STRATEGI SOCIAL MEDIA MARKETING DALAM MENINGKATKAN BRAND AWARENESS DAN ENGAGEMENT UMKM “MY SOUP” DI BATAM

Abstrak

Penelitian ini menganalisis strategi social media marketing UMKM My Soup Batam untuk meningkatkan brand awareness dan customer engagement. Metode kualitatif deskriptif digunakan dengan pengumpulan data melalui wawancara semi-terstruktur, observasi, dan dokumentasi. Hasil menunjukkan My Soup Batam memanfaatkan Instagram sebagai saluran utama untuk memperkenalkan produk, membangun citra, dan berinteraksi dengan pelanggan. Strateginya telah mencerminkan prinsip Integrated Marketing Communication (IMC) dan berkontribusi positif terhadap tujuan pemasaran. Namun, penerapan masih menghadapi kendala seperti keterbatasan sumber daya manusia, perencanaan konten yang kurang terstruktur, serta belum adanya evaluasi strategi secara berkala. Disimpulkan bahwa pemasaran media sosial adalah strategi yang relevan dan efektif bagi UMKM. Penelitian ini merekomendasikan perencanaan komunikasi pemasaran yang lebih sistematis untuk mendukung pertumbuhan usaha berkelanjutan.

This study analyzes the social media marketing strategy of the MSME My Soup Batam to increase brand awareness and customer engagement. A descriptive qualitative method was employed, with data collected through semi-structured interviews, observations, and documentation. The results show that My Soup Batam utilizes Instagram as the main channel to introduce products, build brand image, and interact with customers. The implemented strategy reflects the principles of Integrated Marketing Communication and contributes positively to marketing objectives. However, the implementation still faces challenges such as limited human resources, less structured content planning, and the absence of regular strategy evaluation. It is concluded that social media marketing is a relevant and effective strategy for MSMEs. This study recommends more systematic marketing communication planning to support sustainable business growth and strengthen long term competitiveness in an increasingly dynamic digital business environment for local culinary enterprises in Indonesia, especially in urban markets with intense competition.