The Role of Community Engagement in Marketing Strategies to Increase Audience through Multi-channels for Small and Medium Enteidr Rises (SMES) on Instagram, Tiktok, and Facebook
Keywords:
Community Engagement, Social Media Management, Digital Marketing, SMEs, ROI, Brand ImageAbstract
This project discusses the implementation of digital marketing strategies through community engagement to support the growth of Es Podeng PIK MSMEs, which face challenges such as the absence of official social media accounts and a lack of knowledge about digital marketing. By utilizing Instagram, TikTok, and Facebook platforms, this project implements a practical approach that involves creating scheduled content, monitoring account performance, and proactively managing community interactions. A key aspect of this project is online reputation management, responsive feedback handling, and the systematic integration of marketing data with financial systems for the first time for SMEs. The results demonstrate significant success in expanding market reach and enhancing brand awareness. Financially, this strategy successfully increased average net income by 87%, from IDR 17,515,000 before the project to IDR 32,795,000 after the project was implemented. Performance evaluations also showed an optimal Return on Investment (ROI) of 252.5% by February 2025. In conclusion, the role of measurable and well-managed community engagement has proven to be a vital element in driving brand visibility growth, promotional efficiency, and enhancing the competitiveness of Es Podeng PIK SMEs amid the intense competition in the digital market.
Downloads
References
Agustin, RW, & Ayu, M (2021). The impact of using Instagram for increasing vocabulary and listening skill. Journal of English Language …, pdfs.semanticscholar.org, https://pdfs.semanticscholar.org/d579/dd38b96fa269b3d1fa0f6684b5c9036576bb.pdf
Alghameeti, AA (2022). Is TikTok an effective technology tool in English vocabulary expansion. English Language Teaching, scholar.archive.org, https://scholar.archive.org/work/efpdvf5ebvepjjzqo7tndu3gym/access/wayback/https://ccsenet.org/journal/index.php/elt/article/download/0/0/48012/51585
Allen, D. (2021). Getting Things Done: The Art of Stress-Free Productivity. Penguin Books. (pp. 20-35)
Astuti, E. D., Sari, D. R., & Handayani, D. (2021). Peran media sosial dalam pemasaran digital pada UMKM di masa pandemi covid-19. Jurnal Kewirausahaan. 6(2), 45-60.
Brown, A. (2020). Designing with canva: The ultimate guide to create stunning designs without any graphic design skills. Journal of Graphic Design, 5(2), 45-56.
Brown, T. B., Mann, B., Ryder, N., Subbiah, M., Kaplan, J., Dhariwal, P., ... & Amodei, D. (2020). Language models are few-shot learners. advances in neural information processing systems. 33, 1877-1901.
Data, G. (2023). Menilik jumlah pengguna media sosial 2013-2023. GoodStats Data. https://data.goodstats.id/statistic/menilik-jumlah-pengguna-media-sosial-2013-2023- WR7bg
Deming, W. E. (2022). *The New Economics for Industry, Government, Education*. MIT Press. (pp. 45-55)
Doe, J., & Smith, A. (2021). The Impact of Social Media on SMEs’ Performance in Emerging Markets. Journal of Business Research, 120, 383-392.
Garcia, L., & Martin, P. (2021). Social Media Marketing Impact on SMEs: Evidence from a Longitudinal Study. Journal of Marketing Management, 37(1-2), 123-145. https://doi.org/10.1080/0267257X.2021.1875501
Handayani, D., & Priyono, A. (2020). Strategi Manajemen Proyek Untuk Meningkatkan Efektivitas Dan Efisiensi Pelaksanaan Program Pemberdayaan UMKM Di Kota Yogyakarta. Jurnal Manajemen Bisnis, 10(2), 101-115.
Indrapura, P. F. S., & Fadli, U. M. D. (2023). Analisis Strategi Digital Marketing Di Perusahaan Cipta Grafika. Jurnal Economina, 2(8), 1970–1978. https://doi.org/10.55681/economina.v2i8.699
Johnson, R. (2021). Video editing made easy with capcut: A comprehensive guide. Journal of Digital Media, 12(3), 89-95.
Kanagarajoo, M. V., Fulford, R., & Standing, C. (2022). The impact of social media on project management: A systematic review and meta-analysis. International Journal of Project Management.
