Pemetaan dan Optimalisasi UMKM pada Era Post-Pandemi COVID-19: Pendekatan Analisis Media Sosial
DOI:
https://doi.org/10.58797/teras.0401.01Keywords:
social media, post-pandemic, MSMEs, media sosial, post-pandemi, UMKMAbstract
Abstract
The COVID-19 pandemic had a major impact on the operational and financial sustainability of micro, small, and medium enterprises (MSMEs), pushing some of them into economic decline with high risk. Indirectly, the pandemic also accelerated the use of digital platforms such as social media as promotional tools for MSMEs. This study maps and optimizes the performance of MSMEs in the post-pandemic era with the help of social media analysis. Using data collected from platforms such as Facebook, Instagram, and TikTok, this study highlights trends in customer engagement, marketing effectiveness, and brand visibility. The main findings show that MSMEs adopting data-driven strategies on social media achieve high customer retention, better market penetration, and increased revenue. In addition, this study shows how social media strategies can be further optimized and explains in detail the role of content quality, posting frequency, and targeting in attracting customers online. This study reveals the potential of social media analysis and offers actionable recommendations to empower MSMEs 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 keterpurukan ekonomi dengan risiko 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 analisis 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 daring. Penelitian ini mengungkap potensi analisis 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.
References
Bar-Gill, S., Brynjolfsson, E., & Hak, N. (2024). Helping small businesses become more data-driven: A field experiment on eBay. Management Science, 70(11), 7345–7372. https://doi.org/10.1287/mnsc.2021.02026
Bostan Ali, W., Olayinka, J. A., Alam, M. M., & Immelman, A. (2024). Assessing economic implications for micro, small and medium enterprises in Thailand post Covid-19 lockdown. PLOS ONE, 19(2), Article e0294890. https://doi.org/10.1371/journal.pone.0294890
Cao, Z., Tu, Q., & Williams, N. L. (2024). E-commerce, pandemic shock, and the survival of small and medium enterprises. China & World Economy, 32(5), 113–139. https://doi.org/10.1111/cwe.12550
Caraka, R. E., Kurniawan, R., Chen, R. C., Gio, P. U., Jamilatuzzahro, J., Nasution, B. I., Sakti, A. D., Hendrawan, M. Y., & Pardamean, B. (2023). Strategic insights for MSMEs: Navigating the new normal with big data and business analytics. Journal of Asia Business Studies, 18(5), 1285–1307. https://doi.org/10.1108/jabs-10-2022-0354
Díaz-Pelaez, A., Chura-Quispe, G., Clemente-Almendros, J. A., & Velarde-Molina, J. F. (2024). Analysing the influence of digital strategy and innovation on MSMEs’ performance in emerging countries. Creativity and Innovation Management, 34(2), 351–363. https://doi.org/10.1111/caim.12642
Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284–289. https://doi.org/10.1016/j.jbusres.2020.06.008
Dubbelink, S. I., Herrando, C., & Constantinides, E. (2021). Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic. Sustainability, 13(18), Article 10310. https://doi.org/10.3390/su131810310
Eller, R., Alford, P., Kallmünzer, A., & Peters, M. (2020). Antecedents, consequences, and challenges of small and medium-sized enterprise digitalization. Journal of Business Research, 112, 119–127. https://doi.org/10.1016/j.jbusres.2020.03.004
Fernandes, E., Moro, S., & Cortez, P. (2024). A data-driven approach to improve online consumer subscriptions by combining data visualization and machine learning methods. International Journal of Consumer Studies, 48(2), Article e13030. https://doi.org/10.1111/ijcs.13030
Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from recent inquires and thoughts on future directions. International Journal of Advertising, 41(1), 1–5. https://doi.org/10.1080/02650487.2022.2031729
Korcsmáros, E., & Csinger, B. (2022). Sustainable competitiveness in the case of SMEs—Opportunities provided by social media in an international comparison. Sustainability, 14(19), Article 12505. https://doi.org/10.3390/su141912505
