The role of social media marketing during the Covid-19 pandemic

Main Article Content

Antonio Eli Lomi Nyoko

Abstract

This study aims to determine the role of social media marketing during the COVID-19 pandemic in the culinary industry in Kupang City by observing social media marketing behavior on Facebook Group Bekin Lapar. The method that is used in this study is to observe on Facebook Group: Group Bekin Lapar then conducted data triangulation from observation, documentation, and interview and made the conclusions about the role of social media marketing during the COVID-19 pandemic in the culinary industry in Kupang City. The study concluded that the role of social media marketing in Facebook Group: Group Bekin Lapar is significant to promote, sell, recommend the products of group members, and find information about culinary products in Kupang City during the COVID-19 pandemic. Recommendation to other culinary businesses in other cities is to optimize the role of social media marketing to promote and sell their product during the COVID-19 pandemic.

Downloads

Download data is not yet available.

Article Details

How to Cite
Nyoko, A. E. L. (2022). The role of social media marketing during the Covid-19 pandemic. Jurnal Manajemen Maranatha, 21(2), 113-120. https://doi.org/10.28932/jmm.v21i2.4667
Section
Articles

References

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008

Bisnis.com. (2021, 05 Februari). Ribuan hotel dan restoran tutup permanen akibat pandemi Covid-19. https://ekonomi.bisnis.com/read/20210205/12/1352941/ribuan-hotel-dan-restoran-tutup-permanen-akibat-pandemi-covid-19

Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill-building approach. John Wiley & Sons

Cahyono, D. B. (2013). Penggunaan Facebook sebagai media pemasaran online. Kajian Ilmiah Mahasiswa Manajemen, 2(2), 1-5. http://journal.wima.ac.id/index.php/KAMMA/article/view/466

Dahono, Y. (2021, 15 Februari). Data: Ini media sosial paling populer di Indonesia 2020-2021. https://www.beritasatu.com/digital/733355/data-ini-media-sosial-paling-populer-di-indonesia-20202021

Febriyanti, E., Rifai, Z., Hasanah, S. N., Wijayanti, D. F., Suhening, L., & Frastika, L. (2017). Pemanfaatan media sosial Facebook sebagai media pemasaran produk. Conference on Information Technology, Information System and Electrical Engineering (CITISEE), 254-257. https://citisee.amikompurwokerto.ac.id/assets/proceedings/2017/SI15.pdf

Karimi, S., & Naghibi, H. S. (2015). Social Media Marketing (SMM) strategies for Small to Medium Enterprises (SMEs). International Journal of Information, Business, and Management, 7(4), 86-98. https://www.proquest.com/docview/1709681155

Mason, A. (2020). Coronavirus disrupts the United States economy: A preliminary conceptual investigation. Journal of International Business and Economics, 20(3), 77-85. https://doi.org/10.18374/JIBE-20-3.6

Mason, A. N., Brown, M., Mason, K., & Narcum, J. (2021). Pandemic effects on social media marketing behaviors in India. Cogent Business & Management, 8(1), 1-14. https://doi.org/10.1080/23311975.2021.1943243

Nyoko, A. E. L., & Semuel, A. D. D. (2021). Pengaruh Electronic Word of Mouth (E-WOM) di media sosial Facebook terhadap keputusan pembelian. Journal of Management: Small and Medium Enterprises (SMEs), 14(1), 63-76. https://doi.org/10.35508/jom.v14i1.3857

Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing. MIT Sloan Management Review, 56(2), 8-10. https://sloanreview.mit.edu/article/customizing-social-media-marketing/

Suryani, I. (2014). Pemanfaatan media sosial sebagai media pemasaran produk dan potensi Indonesia dalam upaya mendukung ASEAN Community 2015 (Studi Social Media Marketing pada Twitter Kemenparekraf RI dan Facebook Disparbud Provinsi Jawa Barat). Jurnal Komunikasi, 8(2), 123-138. https://journal.uii.ac.id/jurnal-komunikasi/article/view/6471

Tam, L., & Kim, J.-N. (2018). Social media analytics: How they support company public relations. Journal of Business Strategy, 40(1), 28-34. https://doi.org/10.1108/JBS-06-2017-0078

Untari, D., & Fajariana, D. E. (2018). Strategi pemasaran melalui media sosial Instagram (Studi deskriptif pada akun @Subur_Batik). Widya Cipta - Jurnal Sekretari dan Manajemen, 2(2), 271-278. https://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta/article/download/4387/2658

Vinerean, S. (2017). Importance of strategic social media marketing. Expert Journal of Marketing, 5(2), 28-35. http://www.zbw.eu/econis-archiv/handle/11159/1381