Kementerian Koperasi dan UKM. (2020). Statistik UMKM. Retrieved from https://www.depkop.go.id/uploads/laporan/1580223129_STATISTIK-UMKM-2019.pdf
Kotler, P., & Keller, K. L. (2022). *Marketing Management* (16th ed.). Pearson. (pp. 249- 268)
Kottler, P., & Armstrong, G. (2023). Principles of Marketing (18th ed.). Pearson. (pp. 75- 85)Kumar, S., & Sharma, R. (2021). Strategic Management and Business Policy. Routledge. (pp. 112-130)
Lee, K., & Thompson, M. (2022). Social Media Strategies for Small and Medium-Sized EnteIDR rises: A Case Study. International Journal of Social Media and Interactive Learning Environments, 10(2), 145-162.
Lewis, J., & Simon, J. (2021). Digital Analytics: Understanding and Using Data for Marketing. Springer. (pp. 112-130)
McFedries, P. (2021). Microsoft Word 2021: A Comprehensive Guide. O'Reilly Media. Nasar, M. A., & Yap, B. W. H. (2021). Social Media Project Management: A Framework for Success. Journal of Project Management, 12(3), 245-258..
Novita, L. (2022). Strategi Meningkatkan Daya Saing Dan Meraih Peluang Melalui Media Sosial Di Umkm Keripik Lateb Jaya Bandar Lampung. Journal of Community Empowerment, 1(1), 1-9.
Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on tiktok mobile video usage. International Journal of Interactive Mobile Technologies, 14(4), 121–137. https://doi.org/10.3991/ijim.v14i04.13307
Patel, R., & Johnson, H. (2021). Adoption of Social Media Marketing by Small and Medium EnteIDR rises: A Systematic Review. Journal of Small Business and EnteIDR rise Development, 28(3), 425-443. https://doi.org/10.1108/JSBED-11-2020-0380
Pellegrino, A., & Abe, M. (2023). Leveraging Social Media for SMEs: Findings from a Bibliometric Review. Sustainability, 15(8), 7007.
Preece, J., Rogers, Y., & ShaIDR , H. (2022). *Interaction Design: Beyond Human-Computer Interaction* (5th ed.). Wiley. (pp. 85-100)
Pudyastuti, E., & Saputra, A. (2021). Upaya Peningkatan Keunggulan Bersaing Usaha Mikro Kecil dan Menengah (UMKM) di Kota Medan di Masa Pandemi Covid-19. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 4(3), 437-449. https://doi.org/10.31842/jurnalinobis.v4i3.195
Sari, D. R., Handayani, D., & Priyono, A. (2020). Peran Media Sosial Dalam Meningkatkan Efektivitas Komunikasi Publik Pemerintah Daerah. Jurnal Komunikasi 12(2), 165-178
Sari, D. R., Handayani, D., & Priyono, A. (2021). Strategi media sosial marketing dalam meningkatkan brand awareness dan customer engagement pada UMKM kuliner di kota semarang. Jurnal Manajemen Dan Bisnis, 9(2), 99-115.
Schiffman, L. G., & Kanuk, L. L. (2021). *Consumer Behavior* (12th ed.). Pearson. (pp. 57- 64)
Setiawan, A., & Handayani, D. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Produk UMKM Batik Di Kota Yogyakarta. Jurnal Pemasaran, 10(1), 55-72
Sofiamaddalena. (2024, January 31). Digital 2024. We Are Social Indonesia. https://wearesocial.com/id/blog/2024/01/digital-2024/
Tuten, T. L., & Solomon, M. R. (2021). *Social Media Marketing* (3rd ed.). Sage Publications. (pp. 12-25)
Wardhani, A. K., & Romas, A. N. (2021). Analisis Strategi Digital Marketing di Masa Pandemi Covid-19. EXERO: Journal of Research in Business and Economics, 4(1). Retrieved from https://e-journal.usd.ac.id/index.php/EXERO/article/view/2405
Wulandari, I. S., Handayani, D., & Priyono, A. (2020). Pengaruh media sosial terhadap minat beli konsumen pada produk UMKM fashion di kota yogyakarta. Jurnal Manajemen Dan Kewirausahaan.
Zinsser, H. (2022). Excel Data Analysis: Tools for Business Professionals. Wiley. (pp. 50-70).
