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IMPLEMENTATION OF SOCIAL MEDIA MARKETING BY CULINARY MSMES
Intan Putri
Abstract
Generally, MSMEs are small-scale businesses owned and managed by individuals or small groups. They typically operate locally and produce a range of products and services, from traditional goods to those using modern technology. MSMEs have unique characteristics, such as flexibility, creativity, and an ability to adapt quickly to changing market demands. This research aims to describe how culinary MSME actors, specifically Sekana Lambidaro in 26 Ilir, Palembang, implement social media marketing. In utilizing social media for marketing, many MSMEs choose to combine various platforms, with Instagram as the primary choice. Instagram attracts MSME entrepreneurs due to its strength in showcasing products through appealing visuals. However, despite Instagram's popularity, only a few MSMEs use marketplaces as their marketing platform. Using social media as a marketing tool is not without challenges. Not all MSME entrepreneurs find it easy to adapt to digital technology. Challenges often stem from internal factors (limited knowledge and skills in information technology) and external factors (hesitance among MSME entrepreneurs to use social media).
Keywords
: Social Media Marketing, MSMEs, Product Marketing
References
Drury, Glen. (2008). Social Media: “Should Marketers Engage And How Can It Be Done Effectively’. Journal Of Direct. Data And Digital Marketing Practice. (9). 274-277.
Fauzi, L. M. & A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian ( Survei Online Pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014 / 2015 Fakultas Ilmu Administrasi Universitas Brawijaya Yang Membeli Starbucks. Jurnal Administrasi Bisnis (Jab), 58(1), 190–199.
Gunelius, Susan. (2011). 30-Minute Social Media Marketing. United States: Mcgraw-Hill Companies
Hadiono, Kristophorus dan Rina Candra Noor Santi. 2020. Menyongsong Transformasi Digital. Program Studi Sistem Informasi, Fakultas Teknologi Informasi, Universitas Stikubank. Proceeding Sendiu 2020 Isbn: 978-979-3649-72-6.
Houston, Dian Dinata. 2019. “Adopsi Penerimaan Digital Payment Pada Kalangan Milenial,†Jurnal Medium, vol 7 No. 2 (2019) Fakultas Ilmu Komunikasi Sekolah Tinggi Ilmu Komunikasi LSPR, h. 58
Intan Putri, Ahmad Iman Mulyadi, Sri Dwi Fajarini, & Rizki Eriyansyah. (2023). Transformasi Digital Umkm Kota Palembang. Jurnal Ilmu Komunikasi Balayudha, 3(1), 28–40. Retrieved From Https://Jurnal.Uss.Ac.Id/Index.Php/Jikoba/Article/View/456
Intan Putri, Dendi, Syukerti , N., Ahmad Iman Mulyadi, & Insan Maulana. (2022). Media Sosial Sebagai Media Pergeseran Interaksi Sosial Remaja. Jurnal Ilmu Komunikasi Balayudha, 2(2), 1–10. Https://Doi.Org/10.56869/Jikoba.V2i2.422
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived Social Media Marketing Activities And Consumer-Based Brand Equity : Testing A Moderated Mediation Model. Asia Pacific Journal Of Marketing And Logistics, 33(1), 53–72. Https://Doi.Org/10.1108/Apjml07-2019-0453
Kotler And Keller. (2018). Manajemen Pemasaran, Edisi Ke Dua Belas Jilid 1 (3rd Ed.). Pt. Indeks.
Kotler, Philip, Armstrong, Garrt, (2008). Prinsip-Prinsip Pemasaran Jilid 1, Erlangga, Jakarta.
Kotler, Philip. dkk. 2021. Marketing 4.0 (Bergerak dari Tradisional ke Digital). Jakarta: PT. Gramedia Pustaka Utama.
Mulyadi, A. I., Putri, I., & Puspita, H. (2024). Application Of English Language Learning To Children Based On Digital Media. Journal Of English Education And Teaching, 8(3), 663–677. Https://Doi.Org/10.33369/Jeet.8.3.663-677
Nafisa, L. 2021. Analisis penjualan kuliner secara online melalui aplikasi. LPPM STIE YUDIKA, 25–33.
