MSMEs' perceptions of social media utilization for branding processed fishery products

Ida Ayu Made Dwi Susanti; Nyoman Yudiarini; I Made Tamba; Julita P. Mendoza; Meriam F. Sulit; Nerily J. Victoria; Grandi Immanuel Mehangpratu; Secondio Benyamin; I Ketut Gede Priastama

doi:10.21744/ijbem.v9n1.2462

Authors

Ida Ayu Made Dwi Susanti Faculty of Agriculture and Business, Mahasaraswati University, Denpasar, Indonesia
Nyoman Yudiarini Faculty of Agriculture and Business, Mahasaraswati University, Denpasar, Indonesia
I Made Tamba Faculty of Agriculture and Business, Mahasaraswati University, Denpasar, Indonesia
Julita P. Mendoza BASC-Filipina
Meriam F. Sulit BASC-Filipina
Nerily J. Victoria BASC-Filipina
Grandi Immanuel Mehangpratu Faculty of Agriculture and Business, Mahasaraswati University, Denpasar, Indonesia
Secondio Benyamin Faculty of Agriculture and Business, Mahasaraswati University, Denpasar, Indonesia
I Ketut Gede Priastama Faculty of Agriculture and Business, Mahasaraswati University, Denpasar, Indonesia

Keywords:

Fishery MSMEs, social media, Product branding, Digital literacy, Bunutin Village

Abstract

This study aims to analyse the perceptions of Micro, Small, and Medium Enterprises (MSMEs) regarding the use of social media as a branding tool for processed fishery products in Bunutin Village, Bangli Regency. The research approach used is quantitative descriptive, with data collection methods through a Likert scale questionnaire and semi-structured interviews with 30 respondents. The results show that the level of understanding of social media among MSME actors is in the good category, with an average score of 80%. This encompasses the ability to comprehend social media algorithms, maintain account privacy, distinguish valid information, and utilize social media for marketing activities. In addition, the intensity of social media use is also high, as reflected in daily usage habits, effective time management, and the use of social media for productive activities such as promotion and business interactions. However, there are still a small number of respondents who have not maximized their control over the duration of social media use. In general, this study confirms that social media has a significant contribution in strengthening brand awareness and increasing the competitiveness of processed fishery products. However, improvements in digital literacy,,,

Downloads

Download data is not yet available.

References

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and informatics, 34(7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008

Ardiansyah, Ferdi, Yogi Nofiyandi, Hafidz Fachri Akbar, Rafi Reza Annaufal, Faris Widiyanto, and Muhammad Kosim. 2022. Strategi Pemasaran Media Sosial Untuk Meningkatkan Penjualan Bibit Ikan Mas. Jurnal Jepper (Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan) 1(3), 379-386.

Arrosyad, M. I., Pradina, A., Natasya, G., Mantari, M., Merlina, M., Faqih, M. N., ... & Taruna, W. (2023). Pendampingan Pemasaran Produk UMKM Melalui Digital Marketing Pada Kerupuk Ikan Gelamo Di Desa Bukit Terap. Amaliah: Jurnal Pengabdian Kepada Masyarakat, 7(2), 349-355.

Besharat, A. (2010). How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach. Industrial Marketing Management, 39(8), 1240-1249. https://doi.org/10.1016/j.indmarman.2010.02.021

Cahyono, A. S. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Publiciana, 9(1), 140-157.

Creswell, J. W. (2017). Research Design: Pendekatan Metode Kualitatif, Kuantitatif, dan Campuran. Yogyakarta: Pustaka Pelajar.

Greene, J. A., Seung, B. Y., & Copeland, D. Z. (2014). Measuring critical components of digital literacy and their relationships with learning. Computers & education, 76, 55-69. https://doi.org/10.1016/j.compedu.2014.03.008

Hair, J. F. (2009). Multivariate data analysis.

Jannah, Raudatul, F., Amir, A., & Ihsan, B. A. N. (2025). Edukasi Penggunaan Media Sosial Untuk Meningkatkan Keterampilan Literasi Digital Siswa di SDN 119 Belalang. Community Development Journal: Journal Pengabdian Masayarakat 6(1), 1426-1431.

Prasasti, Putri, C., & Abidin, Z. (2024). Pengaruh Promosi Online melalui Media Sosial Instagram terhadap Keputusan Pembelian Produk Olahan Perikanan di UMKM Gerai D’pita, Depok. Skripsi, Universitas Brawijaya.

Pratama, S., Ariska, A., Melly, M., Helmalia, H., Mariska, D., Asyhari, U., ... & Junaidi, J. (2024). Pemanfaatan Media Sosial dalam Pemasaran Produk UMKM (Ikan Keruk) di Kelurahan Air Jukung, Kabupaten Bangka. Jurnal Pengabdian Masyarakat Waradin, 4(3), 144-149.

Rachmawati, E., Juminawati, S., Akbar, I., Bahri, K. N., & Cakranegara, P. A. (2022). The importance of understanding the application of marketing strategy for household MSME products on social media networks. International Journal of Business, Economics and Management, 5(1), 76-85. https://doi.org/10.21744/ijbem.v5n1.1880

Sabila, S. H., & Amanah, S. (2022). Efektivitas Instagram sebagai Media Komunikasi Pemasaran Produk Pangan Olahan Hasil Perikanan UMKM Si Petek. Jurnal Sains Komunikasi Dan Pengembangan Masyarakat [JSKPM], 6(3), 294-311.

Santoso, S. (2017). Menguasai statistik dengan SPSS 24. Elex Media Komputindo.

Sugihartono, A., Sandora, N., Arwani, A., & Rabbil, M. Z. (2024). Pengembangan Media Sosial UMKM Ikan Naki Dalam Manajemen Pemasaran Di Era Modern. SENADA: Semangat Nasional Dalam Mengabdi, 4(3), 192-203.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Swarna, M. F., Rumardani, A., Nuryadi, D. P., Al-mufid, M. D., & Amalia, N. (2024). Dampak Penggunaan Media Sosial Terhadap Pola Komunikasi Interpersonal. Karimah Tauhid, 3(1), 1012-1019.

Tuten, T. L., & Solomon, M. R. (2019). Social media marketing (3rd ed.). Kogan Page.

Yusuf, C., Muhammad, A., & Ernawan, D. (2023). Pengembangan strategi komunikasi pemasaran olahan ikan melalui media sosial (Instagram) di Desa Patimban Kecamatan Pusakanagara Kabupaten Subang. Jurnal Kolaborasi Pengabdian Masyarakat Fakultas Ilmu Administrasi.