Social Media and Product Branding for MSMEs Actors

Hadi, Ido Prijana (2022) Social Media and Product Branding for MSMEs Actors. In: The 7 ICOSAPS 2022-International Conference on Social and Political Sciences, 04-08-2022 - 04-08-2022, Surakarta - Indonesia.

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Abstract

Micro, Small and Medium Enterprises (MSMEs) in Indonesia thrive and provide hope for small businesses. Starting from the culinary business, fashion, education, automotive, agribusiness, tour & travel, creative products, internet technology, cosmetics/beauty, event-organizer, cleaning services, childrens needs, and so on. MSMEs are business activities carried out by individuals or privately owned business entities. The focus of MSME business ordinarily on one line of business, and it is easy to start compared to large-scale businesses. The use of social media platforms for MSME actors ordinarily to promote their products. So that it is expected to be able to strengthen the branding of its business products, or brand recognition to potential consumers. This study uses a qualitative approach with phenomenological methods. This study seeks to reveal the experiences of MSME actors when interpreting the various uses of social media in supporting their business. The subjects of this study amounted to 14 MSME actors with various ages. Moreover, various types of businesses. Data collection techniques by conducting in-depth interviews, namely to reveal the natural story of each individuals life experience. The results showed that the use of social media such as Facebook, Instagram, YouTube, Twitter, Tik-Tok and Whatsapp provided space for interaction and communication between sellers and consumers. Social media helps the branding process in attracting the attention of users to expand new followers as potential customers. The implication of this study is to maintain politeness in communicating with the language without being abbreviated. Moreover, caring for consumers.

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