PEMANFAATAN PEMASARAN MELALUI MEDIA SOSIAL OLEH UMKM DI ERA PANDEMI
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Abstract
The restrictions imposed to prevent the spread of the Corona virus have greatly impacted
various types of businesses, both large-scale businesses and MSMEs and have indirectly
forced business owners to make digital marketing, especially marketing through social
media, one of the business solutions in marketing their business. This study aims to
determine the use of social media as a marketing medium for MSMEs in the midst of
various restrictions due to the Covid-19 pandemic. The method used in this study is a
qualitative descriptive method. The subjects of this study were MSME actors under the
guidance of the Cooperatives and SMEs Service, Bandung Regency, which were selected as
many as 23 MSMEs using purvosive sampling technique. The research data was collected
combining desk analysis and direct observation to MSME actors, interviews with key
respondents from the Bandung Regency Cooperatives and SMEs Service, and digital
marketing practitioners. The results of the study show that MSME actors have made social
media a marketing method in this pandemic era. Marketing using social media is used
because it is able to increase brand awareness, facilitate product feedback and marketing
strategies, build networks with consumers, suppliers and competitors, but in a more
convenient and cost effective manner.
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