OPTIMALISASI MEDIA SOSIAL DALAM MENINGKATKAN BRANDING UMKM EYO SEBAGAI STRATEGI DIGITAL MARKETING
Abstract
Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis optimalisasi media sosial dalam memperkuat branding UMKM EYO sebagai bagian dari strategi pemasaran digital. Metode yang digunakan adalah pendekatan kualitatif deskriptif, dengan pengumpulan data melalui wawancara, observasi, dan analisis konten dari akun Instagram @eyo.craft. Hasil penelitian menunjukkan bahwa tingkat keterlibatan yang rendah dan fluktuatif menjadi tantangan utama dalam strategi branding EYO. Analisis terhadap konten yang dipublikasikan menunjukkan bahwa variasi jenis konten, seperti format carousel, memiliki pengaruh signifikan terhadap tingkat interaksi pengguna. Selain itu, penjadwalan posting yang tepat dan relevansi konten dengan momen spesial juga terbukti meningkatkan keterlibatan audiens. Dengan menerapkan strategi konten yang berkualitas dan relevan, UMKM EYO dapat membangun hubungan yang lebih kuat dengan pelanggan, meningkatkan loyalitas, dan mendorong keputusan pembelian. Penelitian ini memberikan rekomendasi bagi UMKM lain dalam memaksimalkan penggunaan media sosial untuk branding yang lebih efektif di era digital saat ini.
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Zahara, Z., et al. (2021). The Effect of E-Service Quality, Consumer Trust and Social Media Marketing on Intention to Use Online Transportation Services. International Journal of Data and Network Science, 5(3), 471–478.
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Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Adam, R. P., Suardi, & Lahay, M. (2023). Pricing Strategy and Marketing Distribution Channels on Customer Satisfaction and Purchasing Decision for Green Products. Uncertain Supply Chain Management, 11(4), 1467–1476.
Adithia, B., et al. (2024). Social Media Engagement: A Comparative Study of E-Wallets in Indonesia. International Journal of Asian Business and Management (IJABM), 3(3), 223–236.
Akhmad, S. P., & Sarah, I. S. (2020). Peran Konten Post Instagram Terhadap Keterlibatan Pelanggan Secara Daring Pada Industri Kosmetik Indonesia. Seminar Nasional Terapan Riset Inovatif (SENTRINOV) Ke-6 ISAS Publishing Series: Engineering and Science, 6(1), 412–419.
Amalia, T. R. (2022). Analisis Perbedaan Tingkat Online Engagement Antara Tipe Dan Waktu Post Pada Akun Instagram Klien Kenalkan.Co Di Samarinda. Jurnal Administrasi Bisnis Fisipol Unmul, 10(1), 12–19.
Ansari, S., et al. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administrative Insight, 2(2), 5–10.
Antonakopoulou, S., & Veglis, A. (2022). Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation. Journalism and Media, 3(1), 66–80.
Appel, G., et al. (2020). The Future of Social Media in Marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
Bachri, S., et al. (2023). The Digital Marketing to Influence Customer Satisfaction Mediated by Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592.
Bahcecik, Y. S., Akay, S. S., & Akdemir, A. (2019). A Review of Digital Brand Positioning Strategies of Internet Entrepreneurship in the Context of Virtual Organizations: Facebook, Instagram and Youtube Samples. Procedia Computer Science, 158, 513–522.
Bayer, J. B., Triệu, P., & Ellison, N. B. (2020). Social Media Elements, Ecologies, and Effects. Annual Review of Psychology, 711(1), 471–497.
Budiman, S. (2021). The Effect of Social Media on Brand Image and Brand Loyalty in Generation Y. Journal of Asian Finance, Economics and Business, 8(3), 1339–1347.
Castillo-abdul, B., Pérez-escoda, A., & Núñez-barriopedro, E. (2022). Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram. Media and Communication, 10(1), 185–197.
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5 th ed). Routledge.
Charli, O. C., & Js, S. (2024). Strategi Pemasaran Digital untuk Mengembangkan UMKM Tempe Azaki Padang. Jurnal Pengabdian Masyarakat Bangsa, 2(5), 1538–1542.
