Pandemi Tak Berarti Surut Rejeki: Studi Kasus Social Media Marketing Strategies Pada Usaha Mikro Berbasis Rumah Pawon Bu Puspa

Authors

  • Anggraeni Wulandari Perwakilan BKKBN DIY

DOI:

https://doi.org/10.12928/jfc.v3i2.3902

Keywords:

bisnis kuliner, pandemi Covid-19, strategi pemasaran media sosial, usaha mikro berbasis rumah

Abstract

Sebagai langkah bertahan hidup, beberapa usaha mikro tumbuh di tengah masyarakat. Meskipun demikian, usaha yang tumbuh di tengah pandemi ini, tidak semua mampu berkembang dengan baik. Penelitian ini bertujuan mengetahui langkah penggunaan media sosial sebagai strategi pemasaran usaha mikro berbasis rumah yaitu Pawon Bu Puspa, guna menjawab keresahan penggiat usaha mikro dalam melakukan strategi pemasaran saat pandemi. Penelitian ini adalah kualitatif dengan pendekatan studi kasus. Pengumpulan data menggunakan pengamatan daring dan wawancara secara daring. Teknik pemilihan sampel menggunakan purposive sampling kepada narasumber terpilih, tentang pemanfaatan media sosial dalam pemasaran Usaha Mikro Pawon Bu Puspa pada saat pandemi di Kota Surakarta. Hasil penelitian menemukan bahwa pemanfaatan media sosial dalam pemasaran, sangat aman dan efektif di tengah situasi pandemi. Aman karena pembeli dan penjual berinteraksi lewat media sosial dan efektif karena omset Pawon Bu Puspa cenderung stabil dari awal pandemi hingga kini. Media sosial yang digunakan dalam pemasaran diantaranya adalah WhatsApp dan Instagram. Konten yang ditayangkan adalah produk dan pengetahuan seputar produk yang dipasarkan, baik manfaat maupun testimoni dari pelanggan. Selain aktif di akun Instagram Pawon Bu Puspa, pemasaran juga aktif pada akun Instagram pribadinya dan nomor WhatsApp admin Pawon Bu Puspa. Hasil penelitian dapat menjadi rujukan keberhasilan penggunaan media sosial dalam strategi pemasaran usaha mikro di tengah kondisi pandemi.

Author Biography

Anggraeni Wulandari, Perwakilan BKKBN DIY

Perwakilan BKKBN DIY

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Published

2020-12-25

Issue

Vol. 3 No. 2 [Desember 2020]

Section

Articles

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