PENINGKATAN PENJUALAN UMKM MELALUI PROMOSI DIGITAL BERBASIS MEDIA SOSIAL PADA KOPI DUOLISS DI KOTA MAKASSAR

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting community economic growth and creating employment opportunities. However, many MSME actors still face challenges in the marketing aspect, especially in expanding the reach of product promotion. The development of digital technology and social media provides opportunities for business owners to improve marketing through more effective and efficient digital promotion. This study aims to determine the effect of social media-based digital promotion on increasing sales at Kopi Duoliss in Makassar City. This study used a simple quantitative descriptive approach with data collection techniques in the form of observation, interviews, and documentation. Promotional activities were carried out through the creation and publication of digital content on social media platforms such as Instagram and TikTok, featuring beverage products, serving processes, the atmosphere of the business place, and business location information. The results showed that the use of social media as a promotional medium had a positive impact on increasing business sales. Before digital promotion was implemented, the average sales were around 98.75 cups per week, while after promotion the sales increased to approximately 127 cups per week. Based on the calculation results, there was a 28.6% increase in sales after the promotion was conducted. In addition to increasing sales, social media also helped improve business visibility, expand market reach, and increase interaction between business owners and consumers. Therefore, social media-based digital promotion can be an effective marketing strategy for MSMEs in increasing sales and business competitiveness in the digital era.