| dc.description.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% | en_US |