Christina Newberry. (2024, September). Engagement Rate Calculator + Benchmarks for Q3 2024. Hootsuite.
Czakon, W., et al. (2024). Who Are We? Analyzing the Digital Identities of Organizations through the Lens of Micro-Interactions on Social Media. Technological Forecasting and Social Change, 198, 123012.
Fadjar, A., Hartini, S., & Astuti, S. W. (2022). Instagram Usage Behavior: Does It Aim to Look More Attractive? Quality - Access to Success, 23(190), 226–232.
Ferdinand, A. T., & Wahyuningsih, W. (2018). Salespeople’s Innovativeness: A Driver of Sales Performance. Management and Marketing, 13(2), 966–984.
Fernandez, M., Elizabeth Cano, A., & Alani, H. (2015). Policing engagement via social media. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 8852, 18–26.
Gerring, J. (2024). Qualitative Methods. Annual Review of Political Science, 20(1), 15–36.
Gielens, K., & Steenkamp, J. B. E. M. (2019). Branding in the Era of Digital (Dis)Intermediation. International Journal of Research in Marketing, 36(3), 367–384.
Gutiérrez, M. M., et al. (2024). Development of A Brand Value Measurement Model with A Corporate Social Responsibility Perspective. A comparative Analysis of Consumer Perception of Energy Providers in Spain and Colombia. Environmental Challenges, 17, 101032.
Harst, J. P. van der, & Angelopoulos, S. (2024). Less is more: Engagement with the Content of Social Media Influencers. Journal of Business Research, 181, 114746.
Hruska, J., & Maresova, P. (2020). Use of Social Media Platforms Among Adults in the United States—Behavior on Social Media. Societies, 10(1), 27.
Inflact.com. Profile Analyzer. https://Inflact.Com. Retrieved November 27, 2024, from https://inflact.com/tools/profile-analyzer/?profile=eyo.craft.
Irwanda, A. A., et al. (2024). Analisis Engagement Rate pada Instagram Universitas Lancang Kuning. ZONAsi: Jurnal Sistem Informasi, 6(2), 390–399.
Karapetyan, Y. (2022). The Effectiveness of Instagram Reels as A Modern Internet Marketing Tools. Quarterly Academic Journal Economy & Management, (3), 100–105.
Kim, Y. K., & Sullivan, P. (2019). Emotional Branding Speaks to Consumers’ Heart: The Case of Fashion Brands. Fashion and Textiles, 6(1), 1–16.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Bergerak Dari Tradisional ke Digital. Gramedia Pustaka Utama.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education Limited.
Kull, A. J., & Heath, T. B. (2016). You Decide, We Donate: Strengthening Consumer-Brand Relationships Through Digitally Co-Created Social Responsibility. International Journal of Research in Marketing, 33(1), 78–92.
Lutfi, M., et al (2020). The Impact of Social Distancing Policy on Small and Medium-Sized Enterprises (SMEs) in Indonesia. Problems and Perspectives in Management, 18(3), 492–503.
Manic, M. (2024). Short-Form Video Content and Consumer Engagement in Digital Landscapes. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 45–52.
Muzakir, M., et al. (2021). The Analysis of Forming Dimensions of E-Service Quality for Online Travel Services. International Journal of Data and Network Science, 5(3), 239–244.
Onofrei, G., Filieri, R., & Kennedy, L. (2021). Social Media Interactions, Purchase Intention, and Behavioural Engagement: The Mediating Role of Source and Content Factors. Journal of Business Research, 142, 110–112.
Putranto, H. A., et al. (2022). Measurement of Engagement Rate on Instagram for Business Marketing (Case Study: MSME of Dowry in Jember). In 2022 International Conference on Electrical and Information Technology (IEIT), 317–321. IEEE.
Rahyadi, I., et al. (2023). Instagram Feeds for Commercial Purpose Based on the Carousel Posts from Indonesian Marketplace Accounts. In 2023 International Conference on Cyber Management and Engineering (CyMaEn), 458–462.
Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand destination loyalty: the antecedents of destination brand experience. Cogent Business and Management, 11(1), 2320992.
