OPTIMALISASI MEDIA SOSIAL DAN DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN PADA UMKM KULINER PEMPEK “ RUSDAN ” DI BANDAR LAMPUNG

Abstract

This study analyzes internal and external factors that affect sales performance in the pempek rosdan business in Bandar Lampung and provides suggestions for increasing sales through social media and digital marketing. Using SWOT analysis, this study identifies the strengths, weaknesses, opportunities, and threats faced by the pempek Rosdan UMKM. This research method uses a qualitative approach with data collection methods through in-depth interviews and observations. The main strengths include product quality, product variety and good service. Weaknesses include limited resources, limited digital marketing, dependence on social media and lack of market research. Opportunities include influencer collaboration, healthy food trends, new product development. While the threats are tight competition, changes in consumer trends, raw material prices and negative social media reviews. The conclusion of this study is that optimizing social media and digital marketing has proven effective in increasing Pempek Rosdan sales, with an increase of 30% in three months of implementation. Content strategies that include video tutorials, recipes, and customer testimonials, as well as collaboration with local influencers have succeeded in increasing engagement and expanding market reach.