Evaluasi Strategi Pemasaran Media Sosial dalam Mewujudkan Sustainable Business UMKM Fashion Kotamobagu - Mokoagow, Sitty S; Talullembang, Rovinus; Makalalag, Magdalena (Empiricism Journal, 2026)
Penelitian ini bertujuan mengevaluasi strategi pemasaran media sosial dalam mewujudkan sustainable business pada UMKM fashion di Kotamobagu. Urgensi penelitian berangkat dari hasil observasi awal yang menunjukkan bahwa pelaku UMKM fashion telah menggunakan Facebook, Instagram, TikTok, dan WhatsApp Business, tetapi masih menghadapi persoalan perencanaan konten, literasi digital, iklan berbayar, analitik, dan keterbatasan sumber daya manusia. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi lapangan. Informan ditentukan secara purposive, terdiri atas tujuh pelaku atau pengelola UMKM fashion, dua pelanggan aktif, dan satu pendamping UMKM lokal. Instrumen penelitian meliputi pedoman wawancara semi-terstruktur, lembar observasi media sosial, dan dokumentasi aktivitas pemasaran digital. Data dianalisis melalui coding terbuka, kategorisasi tematik, penyajian dalam matriks, dan penarikan kesimpulan, dengan validitas melalui triangulasi sumber, triangulasi teknik, member checking, dan audit trail. Hasil penelitian menunjukkan bahwa media sosial berperan dalam meningkatkan visibilitas usaha, memperluas jangkauan pasar, mempercepat interaksi pelanggan, serta membuka peluang transaksi. Namun, kontribusi terhadap sustainable business terutama tampak pada dimensi ekonomi, sosial, dan kapasitas organisasi, sedangkan dimensi lingkungan belum didukung praktik yang kuat. Penelitian menyimpulkan bahwa media sosial menjadi instrumen penting bagi keberlanjutan UMKM fashion Kotamobagu, tetapi perlu diperkuat melalui perencanaan, analitik, inovasi produk, dan pengelolaan berbasis data. Evaluation of Social Media Marketing Strategies in Realizing Sustainable Business for Fashion MSMEs in Kotamobagu Abstract This study aims to evaluate social media marketing strategies in realizing sustainable business among fashion MSMEs in Kotamobagu. The urgency of the study is based on preliminary observations indicating that fashion MSME actors have used Facebook, Instagram, TikTok, and WhatsApp Business, yet still face limitations in content planning, digital literacy, paid advertising, analytics, and human resource capacity. This research employed a descriptive qualitative approach with a field study design. Informants were selected purposively and consisted of seven fashion MSME owners or managers, two active customers, and one local MSME facilitator. The research instruments included semi-structured interview guidelines, social media observation sheets, and documentation of digital marketing activities. Data were analyzed using open coding, thematic categorization, matrix display, and conclusion drawing, while validity was ensured through source triangulation, technique triangulation, member checking, and an audit trail. The findings show that social media improves business visibility, expands market reach, accelerates customer interaction, and creates transaction opportunities. However, its contribution to sustainable business is mainly evident in economic, social, and organizational capability dimensions, while the environmental dimension remains weakly supported by observable practices. The study concludes that social media is an important instrument for the sustainability of fashion MSMEs in Kotamobagu, but it needs to be strengthened through systematic planning, analytics, product innovation, and data-based management.