Social Media Analysis Of The Brand Image Of Bakso Gajah Bang Ucok Products At Tuasan Tempuling Medan

Micha Siar Meiriza; Fikri Alfahmi Siregar; Okta Viani Kristin; Nabila Boru Lubis; Anggita Kinanti

doi:10.38204/atrabis.v10i2.2126

Micha Siar Meiriza Universitas Negeri Medan
Fikri Alfahmi Siregar Universitas Negeri Medan
Okta Viani Kristin Universitas Negeri Medan
Nabila Boru Lubis Universitas Negeri Medan
Anggita Kinanti Universitas Negeri Medan

DOI: https://doi.org/10.38204/atrabis.v10i2.2126

Keywords: Social media, Brand image, Digital marketing, Customer engagement

Abstract

This study examines the effect of social media use on the brand image of UMKM products with a case study of Bakso Goreng Gajah Bang Ucok in Medan. In the growing digital era, social media has significantly changed the marketing landscape for UMKM businesses. This research method uses a descriptive qualitative approach through observation data collection, direct interviews with business owners, and documentation of the business. The results showed that social media, especially TikTok as the main marketing media, has a significant positive impact on business development. The use of content strategies that trigger emotional responses, personalized approaches and soft selling, as well as active interaction with customers has proven effective in increasing sales. The effective implementation of the strategy had a positive impact, not only on increasing sales figures in the company's operational areas, but also attracted the attention of mainstream media and influential content creators. Despite facing several obstacles such as poor content assessment and feedback, this study proves that proper and sustainable social media management is the key to achieving business success and growth for UMKMs in today's digital age.

Downloads

Download data is not yet available.

References

Achmad, Z.A. et al. (2024) 'SOCIAL MEDIA UTILIZATION IN MARKETING' UMKM PRODUCTS Introduction The COVID-19 pandemic has impacted the economic sector. Finance Minister Sri fell. Second, investment also weakened in Indonesia due to the decline in community activities outside of a business. ', (April 2020).

Adlini, M.N. et al. (2022) 'Qualitative Research Methods of Literature Study', Edumaspul: Journal of Education, 6(1), pp. 974-980. Available at: https://doi.org/10.33487/edumaspul.v6i1.3394.

Audina, Z.P. et al. (2024) 'Business Development Strategy Using Digital Marketing Media in UMKMs (Case Study of Rate Noodles)', Economics And Business Management Journal (EBMJ) February, 3(1), pp. 1-8.

Billy Surya Hanjaya, Bayu Setyo Budihardjo, C.A.H. (2023) 'The Effect of Social Media Marketing on Consumer Purchasing Decisions in Umkm', Journal of Management and Economic Research (Jrime), 1(3), pp. 92-101. Available at: https://doi.org/10.54066/jrime- itb v1i3.290.

December, N., Astuti, W.D. and Nugraeni, N. (2024) 'Getting to Know the Digital World: Education and Digital Marketing Assistance to UMKMs', pp. 1-8.

Hajid Imam Pranoto (2023) 'The Significant Role of Social Media on the Marketing of UMKM Packaging Products in the Karawang Region', OPTIMAL Journal of Economics and Management, 3(3), pp. 128-142. Available at: https://doi.org/10.55606/optimal.v3i3.1811.

Jesica Naftali, Herlina Kusumaningrum, M.I.R. (2024) 'INTEGRATED MARKETING COMMUNICATION STRATEGY IN POTTAPOTS UMKMs IN IMPROVING BRAND IMAGE THROUGH INSTAGRAM', pp. 1-23.

Komaling, F.S. (2023) 'ANALYSIS OF THE EFFECT OF ELECTRONIC WORDS ON SOCIAL MEDIA TIKTOK ON BRAND IMAGE AND CUSTOMER'S BUYING INTEREST ON THE ONLINE SHOPEE SITE', 4(1), pp. 1-14.

Noor, S.M. and Hendratmoko, C. (2022) 'Product Innovation, Price, Word of Mouth and Promotion on Honda Purchasing Decisions', Ekobis Journal: Business Economics & Management, 12(2), pp. 291-301. Available at: https://doi.org/10.37932/j.e.v12i2.608.

Pitaloka, L.K. and Kardoyo, K. (2023) 'Opening the Door to Digital Market: Digital Marketing Training to Promote the Growth of Food Processed UMKMs in Salatiga', Madaniya, 4(4), pp. 1368-1380. Available at. https://www.madaniya.pustaka.my.id/journals/contents/article/view/559%0A https://www.madaniya.pustaka.my.id/journals/contents/article/view/559%0A

Suhita, S.U., Rosyada, F.A. and Rifani, M. (2022) 'The Influence of Social Media in Product Marketing Strategy in Micro, Small and Medium Enterprises (UMKMs)', Sahmiyya, 1(2), pp. 229-236. Available at: https://ejournal.uingusdur.ac.id/index.php/sahmiyya/article/view/5799.

Waliyudin Azhar, S. et al. (2023) 'The Effect of Social Media and Search Engines on Increasing UMKM Sales', Journal of Education Management and Social Sciences, 4 (1), pp. 223-230. Available at: https://doi.org/10.38035/jmpis.v4i1.1421.

Waruwu, M. (2023) 'Educational Research Approaches: Qualitative Research Methods, Quantitative Research Methods and Mixed Methods', Tambusai Journal of Education, 7(1), pp. 2896-2910.

Wearesocial (2024) digital 2024 Your ultimate guide to the evolving digital world. Available at: https://wearesocial.com/id/blog/2024/01/digital-2024/.

Wjaya, G.P. and Yulita, H. (2022) 'The Effect of Content Marketing, E-WoM, and Brand Image on Tiktok Social Media on Purchase Intention for Mother of Pearl Cosmetics', Journal of Business & Applied Management, 15(2), p. 133. Available at: https://doi.org/10.30813/jbam.v15i2.3772.