Pemetaan dan Optimalisasi UMKM pada Era Post-Pandemi COVID-19: Pendekatan Analisis Media Sosial

Authors

  • Dwi Susanti Program Studi Pendidikan Fisika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Negeri Jakarta, Jl. R.Mangun Muka Raya No.11, Jakarta 13220, Indonesia.
  • Upik Rahma Fitri Program Studi Pendidikan Fisika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Negeri Jakarta, Jl. R.Mangun Muka Raya No.11, Jakarta 13220, Indonesia.
  • Teguh Budi Prayitno Program Studi Fisika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Negeri Jakarta, Jl. R.Mangun Muka Raya No.11, Jakarta 13220, Indonesia.
  • Haris Suhendar Program Studi Fisika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Negeri Jakarta, Jl. R.Mangun Muka Raya No.11, Jakarta 13220, Indonesia.
  • Putri Marsha Sabrina Mitra Jurnal Indonesia, Jalan Haji R. Rasuna Said Kavling C5, Jakarta 12920, Indonesia
  • Slamet Maulana SMA Labschool Cibubur, Jl. Raya Hankam Kampus Labschool No. 15-20, Bekasi 17432, Jawa Barat, Indonesia.
  • Gina Nurhasanah Program Studi Pendidikan Fisika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Negeri Jakarta, Jl. R.Mangun Muka Raya No.11, Jakarta 13220, Indonesia.
  • Muhammad Ardi Budiawan Program Studi Pendidikan Fisika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Negeri Jakarta, Jl. R.Mangun Muka Raya No.11, Jakarta 13220, Indonesia.

DOI:

https://doi.org/10.58797/teras.0401.01

Keywords:

media sosial, post-pandemi, UMKM

Abstract

This also tends to justify the approach of social media analysis as a highly effective tool for mapping and optimally developing UMKM in the post-pandemic era. COVID-19. From the analysis, social media has become an important supporting medium for marketing activities and the development of the marketing area for UMKM. Dominantly, Instagram and Facebook serve as media for promotion, while WhatsApp is used for direct communication with customers.and data collected from platforms such as Facebook, Instagram, and TikTok, this research highlights trends in customer engagement, marketing effectiveness, and brand visibility. The main findings of this research indicate that UMKM adopting data-driven strategies on social media achieve high customer retention, better market penetration, and increased revenue. Additionally, this study demonstrates how social media strategies can be further optimized and explains in detail the quality of content, frequency, and targeting in attracting customers online. This research reveals the potential of social media analysis and thus can provide actionable recommendations to empower UMKM towards resilience and competitiveness in the digital economy. The findings emphasize the importance of integrating digital tools for sustainable development in the post-pandemic era.

Abstrak

Pandemi COVID-19 memberikan dampak besar pada keberlanjutan operasional dan keuangan UMKM, memaksa beberapa di antaranya berada dalam situasi keterpurukkan ekonomi dengan resiko tinggi. Pandemi COVID-19 secara tidak langsung berperan dalam memajukan platform digital seperti media sosial yang menjadi alat promosi UMKM. Penelitian ini mencoba memetakan dan mengoptimalkan kinerja UMKM pada era post-pandemi dengan bantuan analisi media sosial. Menggunakan data yang dikumpulkan dari platform seperti Facebook, Instagram, dan TikTok, penelitian ini menyoroti tren keterlibatan pelanggan, efektivitas pemasaran, dan visibilitas merek. Temuan utama dari penelitian ini menunjukkan bahwa UMKM yang mengadopsi strategi berbasis data di media sosial mencapai retensi pelanggan yang tinggi, penetrasi pasar yang lebih baik, dan peningkatan pendapatan. Selain itu, studi ini menunjukkan bagaimana strategi media sosial dapat dioptimalkan lebih lanjut dan menjelaskan secara rinci tentang kualitas konten, frekuensi, dan target dalam memikat pelanggan secara online. Penelitian ini mengungkap potensi analisis di media sosial dan dengan demikian dapat memberikan rekomendasi yang dapat ditindaklanjuti untuk memberdayakan UMKM menuju ketahanan dan daya saing dalam ekonomi digital. Temuan tersebut menekankan betapa pentingnya integrasi alat digital untuk pembangunan berkelanjutan dalam menghadapi era post-pandemi. 

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Published

2025-06-30

How to Cite

Susanti, D., Fitri, U. R., Prayitno, T. B., Suhendar, H., Sabrina, P. M., Maulana, S., … Budiawan , M. A. (2025). Pemetaan dan Optimalisasi UMKM pada Era Post-Pandemi COVID-19: Pendekatan Analisis Media Sosial. Mitra Teras: Jurnal Terapan Pengabdian Masyarakat, 4(1), 01–12. https://doi.org/10.58797/teras.0401.01

Issue

Vol. 4 No. 1 (2025): Mitra Teras: Jurnal Terapan Pengabdian Masyarakat, Volume 4 Number 1, June 2025

Section

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