(Universitas Bakrie, Indonesia)(2) Prima Mulyasari Agustini
(Universitas Bakrie, Indonesia)*corresponding author
AbstractPenelitian ini menjelaskan tentang penggunaan media sosial untuk mengembangkan pertumbuhan usaha Mikro Kecil dan Menengah (UMKM) di sektor swasta, Tujuan penelitian ini yaitu untuk menganalisis bagaimana media sosial memengaruhi pertumbuhan bisnis. Hal ini dipengaruhi oleh meningkatnya penetrasi media sosial dan internet di Indonesia, serta UMKM di industri pariwisata. Dengan menggunakan pendekatan kualitatif dengan menggunakan sumber data wawancara yaitu mewawancarai pemilik UMKM Mahapena Indonesia, studi ini mengkaji fungsi utama media sosial dalam bisnis, seperti identifikasi pelanggan, komunikasi dua arah, memahami preferensi, meningkatkan keterlibatan, membangun hubungan, membangun reputasi, dan membina komunitas. Hasil penelitian ini menunjukkan bahwa penggunaan media sosial Mahapena Indonesia yang telah dilakukan sejak tahun 2020 telah memberikan dampak positif dan berguna terhadap pengembangan usaha UMKM Mahapena Indonesia. Media sosial merupakan alat komunikasi yang berguna untuk memengaruhi pasar, mendorong interaksi, memahami kebutuhan pelanggan, dan menciptakan komunitas serta dapat membentuk citra dan reputasi yang baik. Penelitian ini melihat pentingnya media sosial bagi pelaku UMKM di era digital dan menyarankan penelitian lebih lanjut untuk mengidentifikasi isu-isu terkait penggunaan media sosial di luar bidang UMKM. KeywordsMahapena Indonesia, Masyarakat, Media Sosial, Pariwisata, dan UMKM
|
DOIhttps://doi.org/10.57235/qistina.v4i2.6920 |
Article metrics10.57235/qistina.v4i2.6920 Abstract views : 0 | PDF views : 0 |
Cite |
Full Text Download
|
References
Abreza, G., O’Reilly, N., & Reid, I. (2013). Relationship marketing and social media in Sport. International Journal of Sport Communication, 6(2), 120–142. https://doi.org/10.1123/ijsc.6.2.120
Achmad, Z. A., Azhari, T. Z., Esfandiar, W. N., Nuryaningrum, N., Syifana, A. F. D., & Cahyaningrum, I. (2020). Pemanfaatan media Sosial Dalam Pemasaran produk UMKM di Kelurahan Sidokumpul, Kabupaten Gresik. Jurnal Ilmu Komunikasi, 10(1), 17–31. https://doi.org/10.15642/jik.2020.10.1.17-31
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social Media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172–180. https://doi.org/10.1016/j.indmarman.2015.09.003
Ahmad, N. S., Musa, R., & Harun, M. H. (2016). The impact of Social Media Content Marketing (SMCM) towards Brand Health. Procedia Economics and Finance, 37, 331–336. https://doi.org/10.1016/s2212-5671(16)30133-2
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social Media in Marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177– 1190. https://doi.org/10.1016/j.tele.2017.05.008
Ballings, M., & Van den Poel, D. (2015). CRM in social media: Predicting increases in Facebook usage frequency. European Journal of Operational Research, 244(1), 248–260. https://doi.org/10.1016/j.ejor.2015.01.001
Bannister, A., Kiefer, J., & Nellums, J. (2013). College students’ perceptions of and behaviors regarding Facebook© advertising: An exploratory study. The Catalyst: A Multidisciplinary Review of Undergraduate Scholarship at The University of Southern Mississippi, 3(1). https://doi.org/10.18785/cat.0301.02
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180–192. https://doi.org/10.1016/j.tourman.2016.06.007
Benetoli, A., Chen, T. F., & Aslani, P. (2015). The use of social media in Pharmacy Practice and Education. Research in Social and Administrative Pharmacy, 11(1), 1–46. https://doi.org/10.1016/j.sapharm.2014.04.002
Bhangu, S., Provost, F., & Caduff, C. (2023). Introduction to qualitative research methods – part I. Perspectives in Clinical Research, 14(1), 39–42. https://doi.org/10.4103/picr.picr_253_22
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898–911. https://doi.org/10.1016/j.tourman.2010.04.007
Chatterjee, P. (2011). Drivers of new product recommending and referral behaviour on social network sites. International Journal of Advertising, 30(1), 77–101. https://doi.org/10.2501/ija-30-1-077-101
Christou, E. (2015). Branding social media in the travel industry. Procedia - Social and Behavioral Sciences, 175, 607–614. https://doi.org/10.1016/j.sbspro.2015.01.1244
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (ewom) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/ija-30-1-047-075
Coulter, K. S., & Roggeveen, A. (2012). “like it or not.” Management Research Review, 35(9), 878–899. https://doi.org/10.1108/01409171211256587
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on Brand Fan Pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research (5th ed.). Sage Publications
Drews, W., & Schemer, C. (2010). Etourism for all? online travel planning of disabled people. Information and Communication Technologies in Tourism 2010, 507–518. https://doi.org/10.1007/978-3-211-99407-8_42
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/intr-01- 2014-0020
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309. https://doi.org/10.1362/146934715x14441363377999
Facebook ad revenue (2017–2027). Oberlo. (4 Desember 2024). https://www.oberlo.com/statistics/facebook-ad-revenue
