PERAN SOSIAL MEDIA INSTAGRAM SEBAGAI MEDIA KOMUNIKASI BISNIS DALAM PENINGKATAN PENJUALAN UMKM VOI CHURROS DI KOTA PEMATANGSIANTAR
DOI:
https://doi.org/10.51903/manajemen.v4i2.840Keywords:
Instagram, business communication, digital marketing, MSME, VOI Churros, social media, sales improvement, marketing strategy, customer engagementAbstract
This study aims to analyze the role of Instagram as a business communication medium in increasing the sales of VOI Churros, an MSME in Pematangsiantar City. The findings reveal that VOI Churros effectively utilizes Instagram features such as feeds, Reels, Stories, Highlights, collaborations with micro-influencers, and Instagram Insights. These strategies enhance brand visibility, expand audience reach, and foster strong customer interactions. Engaging visual content and creative promotions successfully attract consumer interest, while analytical tools optimize marketing campaigns. The use of Instagram has proven to positively impact sales, with up to a 20% increase in certain promotional campaigns. Moreover, seamless communication with customers through this platform builds loyalty and expands the market reach, even beyond Pematangsiantar. The effectiveness of this strategy is not solely determined by the platform itself but also supported by the quality of products and services provided. This study concludes that Instagram is an efficient marketing tool for VOI Churros to reach a wider market, improve customer engagement, and significantly drive sales growth. Consistent and well-planned strategies are crucial to maintaining this success in the future.
References
Saputra, F. B., Syalsabila, A., Fadhillah, Y., & Firmansyah, R. (2023). Peran Sosial Media Instagram Sebagai Media Komunikasi Bisnis Dalam Peningkatan Penjualan Perusahaan Mangkok Manis. Jurnal Kajian dan Penelitian Umum, 1(3), 66-77.
Arvanitha, S. (2019). Peranan Akun Instagram Sebagai Media Promosi dalam Peningkatan Penjualan Usaha Kuliner di Kompleks Puri Taman Sari Kecamatan Manggala Kota Makassar (Studi Kasus Usaha yang Terdaftar pada Go Food). Universitas Muhammadiyah Makassar.
Undang-Undang Nomor 20, 2008, ketentuan umum Usaha Mikro, Kecil, dan Menengah (UMKM)
Anang Sugeng Cahyono, 2016. ‘Pengaruh Media Sosial Terhadap Perubahan Sosial Masyarakat di Indonesia’. Jurnal Unita. Vol 9. No 1.
Feroza, C. S. B., & Misnawati, D. (2020). Penggunaan media sosial instagram pada akun@ yhoophii_official sebagai media komunikasi dengan pelanggan. Jurnal Inovasi, 14(1), 32-41.
Adin, Z., & Izzati, I. H. Y. (2023). Dasar-dasar komunikasi bisnis. Jurnal Riset Manajemen Komunikasi, 33-42.
Sikki, N., Yuniarsih, Y., & Sundari, A. (2021). Strategi Pemasaran Digital Untuk Meningkatkan Penjualan El Nuby Arabic Shop. SENRIABDI, 360-371.
Elisa, B. (2024). Peran Media Sosial dalam Meningkatkan UMKM (Usaha Mikro Kecil dan Menengah) Studi Kasus pada Toko Sembako Rayyan di Tegal Besar. Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember
.png)