Novila Mileva, D. (2018). Pengaruh Social Media Marketing Dan Persepsi Kualitas Terhadap Niat Beli Surabaya Snowcake (Studi Pada Masyarakat Surabaya Timur). Jurnal Ilmu Manajemen (Jim), 7(2), 446–452.
Nurohman, Yulfan Arif. Dkk. 2022. Pembayaran Digital Sebagai Solusi Transaksi Di Masa Pandemi Covid 19: Studi Masyrakat Muslim Solo Raya. Among Makarti Vol. 15 No. 2 (Edisi Khusus Dies Natalis Ke-38) – Agustus 2022. Issn : 1979-7400 E-Issn: 2774-5163. Hal 260-275
Pham, P.H. And Gammoh, B,.S. (2015). Cgaracteristics Of Social-Media Marketing Strategy And Customer-Based Brand Equity Outcomes: A Conceptual Model. International Journal Of Internet Marketing And Advertisting. Vol 9. Issye 4. Pp. 321-337.
Putri, I., Mulyadi, A. I., Adli, Dendi, & Nanda Syukerti. (2023). E-Cybernetique: Etika Berinternet Dalam Bersosial Media Bagi Anak-Anak Sekolah Dasar Di Pekon Suka Maju Kecamatan Ngaras Kabupaten Pesisir Barat Provinsi Lampung. Jurnal Pengabdian Untukmu Negeri, 7(1), 108-112. Https://Doi.Org/10.37859/Jpumri.V7i1.4941
Rangkuti, Freddy (2002), Measuring Customer Satisfaction, Jakarta: Gramedia Pustaka Utama.
Saputra, Irfan Prapmayoga. 2019. “Analisis Efektivitas Penggunaan Digital Payment Pada Mahasiswa Institut Informatika Dan Bisnis Darmajaya,†Skripsi, (Fakultas Ekonomi Dan Bisnis Institut Informatika Dan Bisnis Darmajaya Bandar Lampung, 2019), h. 13
Tamburaka, Apriadi. 2012. Agenda Setting Media Massa. Jakarta: PT Raja Grafindo Persada.
Widyayanti, Evi Rosalina. 2022. Analisis Penjualan Produk Kuliner Melalui Online Pada Aplikasi Sophee Platform Sopheefood Di Yogyakarta. Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha Vol.2, No.2, Juni 2022, 394 – 417 ISSN 2808-1617
DOI: https://doi.org/10.24967/jprdc.v2i2.3594
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Intan PutriAbstract
Keywords
References
Drury, Glen. (2008). Social Media: “Should Marketers Engage And How Can It Be Done Effectively’. Journal Of Direct. Data And Digital Marketing Practice. (9). 274-277.
Fauzi, L. M. & A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian ( Survei Online Pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014 / 2015 Fakultas Ilmu Administrasi Universitas Brawijaya Yang Membeli Starbucks. Jurnal Administrasi Bisnis (Jab), 58(1), 190–199.
Gunelius, Susan. (2011). 30-Minute Social Media Marketing. United States: Mcgraw-Hill Companies
Hadiono, Kristophorus dan Rina Candra Noor Santi. 2020. Menyongsong Transformasi Digital. Program Studi Sistem Informasi, Fakultas Teknologi Informasi, Universitas Stikubank. Proceeding Sendiu 2020 Isbn: 978-979-3649-72-6.
