Improving The Social Media Content Strategy for MSME to Enhance Customer Engagement

Lady Lady, Shevia Shevia, Listia Nurjanah

Abstract


The internet offers great potential for the development of micro, small, and medium-sized enterprises (MSMEs) in Indonesia. Nisa Kitchen, an MSME in Batam City specializing in brownies, utilizing digital marketing and social media to grow their businesses. This is a qualitative research study that aimed to explore the effect of attractive social media marketing content in improving customer engagement, with a focus on Nisa Kitchen. The study utilized the triangulation technique to gather data from multiple sources and perspectives. Through content analysis, interviews with UMKM owners, and observation of social media marketing activities, the research aimed to gain a comprehensive understanding of the implications for Nisa Kitchen. One challenge faced by MSMEs is a lack of understanding of technology and social media. This study emphasizes its unique contribution to the literature by presenting new insights and a comprehensive approach to increasing customer engagement through engaging content marketing on social media. The study proposes a solution by creating useful and attractive content by Canva; Linktree and WhatsApp Business to simplify customer access to Nisa Kitchen. The results show positive change, in the improvement of social media insight data (engagement) and customer interviews.


Keywords


Marketing strategy; digital marketing; social media marketing; MSMEs; customer engagement

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References


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DOI: http://dx.doi.org/10.30813/jbam.v17i1.5252

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