Business Analysis of Micro Enterprises Sector: Social Media Digital Marketing Approach
Abstract
The development of information technology has an impact on the marketing of MSME products with many MSME offenders competing in the use of digital marketing. This study aims to determine the form of social media marketing used in the microbusiness sector of DKI Jakarta Province, West Java Province, and Central Java Province. This research benefit can contribute to the Microbusiness sector, which can be competitive in the global market. The study took place in 3 provinces of Indonesia, namely DKI Jakarta Province, Central Java Province, and West Java Province. The methods used were a literature review and qualitative research. The data were collected through observation, interviews, and a review of secondary data documents and metadata. The metadata is obtained from academic articles published in e-resources that are provided free of charge, in the form of articles on social media marketing and digital marketing from 2015 to 2022, for a total of 239 articles. The data analysis technique was conducted using bibliometric and qualitative methods. Bibliometric analysis was carried out with the help of the VOS Viewer application software. Qualitative data analysis was conducted by describing a collection of information obtained and analyzing the data for making conclusions, taking action, and presenting the results in the form of narrative texts, matrices, diagrams, tables, and charts. The results showed that the Provincial Governments of DKI Jakarta, Central Java, and West Java played an active role in assisting the development of microenterprises in their regions. In terms of five microbusiness offenders, they said that the local government helped them develop their businesses, especially in facilitating funding, licensing, and product promotion. Product promotion and marketing, using digital marketing and social media helps them in expanding their marketing area because they can interact with consumers through online interaction. Microbusiness offenders can also expand their market share, which also has an impact on increasing sales.
Keywords: digital marketing, social media marketing, business competition, MSMEs
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