Strategi Pemanfaatan Media Sosial Terhadap Perkembangan Usaha Mikro Kecil Menengah Di Marimar

Abstract

The Mahakam River is now not only used by local communities as a source of life. But it is also used as a tourist area. One of them is the Mahakam Riverside Market (MARIMAR) Samarinda tour. MARIMAR is considered a new tourist attraction in Samarinda City which offers a variety of tourist attractions. MARIMAR was founded around the end of 2020 and is part of the Mahakam Lantern Garden tourist attraction.  In general, MSMEs (micro, small and medium enterprises) have not used technology to expand the marketing area for the products that they produce. However, currently, there is no social media strategy that can be directly used and implemented by MSMEs. Therefore, this research produces general strategies that can be used by MSMEs.. This research uses quantitative methods with primary data sources obtained through questionnaires distributed to sellers at the Mahakam Riverside Market (MARIMAR) in Samarinda City, East Kalimantan. Then, Secondary data is also used from various sources such as magazines, the internet, books, journals and literature from libraries. Data analysis was carried out using simple linear regression analysis to measure the relationship between dependent and independent variables. The Strategy for Using Social Media for Micro, Small and Medium Enterprises is quite influential. The results of this research also show that the coefficient of determination shown is 0.24, which means that X can explain Y by 24% and the rest is influenced by other factors. Most respondents agree that social media can increase sales, but there are some who feel that social media has a negative effect on sales, such as fictitious purchases. In the context of marketing strategy and use of social media, data shows that social media can be used as an effective promotional tool, especially if it’s used wisely.