Krzysztofik, R., Kantor-Pietraga, I., & Spórna, T. (2021). Multidimensional conditions of the first wave of the COVID-19 epidemic in the trans-industrial region. An example of the Silesian Voivodeship in Poland. Sustainability, 13(8), Article 4109. https://doi.org/10.3390/su13084109
Nguyen, H. T., Vu, T. T. D., Nguyen, H. M., & Nguyen, D. B. P. (2024). SMEs’ innovation and government support during the COVID-19 pandemic. Journal of Asian Business and Economic Studies, 31(3), 203–215. https://doi.org/10.1108/jabes-08-2023-0300
Odoom, R. (2023). Digital content marketing and consumer brand engagement on social media—Do influencers’ brand content moderate the relationship? Journal of Marketing Communications, 31(4), 491–514. https://doi.org/10.1080/13527266.2023.2249013
Pellegrino, A., & Abe, M. (2023). Leveraging social media for SMEs: Findings from a bibliometric review. Sustainability, 15(8), Article 7007. https://doi.org/10.3390/su15087007
Pingali, S. R., Singha, S., Arunachalam, S., & Pedada, K. (2023). Digital readiness of small and medium enterprises in emerging markets: The construct, propositions, measurement, and implications. Journal of Business Research, 164, Article 113973. https://doi.org/10.1016/j.jbusres.2023.113973
Pu, W., Ma, S., & Yan, X. (2024). Consumer service level-oriented resilience optimisation for e-commerce supply chain considering hybrid strategies with blockchain adoption. International Journal of Production Research, 62(19), 7226–7260. https://doi.org/10.1080/00207543.2024.2354843
Qalati, S. A., Li, W., Ahmed, N., Mirani, M. A., & Khan, A. (2021). Examining the factors affecting SME performance: The mediating role of social media adoption. Sustainability, 13(1), Article 75. https://doi.org/10.3390/su13010075
Rakshit, S., Jeyaraj, A., Paul, T., & Mondal, S. (2023). Social networking technologies in SMEs: A bibliometric analysis. Journal of Computer Information Systems, 65(2), 141–158. https://doi.org/10.1080/08874417.2023.2273811
Rasul, G., Nepal, A. K., Hussain, A., Maharjan, A., Joshi, S., Lama, A., Gurung, P., Ahmad, F., Mishra, A., & Sharma, E. (2021). Socio-economic implications of COVID-19 pandemic in South Asia: Emerging risks and growing challenges. Frontiers in Sociology, 6, Article 629693. https://doi.org/10.3389/fsoc.2021.629693
Singh, S., Raj, R., Dash, B. M., Kumar, V., Paliwal, M., & Chauhan, S. (2024). Access to finance and its impact on operational efficiency of MSMEs: Mediating role of entrepreneurial personality and self-efficacy. Journal of Small Business and Enterprise Development, 32(3), 596–619. https://doi.org/10.1108/jsbed-01-2024-0053
Sinha, K. K., Raby, S., & Salari, T. (2024). Exploring the scope and depth of digitalisation in times of crisis: Implications for SME resilience. International Small Business Journal: Researching Entrepreneurship, 43(3), 219–245. https://doi.org/10.1177/02662426241293000
Sponder, M., & Khan, G. F. (2017). Digital analytics for marketing. Routledge. https://doi.org/10.4324/9781315640914
Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social media analytics – Challenges in topic discovery, data collection, and data preparation. International Journal of Information Management, 39, 156–168. https://doi.org/10.1016/j.ijinfomgt.2017.12.002
Zhang, H., Zang, Z., Zhu, H., Uddin, M. I., & Amin, M. A. (2022). Big data-assisted social media analytics for business model for business decision making system competitive analysis. Information Processing & Management, 59(1), Article 102762. https://doi.org/10.1016/j.ipm.2021.102762
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dwi Susanti, Upik Rahma Fitri, Teguh Budi Prayitno, Haris Suhendar, Putri Marsha Sabrina, Slamet Maulana, Gina Nurhasanah, Muhammad Ardi Budiawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License. Authors keep the copyright of their articles. See our Copyright and License policy.
E-ISSN 2964-6367
Aims & Scope
Editorial Team
Reviewer Team
Author Guidelines
Article Template
Author Fee
Contact
Publication Schedule
Publication Ethics
Research Misconduct
Open Access Policy
Copyright & License
Retraction & Correction
Archiving & Repository