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All Journal Komversal: Jurnal Komunikasi Universal
Budi Harto
Politeknik LP3I, Universitas Pendidikan Indonesia
Environmental Science Social Sciences

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Strategi Social Media Marketing Melalui Dukungan Teknologi Informasi dalam Kajian Kualitatif Pada UMKM Kota Bandung Budi Harto; Panji Pramuditha; Arief Yanto Rukmana; Harnavela Sofyan; Hana Rengganawati; Andina Dwijayanti; Teti Sumarni
KOMVERSAL Vol 5 No 2 (2023): Komversal : Jurnal Komunikasi Universal
Publisher : Program Studi Hubungan Masyarakat Politeknik LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/komversal.v5i2.1499

Abstract

This qualitative study explores the development of a technology-enabled social media marketing strategy for MSMEs (Micro, Small and Medium Enterprises) in Bandung City. Through analyzing how MSMEs in Bandung City utilize social media and technology in their marketing efforts, as well as identifying the benefits gained and challenges faced so far. In this research method, we surveyed a number of MSMEs in Bandung and conducted structured interviews with them. The implementation of social media marketing strategies, their impact on business performance, and the factors that influence the implementation of these strategies are described through qualitative analysis of the collected data. The results of this study show that most MSMEs in Bandung City have adopted social media marketing strategies using various technological tools. The study also identified significant benefits obtained by MSMEs, such as increased online visibility, increased interaction with customers, increased sales, and increased content creativity..
Co-Authors Andina Dwijayanti Arief Yanto Rukmana Hana Rengganawati Harnavela Sofyan Panji Pramuditha Sumarni, Teti