Relevansi Facebook sebagai Media Komunikasi Pemasaran UMKM Kuliner Payakumbuh

Abstract

Marketing communications conducted by MSMEs in the Payakumbuh region through Facebook are still considered a space to build relationships with consumers. Facebook is still utilized as a medium that is easily accessible, especially for adult buyers. In addition, Facebook is also used as a direct communication tool between sellers and buyers even though they do not know each other. This study aims to examine the implementation of marketing communications by the Rendang Ghifari MSME through Facebook, focusing on the content creation process, the use of Facebook features, and the reasons for choosing Facebook as a marketing communication medium. This research method uses a qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The technique for determining informants used was purposive sampling. Data analysis techniques used the Miles and Huberman model, and source triangulation was used to validate the data. The results of the study indicate that content that combines product information, brand identity, production processes, and personal elements can build brand awareness and increase consumer trust. In addition, the use of Facebook features such as feeds, Stories, and tagging helps expand the reach of messages and create closer interactions with the audience. The selection of Facebook was based on suitability with user characteristics, ease of use, and the availability of two-way communication space. These findings indicate that Rendang Ghifari's marketing communications have reflected the principles of Integrated Marketing Communication (IMC), even though they are carried out simply, naturally, and in accordance with the capabilities of local MSMEs