PERAN MEDIA SOSIAL DALAM MENGEMBANGKAN USAHA MIKRO DI MASA PANDEMI COVID19

Septin Hayuwati

Abstract

Abstrak

Penggunaan media sosial untuk mengembangkan usaha mikro terutama di bidang makanan bukanlah hal yang baru. Meskipun demikian banyak yang ragu untuk memanfaatkannya. Salah satu alasan adalah banyak pelaku usaha mikro yang sudah menggunakan media sosial, tetapi tidak juga mengalami kemajuan dalam usahanya. Tujuan penelitian ini adalah untuk mengetahui bagaimana peran media sosial dalam mengembangkan usaha mikro, khususnya di bidang makanan. Menggunakan metode kualitatif dengan pendekatan fenomenologi, penelitian ini mengambil lima reponden dari mereka yang sukses mengembangkan usaha mikro di bidang makanan dengan memanfaatkan media sosial. Berbeda dengan penelitian - penelitian sebelumnya, penelitian ini berfokus pada pemakaian media sosial dalam mengembangkan usaha mikro di bidang makanan. Hal ini menarik dikaji melihat meningkatnya pemanfaatan media sosial dalam bisnis dimasa pandemic covid19.

Hasil penelitian menunjukkan penggunaan media sosial diyakini sangat membantu pengembangan pemasaran. Untuk dapat mengoptimalkan pemakaian media sosial dalam mengembangkan usaha, harus memahami karakteristik media sosial yang digunakan. Dalam jangka panjang, dukungan pada produk dan layanan yang baik adalah kunci dalam pengembangan usaha mikro. Hasil penelitian ini bisa digunakan semua pihak yang berkepentingan untuk mengembangkan usaha mikro khususnya di bidang makanan. Selain itu penelitian ini masih bisa dilanjutkan untuk mendapatkan hasil yang lebih sempurna sebagai salah satu teori mengembangkan usaha mikro.

Kata kunci : media sosial, usaha mikro, pengembangan usaha, bisnis makanan

 

Abstract

The use of social media to develop micro-businesses, especially in the field of food, is not new. However, many are hesitant to use it. One reason is that many micro-businesses are already using social media, but are not progressing in their business. The purpose of this study is to find out how social media plays in developing micro-businesses, particularly in the field of food. Using qualitative methods with a phenomenological approach, the study took five respondents from those who successfully developed micro-businesses in the food field by utilizing social media. Unlike previous studies, this study focused on the use of social media in developing micro-businesses in the field of food. This is interesting to see the increasing use of social media in business during the covid19 pandemic.

The results show the use of social media is believed to be very helpful for marketing development. To be able to optimize the use of social media in developing a business, must understand the characteristics of social media used. In the long run, support for good products and services is key in micro-business development. The results of this study can be used by all interested parties to develop micro-businesses, especially in the field of food. In addition, this research can still be continued to get more perfect results as one of the theories of developing micro-businesses.

Keywords: social media, micro business, business development, food business

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