STRATEGI PEMANFAATAN MEDIA SOSIAL SEBAGAI UPAYA PENINGKATAN PEMASARAN PRODUK IKAN KALENG PADA PT CITRA RAJA AMPAT CANNING

Abstract

PT Citra Raja Ampat Canning (CRAC) is a canned tuna and skipjack processing company in Sorong, Southwest Papua, focusing on the international export market. This study aims to analyze the company's current marketing system and explore the potential of utilizing social media as a digital promotion instrument to increase brand awareness. The research method employed is qualitative descriptive, with data collection techniques through direct observation during an internship program from February to June 2026. The results indicate that PT CRAC possesses a competitive advantage in product quality and marine sustainability standards through Marine Stewardship Council (MSC) and HACCP certifications. However, it was found that the company has not yet utilized social media or an official website for information dissemination, resulting in very limited digital exposure. This study concludes that the integration of social media platforms such as Instagram, Facebook, and TikTok is essential as a digital portfolio to strengthen corporate identity and global credibility without altering the established export business model.