ANALISIS PEMILIHAN SOCIAL MEDIA FOOD VLOGGER TERHADAP PERSONAL BRANDING PRODUK UMKM (STUDI KUALITATIF PADA UMKM BERTUAH PEKANBARU)
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personal branding,
Media Social,
UMKM Bertuah Pekanbaru.,
personal brand,
Social media
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Abstract
Abstrak
Media Social telah menjadi media semenjak beberapa tahun belakangan ini terlebih setelah bencana covid-19 terjadi di Indonesia, dan keberadaan digital media dianggap sebagai salah satu bentuk strategi yang ampuh dan jumlahnya semakin meningkat secara signifikan. Media Social adalah salah satu media yang dapat memiliki menunjukkan efek yang sangat cepat yang dalam perkembangan branding. Pertumbuhan peningkatan brand yang terus meningkat, menjadi hal yang menarik bagi peneliti untuk menganalisis pengguna media sosial terutama pada pelaku UMKM dalam menciptakan personal branding produk UMKM pada kelompok UMKM Bertuah Pekanbaru. Penelitian ini bertujuan untuk mengetahui factor-faktor yang dipertimbangkan oleh pelaku UMKM Bertuah Pekanbaru dalam memilih media sosial dalam membentuk personal branding yang positif yang mempengaruhi konsumen. Pengumpulan data pada penelitian ini menggunakan Teknik focus group discussion pada pelaku UMKM Bertuah Pekanbaru.
Kata Kunci : Media Social, personal branding, Pelaku UMKM Bertuah
Abstract
Social media has become a medium for the last few years, especially after the Covid-19 disaster occurred in Indonesia, and the existence of digital media is considered a powerful form of strategy and its numbers have increased significantly. Social media is one of the media that can have a very fast effect on the development of branding. The continued increase in brand growth has become an interesting thing for researchers to analyze social media users, especially UMKM, in creating personal branding for MSME products in the UMKM Bertuah Pekanbaru group. This research aims to determine the factors considered by UMKM Bertuah Pekanbaru in choosing social media in forming positive personal branding that influences consumers. Data collection in this research used a focus group discussion technique among UMKM Bertuah Pekanbaru.
Keywords: Social media, personal brand, UMKM Bertuah Pekanbaru.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
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