Rombe, E., et al. (2021). Exploring E-mobile banking implementation barriers on indonesian millennial generation consumers. International Journal of Data and Network Science, 5(4), 579–586.
Santi, I. N., & Fadjar, A. (2020). The Function of Social Media as a Promotion Tool for Tourism Destinations. In 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019), 135, 130–132. Atlantis Press.
Santi, I. N., Sutomo, M., & Zahara, Z. (2020). The Role of Experiential Marketing on Customer Loyalty with Customer Satisfaction as a Moderating Variable in Bora Hot Spring Sigi, Central Sulawesi, Indonesia. In International Conference on Community Development (ICCD 2020), 356–359. Atlantis Press.
Sya’idah, E. H., & Jauhari, T. (2022). Pengaruh Content Marketing terhadap Customer Engagement pada TESTOEFL. ID. Jurnal Ecoment Global, 7(2).
Tarifi, N. I. A. D., & Bakhsh, R. A. (2024). The Effectiveness of Personalized Marketing Strategies on Consumer Engagement and Loyalty (Evidence from KSA). International Journal of Research and Studies Publishing, 5(56), 283–302.
Trifiro, B., Clarke, M., Huang, S., Mills, B., Ye, Y., Zhang, S., Zhou, M., & Su, C. C. (2022). Media moments: How Media Events and Business Incentives Drive Twitter Engagement within the Small Business Community. Social Network Analysis and Mining, 12(1), 174.
Vincent, B. D. (2022). Social Media Integration into Contemporary Human Resource Management: A Qualitative Approach. International Journal of Research and Scientific Innovation (IJRSI), 9(4), 69–72.
Wahyuni, S., Onodera, K., & Wahyuningsih. (2019). Collaboration for Innovation: An Evidence from Tokyo. South Asian Journal of Business and Management Cases, 8(2), 182–194.
Wahyuningsih, et al. (2022). An Examination of Customer Satisfaction toward Online Food Shopping During Covid-19 Pandemic. Journal of Applied Management (JAM), 20(2), 231–241.
Wahyuningsih, et al. (2022). A comparative Study of Generations X, Y, Z in Food Purchasing Behavior: The Relationships Among Customer Value, Satisfaction, and EWOM. Cogent Business and Management, 9(1), 2105585.
Wahyuningsih, W., et al. (2022). The Drivers of Repurchase Intention During the Corona Pandemic: An Examination of Gender Difference. Asean Marketing Journal, 14(1), 1.
Walewangko, J. A., Mandagi, D. W., & Indrajit, I. (2024). Turning Shoppers into Buyers: How Brand Gestalt Drives Purchase Intention. Studi Ilmu Manajemen Dan Organisasi, 5(1), 77–90.
Waruwu, M. (2023). Pendekatan Penelitian Pendidikan: Metode Penelitian Kualitatif, Metode Penelitian Kuantitatif dan Metode Penelitian Kombinasi (Mixed Method). Jurnal Pendidikan Tambusai, 71, 2896–2910.
Zahara, Z., et al. (2023). Entrepreneurial Marketing and Marketing Performance Through Digital Marketing Capabilities of SMEs in Post-Pandemic Recovery. Cogent Business and Management, 10(2), 2204592.
Zahara, Z., Muslimin, M., & Buntuang, P. C. D. (2022). The Impact of Marketing Innovations and Business Plans on Business Sustainability During the COVID-19 Pandemic. Innovative Marketing, 18(3), 121–135.
Zahara, Z., et al. (2021). The Effect of E-Service Quality, Consumer Trust and Social Media Marketing on Intention to Use Online Transportation Services. International Journal of Data and Network Science, 5(3), 471–478.
Zahra, F., et al. (2021). The Role of E-Purchasing in Government Procurement Fraud Reduction Through Expanding Market Access. International Journal of Data and Network Science, 6(1), 179–184.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-02-25
How to Cite
Sabir, A. A. A., Sutomo, M., Zahara, Z., & Wanti, S. (2025). OPTIMALISASI MEDIA SOSIAL DALAM MENINGKATKAN BRANDING UMKM EYO SEBAGAI STRATEGI DIGITAL MARKETING. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1057-1069. https://doi.org/10.31955/mea.v9i1.5022
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