Pemanfaatan Media Sosial Sebagai Alat Pemasaran dalam Meningkatkan Kinerja Usaha Kerajinan Perhiasan Desa Celuk- Sukawati, Kabupaten Gianyar -Bali

Abstract

The use of social media as a marketing tool to encourage  the business performance of micro, small, and medium enterprises in jewelry crafts.  This research is social media as a marketing tool for micro, small and medium enterprises (MSMEs) in the jewelry handicraft industry. The discussion  was "To what extent can the use of social media to maximize MSME marketing increase selling power so that it can improve the performance  of jewelry crafts in Gianyar Regency?"  This research was conducted  using descriptive qualitative methods to answer research questions. In-depth interviews with informants related  to research questions that  resulted in the conclusion that first, social media has not been able to directly improve the business performance of jewelry craft MSMEs in Celuk Village, Sukawati District, Gianyar Regency. Second, the use of social media in improving performance must be supported by innovation and adaptation to better information technology. Third, MSME players in the jewelry handicraft industry have made it easier for consumers, especially in Bali Province, to shop and choose jewelry  handicraft products online without having to leave home. This study aims to examine the potential of  jewelry craft MSME business actors in Gianyar Regency to boost their output through social media marketing.