Optimalisasi Pemasaran Melalui Media Sosial pada Usaha Kopi The Andalusia di Palembang sebagai Strategi Bertahan Selama Pandemi Covid-19
DOI:
https://doi.org/10.47747/jnpm.v2i1.384Keywords:
Instagram Ads, pemasaran media sosial, pengabdian kepada masyarakat, Covid-19Abstract
Abstract
This community engagement programme (CEP) aims to implement Instagram Ads and investigate its efficacy as a tool for social media marketing. The participant in this CEP was an MSME named The Andalusia located in Palembang, Indonesia. Its official Instagram account is @the.andalusia.id. The CEP applied an exploration study method resembling action research. The results prove that the CEP enhances the participant's social media engagement and reach. The CEP further optimises sales and help the participant to survive the Covid-19 pandemic.
Abstrak
Pengabdian kepada Masyarakat (PkM) ini bertujuan untuk menerapkan iklan Instagram berbayar (Instagram Ads) dan menganalisis efektivitasnya pada strategi pemasaran media sosial. Objek dalam PkM ini adalah UMKM kedai kopi The Andalusia yang berlokasi di Palembang dengan akun Instagram @the.andalusia.id. PkM ini menerapkan metode eksplorasi yang menyerupai riset aksi. Hasil PkM menunjukkan bahwa iklan Instagram mengoptimalkan jumlah jangkauan dan interaksi konten secara keseluruhan. Hasil PkM ini juga meningkatkan penjualan dan membantu usaha kopi The Andalusia untuk bertahan selama pandemi Covid-19.
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