Filo, K., Lock, D., & Karg, A. (2015). Sport and Social Media Research: A Review. Sport Management Review, 18(2), 166–181. https://doi.org/10.1016/j.smr.2014.11.001
Gamboa, A. M., & Gonçalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on facebook. Business Horizons, 57(6), 709–717. https://doi.org/10.1016/j.bushor.2014.07.003
Gao, Q., & Feng, C. (2016). Branding with social media: User gratifications, usage patterns, and Brand Message Content Strategies. Computers in Human Behavior, 63, 868–890. https://doi.org/10.1016/j.chb.2016.06.022
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on Brand Equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook Brand Community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Hambrick, M. E. (2012). Six Degrees of information: Using social network analysis to explore the spread of information within Sport Social Networks. International Journal of Sport Communication, 5(1), 16–34. https://doi.org/10.1123/ijsc.5.1.16
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with Tourism Brands on Social Media: An abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 819–820. https://doi.org/10.1007/978-3-319- 47331-4_161
Hennig-Thurau, T., Hofacker, C. F., & Bloching, B. (2013). Marketing the pinball way: Understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing, 27(4), 237–241. https://doi.org/10.1016/j.intmar.2013.09.005
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2015). The influence of social media interactions on consumer–brand relationships: A three-country study of Brand Perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
Kemenparekraf RI. (2023). Expert survey: Sektor Pariwisata Dan Ekonomi Kreatif Tumbuh pada 2024. Kementerian Pariwisata dan Ekonomi Kreatif. https://kemenparekraf.go.id/ragam- pariwisata/expert-survey-sektor-pariwisata-dan-ekonomi-kreatif-tumbuh-pada-2024
Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25. https://doi.org/10.1016/j.chb.2014.04.020
Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35–44. https://doi.org/10.1016/j.bushor.2014.08.004
Kvale, S. (2007). Doing interviews. Sage Publications.
Lestarini, A. H. (2025, March 4). UMKM Jadi Sektor Andalan, Ini Strategi Jitu Biar Naik Kelas. https://www.metrotvnews.com. https://www.metrotvnews.com/read/koGCdYO2-umkm- jadi-sektor-andalan-ini-strategi-jitu-biar-naik- kelas#:~:text=UMKM%20berkontribusi%20sebesar%2061%2C07,64%2C2%20juta%20 unit%20usaha.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Sage Publications.
Maddalena, S. (23 April 2025). Digital 2025. We Are Social Indonesia. https://wearesocial.com/id/blog/2025/02/digital-2025/
Mangold, W. G., & Faulds, D. J. (2009). Social Media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Merriam, S. B., & Tisdell, E. J. (2016). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.
Moore, J. N., Hopkins, C. D., & Raymond, M. A. (2013). Utilization of relationship-oriented social media in the selling process: A comparison of consumer (B2C) and industrial (B2B) salespeople. Journal of Internet Commerce, 12(1), 48–75. https://doi.org/10.1080/15332861.2013.763694
Pereira, H. G., de Fátima Salgueiro, M., & Mateus, I. (2014). Say yes to facebook and get your customers involved! relationships in a world of social networks. Business Horizons, 57(6), 695–702. https://doi.org/10.1016/j.bushor.2014.07.001
Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for Building Strong brand relations in Social Media. Sport Management Review, 19(2), 183–197. https://doi.org/10.1016/j.smr.2015.06.001
Priyanka, S. (2013). A study of online advertising on consumer behaviour. International Journal of Engineering and Management Science. 3(4), 461–465.
Sanderson, J., & Hambrick, M. E. (2012). Covering the scandal in 140 characters: A case study of twitter’s role in coverage of the Penn State Saga. International Journal of Sport Communication, 5(3), 384–402. https://doi.org/10.1123/ijsc.5.3.384
Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? evaluating the popularity of social media communications in business versus Consumer Markets. Industrial Marketing Management, 62, 77–87. https://doi.org/10.1016/j.indmarman.2016.07.006
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? Journal of Advertising Research, 51(1), 258–275. https://doi.org/10.2501/jar-51-1-258-275
Tuten, T. L., & Solomon, M. R. (2015). Social Media Marketing. SAGE Publications Ltd.
Wu, C.-W. (2016). The performance impact of social media in the chain store industry. Journal of Business Research, 69(11), 5310–5316. https://doi.org/10.1016/j.jbusres.2016.04.130
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A Review. Tourism Management Perspectives, 10, 27–36. https://doi.org/10.1016/j.tmp.2014.01.001
Zhu, Z., Wang, J., Wang, X., & Wan, X. (2016). Exploring factors of user’s peer-influence behavior in social media on purchase intention: Evidence from QQ. Computers in Human Behavior, 63, 980–987. https://doi.org/10.1016/j.chb.2016.05.037
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Rizal Nino Wicaksono, Prima Mulyasari Agustini
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.