PENGEMBANGAN STRATEGI PEMASARAN UMKM PIA LATASA MELALUI MEDIA SOSIAL DI KEL. SA’DIA KOTA BIMA NUSA TENGGARA BARAT

Abstract

Pia Latasa is one of the micro, small, and medium enterprises (MSMEs) in Sa’dia Village, Bima City, West Nusa Tenggara, engaged in the production of traditional regional foods. In the current digital era, the limitations of conventional marketing pose a significant challenge in expanding the market and increasing sales revenue. This research aims to develop a social media-based marketing strategy as an effort to enhance the visibility and competitiveness of Pia Latasa. The methods used include creating business accounts on Instagram and Facebook, producing digital content in the form of photos, videos, and product education, and implementing paid advertising to broaden market reach. The expected outcomes are an increase in brand awareness, higher consumer engagement, and sales growth in the medium term. This strategy is also expected to serve as a model for other local MSMEs in utilizing social media as an effective and sustainable promotional tool.