Unlocking Success: Maximizing the Impact of Social Media as a Strategic Tool for Online Business Marketing

Rahmaniyah Rahmaniyah; Muhammad Azis; Nurdin Nurdin

Authors

Rahmaniyah Rahmaniyah Department of Economic Education, Postgraduate School Student, Universitas Patompo, Makassar 90233, South Sulawesi, Indonesia.
Muhammad Azis Department of Economic Education, Postgraduate Program, Universitas Negeri Makassar, Makassar 90222, South Sulawesi, Indonesia.
Nurdin Nurdin Department of Economic Education, Postgraduate School, Universitas Patompo, Makassar 90233, South Sulawesi, Indonesia.

Keywords:

social media, business, online, economic growth

Abstract

This study aims to determine the role of social media in online business marketing efforts, assess the influence of platforms such as WhatsApp, Facebook, and Instagram on online business marketing in the region, and understand how social media marketing can increase community income. This field research employs a qualitative approach, with informants consisting of online business owners and online shop customers. Data collection techniques encompassed in-depth interviews, participatory observation, and comprehensive documentation. In-depth interviews provided detailed insights from online business owners and customers about their experiences with social media marketing. Participatory observation offered a firsthand understanding of the online business environment, while comprehensive documentation systematically recorded all relevant information. Data analysis involves systematic data reduction to focus on crucial information, detailed data display to identify patterns and trends, and formulating conclusions based on the analyzed data. This process provided a comprehensive understanding of the role and impact of social media on online business marketing and community income. The results indicate that social media is crucial in online business marketing efforts. It significantly contributes to brand awareness, promotions, online storefronts, and sales to end consumers. The platforms used are Facebook, Instagram, and WhatsApp, with Facebook being the most widely used. The study found that social media usage significantly influences sales levels, increasing income for the local community. These findings highlight the importance of social media as an effective tool for online business marketing, driving economic growth and community development.

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