The Evaluation of Marketing Communication Through Instagram for Umkm As A Strategy in Pandemic Time

DOI

10.2991/978-2-38476-132-6_51How to use a DOI?

Keywords

UMKM; Social Media; Instagram; Technology Innovation; Communication

Abstract

Easiness gained from the innovation of technology in a digital world now can reach all levels and generations. The power of social media that comes with the increasing number of people using gadgets also helps the development of features made for entrepreneurs and organizations. Many platforms emerge to help support this development. One sector that uses this ‘magic’ of social media is Micro, Small, and Medium Enterprise (UMKM). UMKM is the sector that has the strength to control economic power in developed and developing countries, considered could increase productivity, can absorb labor, even those that have no particular skill, and also can reduce poverty. Data that has been taken from Bank Indonesia (Kompas.com, 2018) shows that creative UMKM has a potential of 8,2 million, along with the 96,9% of labor’s absorption. But this fantastic figure needs good effort and communication strategy to reach it, especially with the Covid 19 pandemic that storms Indonesia. One of the UMKM that still stands during the pandemic is Batik Roemah Bajoe, which store located in Jalan Bayangkara No. 96, Klaten, Central Java, that even helps that traditional textile craftsmanship. This Batik Store sells varieties of traditional Indonesian fabric and clothes; from all over Indonesia, especially from Central Java. This store has a relatively lot of reviews compared to other stores, that is 723 reviews on Google Review per September 20^th,2022. Roemah Bajoe Batik Stores sells its products in its store (offline) and online. This online store uses shopping platforms like Shopee and Tokopedia and also uses a social media platform: Instagram. The research methodology used in this study is qualitative research, using observation on the object of the study, and also in-depth interviews to dig information through the owner and their employee who becomes communication and sales driver; and also their consumer to see the enthusiasm and the reason to buy; and after that, all the process of the research will be displayed descriptively. Based on this research conducted, Batik Roemah Bajoe can stand through bad pandemic time as UMKM (Micro, Small & Medium Enterprise); as evaluated with SOME theory (Share, Optimize, Manage, Engage) using their Instagram account utilizing and maximized the features such as story, reels, feeds and live. Share is used to inform about live session that they do using Instagram feature stories; and also information about the products that they sell. With Optimize, Batik Roemah Bajoe listen to its consumer’s wants, needs and aspirations about products they sell, the shipping mechanism, and payment. Next is Manage, Batik Roemah Bajoe giving real-time interaction when a live session is on – with the interactive and responsive who remember every taste, preference, size, and needs of each customer. Lastly, Engage, Batik Roemah Bajoe make efforts to know and understand their audience through direct interaction in the live session, and also they made a sale session. Giveaway and a grand prize to grab the audience’s attention.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Margareta Manalu
PY  - 2023
DA  - 2023/10/31
TI  - The Evaluation of Marketing Communication Through Instagram for Umkm As A Strategy in Pandemic Time
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 584
EP  - 601
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_51
DO  - 10.2991/978-2-38476-132-6_51
ID  - Manalu2023
ER  -