PEMANFAATAN MEDIA SOSIAL SEBAGAI MEDIA PEMASARAN DIGITAL BAGI PELAKU UMKM (STUDI PADA PELAKU UMKM DI PUSAT KOTA MADIUN)

Bimantara Yoga Kharisma, NIM 201910040311207, Research Title:
Utilization of Social Media as a Digital Marketing Media For MSMEs (Case
Study of MSMEs in Madiun City Center), 73 pages, Supervisor: Widiya Yutanti,
S.Sos, M.A
This study discusses the utilization of social media as a digital marketing
media for MSMEs. Micro, Small, and Medium Enterprises (MSMEs) are business
entities run by individuals, households, and small and medium businesses. The
development of technology and increasingly widespread internet access have
created new opportunities for MSMEs to market their products and services. One
of the main reasons for low awareness is the lack of understanding of digital
marketing strategies and social media, lack of knowledge on how to optimize the
use of social media as a marketing communication tool. In accordance with the
problems raised in the study, the purpose of this study is to determine the
utilization of social media as a digital marketing media for MSMEs in Pahlawan
Street Center (PSC) Madiun City in. Marketing Communication is a means used
by companies in an effort to inform, persuade and increase consumers directly or
indirectly about the products and brands they sell. Social media is one of the cost�effective digital marketing methods that can be used to increase the popularity of
your business brand. Digital marketing is a platform used by business actors to
promote the products or services they offer. This study uses a qualitative
approach using a descriptive approach. The type of research is a qualitative
descriptive approach. The subjects of the study were MSME actors. The location
of this research is in the central urban area of Madiun which is located at Jalan
Pahlawan, Madiun City, East Java. Data collection techniques use interviews.
Data analysis techniques use data reduction, data presentation, data verification.
Data validity techniques are confirmability. The results of this study and
discussion present the results of observations, interview results, researcher
findings and research discussions, namely qualitative research on the
understanding and awareness of MSME actors. The conclusion of this study is
due to internal factors such as low human resources to manage digital marketing.