The Enhancement of Social Media Engagement as a Marketing Strategy for a Clothing and Accessories MSME

Rian Samosir ()
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Rian Samosir: Universitas Indonesia, Faculty of Economics and Business

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 640-649 from Springer

Abstract: Abstract Marketing in an MSME is one of the main components to maintain the MSME afloat in its market competition. Utilizing social media as a marketing strategy can increase sales and customer retention through regular interactions and time-based customer service. An MSME that sells clothing and accessories has great potential to market its products. Business Coaching is carried out on clothing and accessories SMEs using a descriptive qualitative approach. Data were collected through in-depth interviews and surveys to the owners, employees, and customers of the MSMEs. The aim of this study is to optimize SMSE’s marketing channel. Instagram display improvements are made on the MSME’s social media which is expected to increase customer engagement as the beginning of increasing sales.

Keywords: Business Coaching; Marketing Strategy; Social Media (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-234-7_67

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DOI: 10.2991/978-94-6463-234-7_67

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