PENGARUH SOCIAL MEDIA MARKETING TERHADAP PEMBELIAN KONSUMEN DI UMKM OLLY COOKIES

Abstract

This study aims to explain and examine how much influence social media marketing strategies have on purchasing decisions specifically in Olly Cookies MSMEs. In this study, the sample used was the owner of the Olly Cookies business, where the sample was taken purposively. The method used in this study is descriptive qualitative with data collection through in-depth interviews conducted by students. From the results found, Olly Cookies has carried out marketing on social media through Instagram, Facebook, and TikTok. Promotion is carried out by posting creative video content and collaborating with several resellers supported by premium product quality. Online sales are more dominant than offline sales, especially during the COVID 19 pandemic. Fast responses to reviews from consumers also increase the strength of customer loyalty. Based on the findings of the study, social media marketing has a significant effect on purchases with social media, especially if it is carried out creatively, strategically, and relentlessly maintaining the products being sold.