Pemanfataan Media Sosial Sebagai Media Pemasaran Di Masa Pandemi Covid-19 Dalam Perspektif Pemasaran Syariah (Studi Kasus UMKM Di Kecamatan Pomalaa Kabupaten Kolaka)

Siti Ainunnisa, Sahibuddin Pemanfataan Media Sosial Sebagai Media Pemasaran Di Masa Pandemi Covid-19 Dalam Perspektif Pemasaran Syariah (Studi Kasus UMKM Di Kecamatan Pomalaa Kabupaten Kolaka). Working Paper. IAIN Kendari. (In Press)

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Abstract

This study aims to determine the usage of social media during the Covid-19 pandemic by SMEs agent in Pomalaa District, Kolaka Regency, how to use social media in marketing during the Covid-19 pandemic and how to use social media in a sharia marketing perspective on SMEs agent in Pomalaa District. Kolaka Regency. This study uses qualitative research methods, descriptive analysis approach and uses data collection techniques, namely observation, interviews and documentation, testing the validity of the data using source triangulation, technique triangulation and time triangulation. The respondents of this study were 6 popular SMEs agent in Pomalaa District who experienced the impact of the Covid-19 pandemic so they switched to using social media as a marketing media. The results of this study show that SMEs agent in Pomalaa District use social media as a marketing media during the Covid-19 pandemic. Social media used as marketing media uses 3 types of social media, namely Facebook, Instagram and WhatsApp. The dominant social media used by SMEs agent in Pomalaa District is Facebook. Social media has contributed a lot to SMEs agent in Pomalaa District, Kolaka Regency, namely, increasing product sales, marketing products with a wider reach and building brand awareness. The use of social media in the perspective of sharia marketing carried out by SMEs in Pomalaa District, Kolaka Regency meets the characteristics of sharia marketing practiced by the Prophet Muhammad SAW, namely theitis (Rabbaniyah), ethical (Akhlaqiyyah), realistic (Al-waqi "iyyah) and humanistic (Insaniyah).

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