ENHANCEMENT OF SOCIAL MEDIA ENGAGAMENT AS A MARKETING STRATEGY FOR A CLOTHING AND ACCESSORIES MSME
Rian Simon Samosir

Faculty of Econimics and Business, Universitas Indonesia
Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430

Abstract

Marketing in an MSME is one of the main components to keep the MSME afloat in its market competition. Utilizing social media as a marketing strategy can increase sales and customer retention through regular interactions and time-based customer service. An MSME that sells clothing and accessories has great potential to market its products. Business Coaching is carried out on clothing and accessories MSME using a descriptive qualitative approach. Data were collected through in-depth interviews and surveys to the owners, employees, and customers of the MSMEs. The collected data were analyzed through business process analysis, business model canvas analysis, STP (Segementing, Targetting, Posistioning) analysis, internal and external analysis, and leads to a SWOT analysis. The result is the improvement of the MSMEs social media which is expected to increase customer engagement as the beginning of increasing sales.

Keywords: Business Coaching, Social Media, MSME

Topic: Marketing Management