VIRAL = SALES? STUDI LITERATUR HUBUNGAN ANALISIS TRAFIC SOSIAL MEDIA TERHADAP PENINGKATAN PERFORMA BISNIS DI INDONESIA
Abstract
Meningkatnya pengguna media sosial di era digital sekarang ini telah menjadi sebuah pembahasan yang penting karena dilihat dari sisi kebermanfaatannya, sosial media membantu masyarakat berkomunikasi dan berbagi informasi secara online tanpa terbatas oleh jarak dan waktu. Sehingga masyarakat semakin bertransformasi, menciptakan hal-hal baru dan menemukan cara-cara yang baru dalam berbagi informasi. Sehingga hal ini juga mempengaruhi perilaku masyarakat yang mendapatkan kemudahan dalam berbagi informasi serta berkomunikasi melalui media sosial. Dan hal ini tentu saja berdampak pada meningkatnya aktivitas online. Salah satunya adalah aktivitas jual beli atau bisnis. Tidak jarang sosial media saat ini digunakan sebagai salah satu bagian yang penting dalam proses jual beli. Dalam konteks usaha mikro, kecil dan menengah di Indonesia, sosial media menjadi salah satu poin penting yang dipertimbangkan sebagai bagian dari strategi perusahaan dalam memasarkan produknya. Dengan harapan bahwa dengan semakin banyak orang yang melihat produk tersebut di sosial media, perusahaan dapat menjual produk lebih banyak. Dengan asumsi tersebut, peneliti ingin mengungkap peran media sosial di Indonesia dalam melakukan kegiatan bisnis dengan melihat apakah sebuah poin viralitas atau traffic dalam konteks media sosial yang digunakan oleh manajemen usaha mikro, kecil dan menengah dapat mempengaruhi tingkat penjualan mereka. Dengan melakukan studi literatur terhadap penelitian-penelitian yang meneliti bagaimana sosial media mempengaruhi proses bisnis, penjualan, dan keuntungan perusahaan tersebut. Secara umum, literatur yang dikaji memberikan bukti bahwa adanya peran penting sosial media sebagai alat untuk meningkatkan performa bisnis khususnya UMKM sebagai bagian dari ekosistem bisnis Indonesia. Secara umum, sosial media memberikan ruang untuk setiap konsumen membicarakan dan mendiskusikan tentang produk yang dijual oleh suatu perusahaan dengan menggunakan sosial media dan pendekatan e-WOM serta secara langsung akan meningkatkan spread dari informasi serta ketertarikan orang-orang baru yang secara umum mengubah dia dari konsumen informasi, menjadi fans, dan pada akhirnya menjadi pembeli yang melakukan transaksi. Sehingga pemilik bisnis dapat memanfaatkan sosial media dalam membuat, memaintain, serta mendorong fokus topik pembahasan produk yang ingin dijual kepada konsumen.
Keywords
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