cnnindonesia.Com. https://www.cnnindonesia.com/ekonomi/20201105082733-532-566117/indonesia-resmi-terperosok-ke-jurang-resesi-ekonomi

Dewi, M., Hubeis, M., & Riani, E. (2020). Strategi Pemasaran UMKM Dalam Meningkatkan Daya Saing di Pasar Ritel Modern Carrefour (Kasus PT MadaniFood, Jakarta). MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 15(1), 77–83. https://doi.org/10.29244/mikm.15.1.77-83

Etzkowitz, H. (2003). Innovation in innovation: The Triple Helix of university-industry-government relations. Social Science Information, 42(3), 293–337. https://doi.org/10.1177/05390184030423002

Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 61–76. https://doi.org/10.26533/jmd.v1i2.175

Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 101776. https://doi.org/10.1016/j.ibusrev.2020.101776

Harun, Z., & Tajudeen, F. P. (2020). Instagram as a Marketing Tool for Small and Medium Enterprises. International Journal of Technology Diffusion, 11(3), 48–59. https://doi.org/10.4018/ijtd.2020070103

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460

Huey Sook, L., & Yazdanifard Rashad, D. (2015). How Instagram Can Be Used as a Tool in Social Network Marketing Center for Southern New Hampshire University ( SNHU ) Programs HELP College of Art and Technology Center for Southern New Hampshire University ( SNHU ). Program HELP College of Art and Technology, September 2014, 1–7. https://www.researchgate.net/publication/265377226%0AHow

Hurriyaturrohman. (2020). Penggunaan Instagram Sebagai Media Pembelajaran. Prosiding Seminar Nasional PBSI-III Tahun 2020, 81–86.

Khan, M. L., & Boehmer, J. (2018). Small Business Use of Facebook for Marketing: The Case of a Family Owned Mediterranean Restaurant. SSRN Electronic Journal, October. https://doi.org/10.2139/ssrn.2579508

Khouroh, U., Sri Ratnaningsih, C., & Rahayudi, B. (2021). Inovasi dan Daya Saing UMKM di Era New Normal: dari Triple Helix Model ke Quadruple Helix Model. Jurnal Manajemen Dan Kewirausahaan, 9(2), 152–162. https://doi.org/10.26905/jmdk.v9i2.6718

Kompas.com. (2021). Dari 64,2 Juta UMKM di Indonesia, Baru 13 Persen yang Telah Lakukan Digitalisasi. Https://Money.Kompas.Com/. https://money.kompas.com/read/2021/04/19/173000326/dari-64-2-juta-umkm-di-indonesia-baru-13-persen-yang-telah-lakukan

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital.

LIPI. (2020). Survei Kinerja UMKM di Masa Pandemi COVID19 | Lembaga Ilmu Pengetahuan Indonesia. Lembaga Ilmu Pengetahuan Indonesia (LIPI). http://lipi.go.id/berita/survei-kinerja-umkm-di-masa-pandemi-covid19/22071

Madleňák, R., Madleňáková, L., Švadlenka, L., & Salava, D. (2015). Analysis of Website Traffic Dependence on Use of Selected Internet Marketing Tools. Procedia Economics and Finance, 23(October), 123–128. https://doi.org/10.1016/s2212-5671(15)00355-x

Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425. https://doi.org/10.1016/j.techsoc.2020.101425

Murniati, D. E. (2009). Peran Perguruan Tinggi dalam Triple Helix sebagai Upaya Pengembangan Industri Kreatif. Seminar Nasional “Peran Pendidikan Kejuruan Dalam Pengembangan Industri Kreatif,” November, 1–6.

NAIMAH, R. J., WARDHANA, M. W., HARYANTO, R., & PEBRIANTO, A. (2020). Penerapan Digital marketing Sebagai Strategi Pemasaran UMKM. Jurnal IMPACT: Implementation and Action, 2(2), 39. https://doi.org/10.31961/impact.v2i2.844

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285–293. https://doi.org/10.1016/j.bushor.2020.12.004

Opresnik, M. O. (2019). Digital marketing research – How to effectively utilize online research methods. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 11579 LNCS. Springer International Publishing. https://doi.org/10.1007/978-3-030-21905-5_34

Polańska, K. (2016). Utilizing Social Media in Modern Business. Encyclopedia of E-Commerce Development, Implementation, and Management, February, 2171–2182. https://doi.org/10.4018/978-1-4666-9787-4.ch156

Purnomo, F. (2019). Program Ladit (Lapak Digital) : Optimalisasi Media Digital sebagai Wadah dalam Pengembangan Umkm di Madura. Jurnal Studi Manajemen Dan Bisnis, 6(2), 89–95. https://doi.org/10.21107/jsmb.v6i2.6687

Putra, T. G. (2015). Peran Pemerintah Daerah Dan Partisipasi Pelaku Usaha Dalam Pengembangan UMKM Manik-Manik Kaca di Kabupaten Jombang. Jurnal Kebijakan Dan Manajemen Publik, 3(April), 1–10.

Ramadan, A., & Fatchiya, A. (2021). Efektivitas Instagram Sebagai Media Promosi Produk “Rendang Uninam.” Jurnal Sains Komunikasi Dan Pengembangan Masyarakat [JSKPM], 5(1), 64–84. https://doi.org/10.29244/jskpm.v5i1.796

Rugova, B., & Prenaj, B. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16–28. https://doi.org/10.17010/ijom/2017/v47/i3/111420

Siahaan, A. M., Siahaan, R., & Siahaan, Y. E. (2020). FAKTOR PENDUKUNG DAN PENGHAMBAT KINERJA UMKM DALAM MENINGKATKAN DAYA SAING. Jurnal Stindo Profesional, VI, 3–7.

Singgih, M. N. (2007). Strategi Penguatan Usaha Mikro Kecil Menengah (UMKM) Sebagai Refleksi Pembelajaran Krisis Ekonomi Indonesia. Ekonomi Modernisasi, 3(3), 218–227. http://e-journal.ukanjuruhan.ac.id

Situmorang, S. H., Mulyono, H., & Berampu, L. T. (2018). Peran dan Manfaat Sosial Media Marketing bagi Usaha Kecil. AJEFB - Asian Journal of Entrepreneurship and Family Business, 1(2), 77–84.

Srinivasan, R., Bajaj, R., & Bhanot, S. (2016). Impact of Social Media Marketing Strategies used by Micro Small and Medium Enterprises (MSMEs) on Customer acquisition and retention. IOSR Journal of Business and Management, 18(1), 91–101. https://doi.org/10.9790/487X-181391101

Stokes, D., & Lomax, W. (2002). Taking control of word of mouth marketing: The case of an entrepreneurial hotelier. Journal of Small Business and Enterprise Development, 9(4), 349–357. https://doi.org/10.1108/14626000210450531

Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073

Watie, E. D. S. (2016). Komunikasi dan Media Sosial (Communications and Social Media). Jurnal The Messenger, 3(2), 69. https://doi.org/10.26623/themessenger.v3i2.270




DOI: http://dx.doi.org/10.36080/ag.v10i1.1695

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Avant Garde

Creative Commons License
This work is licensed under a
Creative Commons Attribution-ShareAlike 4.0 International License. Visit to our university official website: www.budiluhur.ac.id