PERAN MEDIA SOSIAL DALAM PEMASARAN PRODUK ALUMINIUM DESA TANJUNG ATAP

FITRI, RELLA ANNISA (2025) PERAN MEDIA SOSIAL DALAM PEMASARAN PRODUK ALUMINIUM DESA TANJUNG ATAP. Other thesis, UNIVERSITAS BINA DARMA.

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Abstract

This research aims to examine the role of social media in marketing aluminum products in Tanjung Atap Village, Ogan Ilir Regency, South Sumatra. The study focuses on Bapak Rohib’s Aluminum Store, which utilizes Shopee, WhatsApp, and Facebook to expand market reach and increase sales. This study employed a descriptive qualitative method with data collected through in-depth interviews, observation, and documentation, involving informants such as the business owner, store admin, offline consumer, and online consumer. The findings reveal that social media plays a significant role as a medium for promotion, communication, and transactions, although its implementation still encounters challenges such as limited digital literacy, incomplete product information, and inconsistent responsiveness. Based on Bruce J. Biddle’s Role Theory (1986), the study identifies role expectation, role performance, role conflict, role ambiguity, and role negotiation carried out by business actors in digital marketing practices. Overall, the use of social media has proven effective in increasing both the number of consumers and sales volume, although the strategies applied still need to be developed in a more systematic and professional manner.

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