Houston, Dian Dinata. 2019. “Adopsi Penerimaan Digital Payment Pada Kalangan Milenial,†Jurnal Medium, vol 7 No. 2 (2019) Fakultas Ilmu Komunikasi Sekolah Tinggi Ilmu Komunikasi LSPR, h. 58
Intan Putri, Ahmad Iman Mulyadi, Sri Dwi Fajarini, & Rizki Eriyansyah. (2023). Transformasi Digital Umkm Kota Palembang. Jurnal Ilmu Komunikasi Balayudha, 3(1), 28–40. Retrieved From Https://Jurnal.Uss.Ac.Id/Index.Php/Jikoba/Article/View/456
Intan Putri, Dendi, Syukerti , N., Ahmad Iman Mulyadi, & Insan Maulana. (2022). Media Sosial Sebagai Media Pergeseran Interaksi Sosial Remaja. Jurnal Ilmu Komunikasi Balayudha, 2(2), 1–10. Https://Doi.Org/10.56869/Jikoba.V2i2.422
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived Social Media Marketing Activities And Consumer-Based Brand Equity : Testing A Moderated Mediation Model. Asia Pacific Journal Of Marketing And Logistics, 33(1), 53–72. Https://Doi.Org/10.1108/Apjml07-2019-0453
Kotler And Keller. (2018). Manajemen Pemasaran, Edisi Ke Dua Belas Jilid 1 (3rd Ed.). Pt. Indeks.
Kotler, Philip, Armstrong, Garrt, (2008). Prinsip-Prinsip Pemasaran Jilid 1, Erlangga, Jakarta.
Kotler, Philip. dkk. 2021. Marketing 4.0 (Bergerak dari Tradisional ke Digital). Jakarta: PT. Gramedia Pustaka Utama.
Mulyadi, A. I., Putri, I., & Puspita, H. (2024). Application Of English Language Learning To Children Based On Digital Media. Journal Of English Education And Teaching, 8(3), 663–677. Https://Doi.Org/10.33369/Jeet.8.3.663-677
Nafisa, L. 2021. Analisis penjualan kuliner secara online melalui aplikasi. LPPM STIE YUDIKA, 25–33.
Novila Mileva, D. (2018). Pengaruh Social Media Marketing Dan Persepsi Kualitas Terhadap Niat Beli Surabaya Snowcake (Studi Pada Masyarakat Surabaya Timur). Jurnal Ilmu Manajemen (Jim), 7(2), 446–452.
Nurohman, Yulfan Arif. Dkk. 2022. Pembayaran Digital Sebagai Solusi Transaksi Di Masa Pandemi Covid 19: Studi Masyrakat Muslim Solo Raya. Among Makarti Vol. 15 No. 2 (Edisi Khusus Dies Natalis Ke-38) – Agustus 2022. Issn : 1979-7400 E-Issn: 2774-5163. Hal 260-275
Pham, P.H. And Gammoh, B,.S. (2015). Cgaracteristics Of Social-Media Marketing Strategy And Customer-Based Brand Equity Outcomes: A Conceptual Model. International Journal Of Internet Marketing And Advertisting. Vol 9. Issye 4. Pp. 321-337.
Putri, I., Mulyadi, A. I., Adli, Dendi, & Nanda Syukerti. (2023). E-Cybernetique: Etika Berinternet Dalam Bersosial Media Bagi Anak-Anak Sekolah Dasar Di Pekon Suka Maju Kecamatan Ngaras Kabupaten Pesisir Barat Provinsi Lampung. Jurnal Pengabdian Untukmu Negeri, 7(1), 108-112. Https://Doi.Org/10.37859/Jpumri.V7i1.4941
Rangkuti, Freddy (2002), Measuring Customer Satisfaction, Jakarta: Gramedia Pustaka Utama.
Saputra, Irfan Prapmayoga. 2019. “Analisis Efektivitas Penggunaan Digital Payment Pada Mahasiswa Institut Informatika Dan Bisnis Darmajaya,†Skripsi, (Fakultas Ekonomi Dan Bisnis Institut Informatika Dan Bisnis Darmajaya Bandar Lampung, 2019), h. 13
Tamburaka, Apriadi. 2012. Agenda Setting Media Massa. Jakarta: PT Raja Grafindo Persada.
Widyayanti, Evi Rosalina. 2022. Analisis Penjualan Produk Kuliner Melalui Online Pada Aplikasi Sophee Platform Sopheefood Di Yogyakarta. Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha Vol.2, No.2, Juni 2022, 394 – 417 ISSN 2808-1617
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