ANALISIS KELAYAKAN PENGGUNAAN MEDIA SOSIAL SEBAGAI MEDIA PROMOSI PADA TOKO RUMAH BUAH DAN DESSERT KOTA SENGKANG

Abstract

This research was conducted at the Rumah Buah and Dessert Shop in Sengkang City, Tempe District, and was conducted for four months, from February to May 2024. The purpose of this research was to determine the feasibility of using social media as a promotional medium from various aspects, namely legal, marketing, financial, management, and socio-economic aspects at the Rumah Buah and Dessert Shop in Sengkang City. This type of research is qualitative with a descriptive method, the research was conducted by being directly at the object in collecting data and various information that was carried out intensively which was then described from the results obtained. The method for determining respondents was carried out using saturated samples with a total of 3 informants. Data collection techniques were carried out through interviews, observation, and documentation. The results of this study indicate that the proposed promotion through social media, namely Instagram at the Rumah Buah and Dessert Shop is feasible to use because there is a significant difference in sales profits before and after using social media.