CARA MENGEMBANGKAN PROMOSI USAHA KULINER TRADISIONAL MELALUI MEDIA SOSIAL DI KELURAHAN TITIWUNGEN SELATAN

Abstrak

The COVID-19 pandemic has opened a lot of creative minds in doing business using social media. Especially for those who own traditional online culinary businesses in the Titiwugen Selatan sub-district, Sario sub-district, Manado City, North Sulawesi. Their culinary expertise has not been supported by good and creative promotion methods, so many have gone out of business. Social media can be the right access in promoting and communicating with buyers but it cannot be ignored that using social media must be correct and appropriate in accordance with existing regulations. This research is an observational descriptive study on the owners of traditional online culinary businesses in the Titiwugen Selatan sub-district. This study uses the triangulation method, which combines the method of structured interviews, in-depth interviews and observations of MSMEs and the social media used. The subjects in this study were the owners or managers of MSMEs selected by purposive sampling. This study uses primary data obtained based on structured interviews and in-depth interviews with MSME owners/managers. This research is expected to be the first step for researchers in improving their ability to carry out research and to publish the results of this research in national journals.

KEYWORDS: TRADITIONAL CULINARY, SOCIAL MEDIA, PROMOTION