ANALISIS SOCIAL MEDIA MARKETING BANANA CAUJI DI MASA PANDEMI COVID-19 MELALUI INSTAGRAM DAN WHATSAPP

Abstract

Social media are a comprehensive marketing tool for MSME actors during the Covid-19 pandemic. One of these implementations was carried out by MSME Banana Cauji using Instagram and WhatsApp. This study aims to analyze the implementation of Social Media Marketing carried out by Banana Cauji during the Covid-19 pandemic through Instagram and WhatsApp with the theory of elements of Social Media Marketing success, according to Gunelius, namely Content Creation, Content Sharing, Connecting, and Community Building. The research method used is qualitative - descriptive, namely collecting object data directly, including events, occurrences or symptoms of certain phenomena. The results show that Banana Cauji has implemented the elements of success of Social Media Marketing according to Gunelius, namely Content Creation, Content Sharing, Connecting and Community Building. However, there are still various obstacles, including algorithms, the use of paid features that are less than optimal and others.