SOCIAL MEDIA LITERACY AS A MARKETING STRATEGY TOOL ON BUSINESS IMPACT(CASE STUDY OF SMALL AND MICRO BUSINESS IN SOLOK CITY)
Abstract
The Internet, social media, mobile applications and other digital communication technologies have become part of the daily lives of billions of people around the world. According to the latest statistics for January 2020, 4.54 billion people are active internet users, accounting for 59% of the global population. Based on UGM's survey of 60 MSEs in Yokyakarta in 2020, it turned out that only around 25.5 percent maintained conventional marketing media during the pandemic, the rest started using social media and e-commerce. Data from the Cooperative Industry and Trade Office of Solok City in 2020, the number of workers that can be absorbed by small and micro businesses is 818 workers. However, these developments have not been able to make small and micro businesses a contributor to local revenue and increase people's income. Several factors that hinder small and micro businesses from developing their businesses are capital, human resources, traditional management and marketing strategies that still rely on word of mouth promotion, stalls and shops as marketing media. The main thing that hinders the weak marketing of small and micro business actors is in mastering technology. In this perspective, it is important to investigate whether the use of social media can help SMEs in Solok City towards their economic growth in particular and the economic growth of Solok City as a whole.
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