POLA KOMUNIKASI PELAKU UMKM BIDANG KULINER MELALUI MEDIA SOSIAL DALAM PEMASARAN PRODUK DI KELURAHAN KEMALA RAJA KECAMATAN BATURAJA TIMUR KABUPATEN OKU

Ade Apriandika; Yunizir Djakfar; Septiana Wulandari

doi:10.54895/jm.v2i1.1441

Ade Apriandika Program Studi Ilmu Komunikasi Universitas Baturaja
Yunizir Djakfar Program Studi Ilmu Komunikasi Universitas Baturaja
Septiana Wulandari Program Studi Ilmu Komunikasi Universitas Baturaja

DOI: https://doi.org/10.54895/jm.v2i1.1441

Keywords: Pattern, Communication, UMKM Culinary Sector, Social Media

Abstract

This study aims to determine the Communication Pattern of UMKM in the Culinary Sector Through Social Media in Product Marketing in Kemala Raja Village, Baturaja Timur District, OKU Regency. In this study, researchers used Action Assembly Theory. In promotional and marketing activities for UMKM in the Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency, advertising or promotion is very important. In this case, the UMKM in the Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency, conducts promotions through Instagram media, the purpose of this promotion is to make products or brands that exist in the UMKM Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency, which is more recognized by the public, so it will have a big impact. on sales and profits. UMKM in the Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency, emphasizes the strategy of attracting consumers directly without going through intermediaries such as retailers or other distributors. UMKM in the Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency, prioritize the quality of taste, product characteristics, and quality of manufacturing materials to consumers from the general public, teenagers, adults, and parents as the target market of UMKM in the Culinary Sector, Kemalaraja Village, Baturaja Timur District. OKU District. UMKM in the Culinary Sector, Kemalaraja Village, East Baturaja Sub-district, OKU Regency saw a large enough opportunity to use Instagram Media as one of the supporting media in the UMKM advertising campaign in the Culinary Sector, Kemalaraja Village, East Baturaja District, OKU Regency. This Instagram aims to get a different image through the impression left when the audience has seen it firsthand. UMKM in the Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency ensure that the quality of their products is always maintained. So that the UMKM consumers in the Culinary Sector, Kemalaraja Village, Baturaja Timur District, OKU Regency, often return to shopping and become regular customers.