SABEELA JULIANI, ANNISAH (2023) PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP PENINGKATAN PENDAPATAN UMKM TAMAN KRAKATAU. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

In 2020, Covid 19 is a pandemic which has hampered the economic chain in Indonesia, coupled with government regulations for social distancing, making it difficult for business owners to get consumers because almost everyone is at home. However, current technological developments facilitate the flow of information exchange as seen from the increasing number of internet users with the use of social media, so now many business owners are using ways to promote their products by relying on the promotion mix, namely through social media marketing. In this study, it was found that the phenomenon of social media marketing was used by business owners to increase income which had previously declined, one of which was the owners of UMKM in Taman Krakatau. However, it is not known for certain whether there is an influence of social media marketing on the increase in UMKM’s income. Finally, in this study, it can be concluded that there is an influence on the use of social media on increasing income at UMKM Taman Krakatau.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor SARIYOGA, SETIAWAN 197502062005011003 Thesis advisor SETIAWAN, JOHAN 196802122002121002
Additional Information:	Pada tahun 2020, Covid 19 menjadi pandemi yang menghambat rantai perekonomian di Indonesia, ditambah lagi dengan adanya peraturan pemerintah yang melakukan social distance, membuat para pemilik usaha sulit mendapatkan konsumen karena hampir semua orang berada di rumah. Namun perkembangan teknologi saat ini memudahkan arus pertukaran informasi terlihat dari semakin banyaknya pengguna internet dengan penggunaan media sosial, sehingga kini banyak pemilik usaha yang menggunakan cara-cara untuk mempromosikan produknya dengan mengandalkan bauran promosi yaitu melalui pemasaran media sosial. Pada penelitian ini ditemukan fenomena social media marketing yang dimanfaatkan oleh pemilik usaha untuk meningkatkan pendapatan yang sebelumnya sempat mengalami penurunan, salah satunya adalah para pemilik UMKM di Taman Krakatau. Namun belum diketahui secara pasti apakah ada pengaruh pemasaran media sosial terhadap peningkatan pendapatan UMKM. Akhirnya dalam penelitian ini dapat disimpulkan bahwa terdapat pengaruh penggunaan media sosial terhadap peningkatan pendapatan pada UMKM Taman Krakatau.
Uncontrolled Keywords:	income, marketing, social media, UMKM
Subjects:	S Agriculture > S Agriculture (General) S Agriculture > SB Plant culture
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs Annisah Sabeela Juliani
Date Deposited:	31 Oct 2023 09:29
Last Modified:	31 Oct 2023 13:39
URI:	http://eprints.untirta.ac.id/id/eprint/29035

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