Strategi Komunikasi Pemasaran Kerupuk Lomang Balado Ummi Melalui Media Sosial Pasca Pandemi Covid-19

Abstract

UMMI Lomang Balado Crackers culinary MSME located in Kampar Regency, Riau Province. UMMI Lomang Balado Crackers are included in the micro business. In particular, UMMI Lomang Balado Crackers MSMEs need to carry out a communication strategy to consider choosing the right social media to promote and market products so that the intended messages and strategies can run effectively and smoothly and survive to be competitive after the Covid-19 pandemic. The aim of this research is to analyze communication strategies in determining planning, implementation and evaluation on social media for marketing UMMI lomang balado crackers. The research method is a descriptive qualitative approach using observation, interview and documentation techniques. Data analysis techniques are data collection, data reduction, data presentation, and drawing conclusions. The research results show that marketing planning strategies determine the audience, compose messages, determine communicators, and select communication media. Implementation using social media Instagram and WhatsApp business marketing. And evaluation is carried out using SWOT analysis, measuring performance, and taking corrective action for future product marketing developments. Social media is an effective tool in marketing communication media for MSME players and their consumers. It is very necessary to consider the choice of social media in marketing communications to make it more effective.