Dampak Pemasaran Melalui Media Sosial terhadap Kesejahteraan UMKM Karya Abadi di Kota Bontang

Abstract

Micro, Small, and Medium Enterprises (MSMEs) processing fishery products have a strategic role in increasing the added value of products and community welfare. However, limited marketing is still a major obstacle, especially for household-scale MSMEs. This study aims to examine the application of marketing processed fish products through social media and its impact on the welfare of Karya Abadi MSME owners and workers in Bontang City. The research uses a qualitative descriptive approach with a case study method. Data collection was carried out through observation, semi-structured interviews, documentation, and supporting data in the form of social media activities and sales data. Marketing effectiveness analysis was carried out using the calculation of Engagement Rate (ER), while welfare analysis used the Simple Welfare Index (SMI). The results of the study show that the application of marketing through social media increases the intensity of promotions, market reach, and interaction with consumers. The increase has an impact on the increase in the volume and sales value of amplang products and milkfish sticks. Furthermore, the results of the calculation of SMEs show an increase in the welfare of owners and workers after the implementation of social media marketing. However, there are still obstacles in the form of limited human resources and consistency in digital content management. This study concludes that social media marketing has the potential to be an effective strategy for MSMEs in processing fishery products if applied consstently and sustainably.