Strategi Social Media Marketing untuk Pengembangan Usaha UMKM Batik Colet di Palembang
DOI:
https://doi.org/10.55606/jekombis.v5i3.6690Keywords:
Batik Colet, Business Development, Medium Enterprises (MSMEs), Micro, Small, Social Media MarketingAbstract
The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize Social Media Marketing as a strategy to enhance competitiveness and support business development. This study aims to analyze the Social Media Marketing strategies implemented by Batik Colet MSMEs, examine their role in business development, and identify the challenges and efforts involved in their implementation. This research employed a qualitative method with a descriptive approach. Data were collected through observation, interviews, and documentation involving the business owner, employees, and customers. The data were analyzed using the Miles and Huberman model, which consists of data reduction, data display, and conclusion drawing. The findings reveal that Batik Colet utilizes Instagram as a promotional platform, WhatsApp as a communication medium with customers, and Shopee as a supporting platform for transactions in implementing Social Media Marketing. The implementation of this strategy has contributed to expanding market reach, facilitating communication with customers, increasing product visibility, and supporting business development, particularly in the marketing aspect. However, the implementation of Social Media Marketing still faces several challenges, including inconsistent social media management, underutilization of social media features, and internet network limitations. Therefore, more consistent social media management, optimal utilization of social media features, and regular evaluation are necessary to maximize the benefits of Social Media Marketing in supporting the business development of Batik Colet MSMEs.
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