Analisis Pemasaran Home Industry (Industri Rumah Tangga) Keripik Pisang Melalui Media Sosial (Kasus: Desa Kampung Baru, Kelurahan Pinang Mancung, Kecamatan Bajenis, Kota Tebing Tinggi)

Abstract

UMKM, including home industry business, is the largest contributor to GDP and has an important role in the economy in Indonesia. However, since the Covid-19 pandemic, many home industry business have experienced problems marketing their products which have resulted in a decrease in turnover. This study aims to determine the process of production, marketing and optimization of profits derived from the marketing of banana chips home industry through social media in Desa Kampung Baru, Kelurahan Pinang Mancung, Kecamatan Bajenis, Kota Tebing Tinggi. This research is a type of qualitative research and data collection done by interviews, observation and documentation (triangulation). Data analysis carried out inductively and interpreted to become a fact. The results showed that the marketing process for the banana chips home industry was carried out using social media Facebook and WhatsApp through 2 (two) marketing channels: (1) producer–trader/retailer–end consumer, (2) producer–end consumer. Optimization of the benefits derived from marketing the banana chips home industry through social media has increased compared to before using social media, with an average profit optimization of Rp. 140,000/day or Rp. 4,200,000/month. The marketing margin for banana chips through social media on marketing channel 1 is Rp. 18,000/kg with a margin percentage of 60% and marketing efficiency (Ep1) of 16.7%; while the marketing channel 2 obtained a marketing margin of Rp. 0 and marketing efficiency (Ep2) of 26.7%