ANALISIS MEDIA SOSIAL DAN KONSUMEN PADA UMKM CROFFLE EAT BENGKONG

Dionna Flowerensia; Jessy; Nadiva Surya Permata; Rovina; Fitriana Aidnilla Sinambela; Renza Fahlevi

doi:10.55047/jekombital.v1i2.350

Dionna Flowerensia* Manajemen Studi Program, Fakultas Bisnis dan Manajemen, Universitas Internasional Batam, Indonesia
Jessy Manajemen Studi Program, Fakultas Bisnis dan Manajemen, Universitas Internasional Batam, Indonesia
Nadiva Surya Permata Manajemen, Fakultas Bisnis dan Manajemen, Universitas Internasional Batam, Indonesia
Rovina Manajemen Studi Program, Fakultas Bisnis dan Manajemen, Universitas Internasional Batam, Indonesia
Fitriana Aidnilla Sinambela Manajemen Studi Program, Fakultas Bisnis dan Manajemen, Universitas Internasional Batam, Indonesia
Renza Fahlevi Manajemen Studi Program, Fakultas Bisnis dan Manajemen, Universitas Internasional Batam, Indonesia

DOI: https://doi.org/10.55047/jekombital.v1i2.350

Keywords: Bengkong, Promotion, Croffle Eat, Social Media, Targeting

Abstract

Croffle Eat SME is a snack type business, namely croffle, which is located in Bengkong Laut. This business has been established since 2021, but it seems that there are still many people who don't know the Croffle Eat brand. Therefore, this research was conducted to help partners develop their business through the use of digital marketing such as building brand profiles on social media and advertising to increase consumer interest. As for the things that are done to increase sales turnover at Croffle Eat, namely by implementing the promotion mix strategy. Based on the results of an analysis of the obstacles experienced by partners, it was found that there were obstacles, namely the lack of promotion on social media which caused weak brand awareness in these MSMEs. Therefore, this research was conducted to integrate the implementation of the promotion mix marketing strategy by creating interesting content along with the right consumer targeting and in accordance with the results of a consumer survey to increase partner sales.