Social Media Marketing Strategy For Cassava Chips MSMEs
-
Prisika Tamara
*
Politeknik Cendana,
Indonesia
- Nur Afifa Politeknik Cendana, Medan, Indonesia
- Desy Sabfitri Politeknik Cendana, Medan, Indonesia
- Agung Putra Famahao Gulo Politeknik Cendana, Medan, Indonesia
- Fahmi Sulaiman Politeknik Cendana, Medan, Indonesia
- Tasik Utama Politeknik Cendana, Medan, Indonesia
Abstract
This study aims to analyze and formulate an effective social media marketing strategy to increase sales at the Javitri Cassava Chips Micro, Small, and Medium Enterprises (MSMEs) located in Percut Sei Tuan District, Deli Serdang Regency. The background of this study is the low sales of Javitri's MSMEs due to the suboptimal use of information technology, especially social media, as a promotional and marketing tool. In fact, in the current digital era, social media such as Instagram and Facebook have an important role in expanding market reach and establishing interactive communication with consumers. This study used 4 informants, consisting of 1 owner of Javitri Cassava Chips MSMEs as the main subject and 3 other MSME owners, namely, Rencong Kupi, Pink Chiling, and Dimsum Mentai 29 as comparisons who have actively used Instagram. This study used a qualitative approach with data collection techniques in the form of in-depth interviews, direct observation, and documentation studies. The results of the study indicate that Javitri's MSMEs do not yet have official social media accounts to market their products and do not yet understand digital marketing strategies. The researchers propose the creation of two official accounts, @javitri.keripik, on Instagram and Facebook. Furthermore, the results of this study can serve as a reference for further research on digital marketing strategies for MSMEs in the snack food industry. Ongoing training and mentoring are needed to enable MSMEs to implement these strategies independently and optimally.
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Copyright (c) 2026 Prisika Tamara, Nur Afifa, Desy Sabfitri, Agung Putra Famahao Gulo, Fahmi Sulaiman, Tasik Utama
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