Strategi Pemasaran Melalui Media Sosial dalam Meningkatkan Visibilitas dan Daya Saing Usaha Mikro, Kecil, dan Menengah
DOI:
https://doi.org/10.36312/a54yyg62Keywords:
Strategi Pemasaran, Media Sosial, Visibilitas, Daya SaingAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran melalui media sosial terhadap peningkatan visibilitas dan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Medan. Perkembangan teknologi digital menuntut pelaku UMKM untuk beradaptasi melalui pemanfaatan media sosial sebagai sarana promosi dan interaksi dengan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif-verifikatif dengan melibatkan 100 responden pelaku UMKM yang telah aktif menggunakan media sosial minimal enam bulan. Data dikumpulkan melalui kuesioner tertutup berskala Likert dan dianalisis menggunakan regresi linier berganda melalui perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa strategi pemasaran media sosial berpengaruh signifikan terhadap visibilitas dan daya saing UMKM dengan nilai R² sebesar 0,684. Variabel interaksi pelanggan memberikan pengaruh paling dominan, diikuti oleh kualitas konten dan pemanfaatan fitur platform. Temuan ini menegaskan bahwa keberhasilan pemasaran digital ditentukan oleh hubungan interaktif yang kuat dan konsistensi pengelolaan konten bermakna. Penelitian ini menyimpulkan bahwa media sosial tidak hanya berfungsi sebagai sarana promosi, tetapi juga sebagai strategi bisnis yang mampu memperkuat citra merek dan meningkatkan keunggulan kompetitif. Diperlukan peningkatan literasi digital dan pendampingan berkelanjutan agar UMKM dapat memanfaatkan media sosial secara strategis dan berkelanjutan.
Marketing Strategies Through Social Media to Increase the Visibility and Competitiveness of Micro, Small, and Medium Enterprises
Abstract
This study aims to analyze the influence of social media marketing strategies on improving the visibility and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Medan City. The rapid advancement of digital technology requires MSMEs to adapt by utilizing social media as a tool for promotion and customer engagement. This research employs a quantitative descriptive–verificative approach, involving 100 MSME respondents who have actively used social media for at least six months. Data were collected through a structured Likert-scale questionnaire and analyzed using multiple linear regression with SPSS software. The findings indicate that social media marketing strategies have a significant positive effect on MSMEs’ visibility and competitiveness, with an R² value of 0.684. Among the observed variables, customer interaction exerts the most dominant influence, followed by content quality and platform feature utilization. These results emphasize that the success of digital marketing depends largely on meaningful two-way communication and consistent, high-quality content management. The study concludes that social media functions not merely as a promotional medium but as a strategic instrument for strengthening brand image and enhancing competitive advantage. Continuous efforts to improve digital literacy and strategic capacity building are essential for MSMEs to fully leverage social media for sustainable business growth.
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