ANALISIS EFEKTIVITAS PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM PADA UMKM SEKTOR MAKANAN DAN MINUMAN DI KOTA JOMBANG

Abstract

This study aims to explain the effectiveness of promotion through social media Instagram on MSMEs in the food and beverage sector in the city of Jombang. This study uses a descriptive approach with a qualitative approach (descriptive and using analysis). The research was conducted in the Jombang area. Empowerment of MSMEs in the midst of globalization and high competition makes MSMEs must be able to face global challenges, such as increasing product and service innovation, to foster consumer interest in trying and buying products sold by MSMEs, efforts are needed, various effective marketing strategies, one of which is promotional activities. One of the media including internet media is social media. This study aims to analyze the effectiveness of promotion through social media Instagram in the food and beverage sector MSMEs in the city of Jombang. The data analysis technique that we use in this study is secondary data in the form of research results from various articles, as well as library sources and documents as well as elaborating sentences from various answers of research subjects carried out. The sample in this study were 5 active Instagram account owners and followed at least one MSME account in the food and beverage sector in Jombang who promoted on Instagram media. The data analysis method used a qualitative test. The results of the study revealed that the effectiveness of the promotion of food and beverage SMEs in the city of Jombang on Instagram media was in the high category. This indicates that promotion through Instagram is useful for attracting consumers to buy MSME products in the food and beverage sector