Persepsi Konsumen terhadap Pemasaran Media Sosial pada Produk UMKM di Kota Mataram

Fathin Hamami, Baiq Fera Susmita Putri, Baiq Reinelda Tri Yunarni, Dedy Iswanto

Abstract


Abstract: This study aims to analyze consumer perception of social media marketing strategies on MSME products in Mataram City through a library research approach or integrative review. Data was obtained from scientific literature indexed by Scopus, DOAJ, and Google Scholar, with a publication period of 2014-2024. The selection process is carried out systematically using keywords such as "consumer perception", "social media marketing", and "MSMEs". Descriptive-qualitative analysis is used to identify patterns, research gaps, and theoretical implications. The results show that trust, engagement, and quality of visual content play an important role in building consumer loyalty as well as driving purchase decisions. The use of social media platforms such as Instagram, Facebook, and TikTok has been proven to increase brand visibility, although challenges in the form of limited budgets and fierce competition are still faced by MSMEs. Integrated marketing strategies, transparent communication, and online review management are the keys to digital marketing success. These findings make a significant contribution to understanding social media marketing strategies for MSMEs, as well as the basis for further research related to personalization and technology in improving consumer engagement.

Abstrak: Penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap strategi pemasaran media sosial pada produk UMKM di Kota Mataram melalui pendekatan library research atau tinjauan integratif. Data diperoleh dari literatur ilmiah yang terindeks Scopus, DOAJ, dan Google Scholar, dengan periode publikasi 2014-2024. Proses seleksi dilakukan secara sistematis menggunakan kata kunci seperti "persepsi konsumen", "pemasaran media sosial", dan "UMKM". Analisis deskriptif-kualitatif digunakan untuk mengidentifikasi pola, kesenjangan penelitian, dan implikasi teoritis. Hasil penelitian menunjukkan bahwa kepercayaan, keterlibatan, dan kualitas konten visual memainkan peran penting dalam membangun loyalitas konsumen serta mendorong keputusan pembelian. Pemanfaatan platform media sosial seperti Instagram, Facebook, dan TikTok terbukti meningkatkan visibilitas merek, meskipun tantangan berupa anggaran terbatas dan persaingan ketat masih dihadapi oleh UMKM. Strategi pemasaran yang terintegrasi, komunikasi transparan, dan pengelolaan ulasan daring menjadi kunci keberhasilan pemasaran digital. Temuan ini memberikan kontribusi signifikan dalam memahami strategi pemasaran media sosial untuk UMKM, serta menjadi dasar untuk penelitian lebih lanjut terkait personalisasi dan teknologi dalam meningkatkan keterlibatan konsumen.


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