Pandemi Tak Berarti Surut Rejeki: Studi Kasus Social Media Marketing Strategies pada Usaha Mikro Berbasis Rumah “Pawon Bu Puspa”

The Covid-19 pandemic hit world economic conditions, including Indonesia. To survive, several micro businesses have grown in the community. However, not all of the businesses that have grown in the midst of this pandemic have been able to develop properly. This study aims to determine the steps to use social media as a marketing strategy for the home-based business namely "Pawon Bu Puspa", in order to answer the concerns of micro business activists in implementing marketing strategies during a pandemic. This research is qualitative with a case study approach. Data collection using online observation and online interviews. The sample selection technique used purposive sampling to selected informants on the use of social media in marketing the Micro Business "Pawon Bu Puspa" in April 2020 - January 2021 in Solo City. The study found that the use of social media in marketing is very safe and effective in the midst of a pandemic situation. It is safe because buyers and sellers interact via social media and it is effective because the turnover of "Pawon Bu Puspa" has tended to be stable from the beginning of the pandemic until now. The social media used in marketing: Whatsapp and Instagram. The displayed content is the product and knowledge about the product being marketed, both benefits and testimonials from customers. Apart from being active on the "Pawon Bu Puspa" Instagram account, marketing is also active on her personal Instagram account and the Whatsapp admin number "Pawon Bu Puspa". Marketing with this strategy, answers the concerns of micro business actors whose businesses want to grow and develop during a pandemic. The results of the research can be used as a reference for the successful use of social media in the marketing strategy of micro businesses in the midst of a pandemic. Keywords: culinary business, the Covid-19 pandemic, social media marketing strategies, home-based micro businesses Pandemi Covid-19 menghantam kondisi ekonomi dunia, termasuk Indonesia. Sebagai langkah bertahan hidup, beberapa usaha mikro tumbuh di tengah masyarakat. Meskipun demikian, usaha yang tumbuh di tengah pandemi ini, tidak semua mampu berkembang dengan baik. Penelitian ini bertujuan mengetahui langkah penggunaan media sosial sebagai strategi pemasaran usaha mikro berbasis rumah yaitu “Pawon Bu Puspa”, guna menjawab keresahan penggiat usaha mikro dalam melakukan strategi pemasaran saat pandemi. Penelitian ini adalah kualitatif dengan pendekatan studi kasus. Pengumpulan data menggunakan pengamatan daring dan wawancara secara daring. Teknik pemilihan sampel menggunakan purposive sampling kepada narasumber terpilih, tentang pemanfaatan media sosial dalam pemasaran Usaha Mikro “Pawon Bu Puspa” pada April 2020- Januari 2021 di Kota Surakarta. Hasil penelitian menemukan bahwa pemanfaatan media sosial dalam pemasaran, sangat aman dan efektif di tengah situasi pandemi. Aman karena pembeli dan penjual berinteraksi lewat media sosial dan efektif karena omset “Pawon Bu Puspa” cenderung stabil dari awal pandemi hingga kini. Media sosial yang digunakan dalam pemasaran diantaranya adalah Whatsapp dan Instagram . Konten yang ditayangkan adalah produk dan pengetahuan seputar produk yang dipasarkan, baik manfaat maupun testimoni dari pelanggan. Selain aktif di akun Instagram “Pawon Bu Puspa”, pemasaran juga aktif pada akun Instagram pribadinya dan nomor Whatsapp admin “Pawon Bu Puspa”. Pemasaran dengan strategi ini, menjawab keresahan pelaku usaha mikro yang usahanya ingin tumbuh dan berkembang di masa pandemi. Hasil penelitian dapat menjadi rujukan keberhasilan penggunaan media sosial dalam strategi pemasaran usaha mikro di tengah kondisi pandemi. Kata Kunci: bisnis kuliner, pandemi Covid-19 , strategi pemasaran media sosial, usaha mikro berbasis rumah