Penggunaan Media Sosial dalam Upaya Peningkatan Pertumbuhan Sosial Ekonomi Pedagang (Studi Kasus Pedagang Kaki Lima Kawasan Jl. Dr.Mansyur)

Abstract

Social media is one of the instant media which currently has various functions in its role and is economically profitable so it is liked by many people. Culinary street vendors (PKL) are among those who use social media a lot. They carry out promotions by utilizing social media networks in the hope that many people will find out and eventually become customers. This phenomenon is interesting, most of them still fail to develop their business even though they use social media. But there are some who have successfully developed their business by utilizing social media, they have become known to many people in the city where they are located. Currently, street vendors (PKL) are getting used to using social media as a promotional medium, including via: Facebook, Instagram, YouTube and so on. Street vendors hope that social media can stimulate consumers so that there is awareness, interest, and ultimately with consumers purchasing their products. The aim of the research is to find out how social media is used in an effort to increase the socio-economic growth of street vendors in the area of Jalan Dr. Mansyur Medan. This type of research is descriptive with a qualitative approach. Data collection techniques were carried out through literature study, observation, interviews and documentation. The data that has been collected is analyzed through the stages of data reduction, data presentation and drawing conclusions. The results of the research show that the use of social media as promotional media, especially WhatsApp, Facebook and Instagram, has been quite effective and successful in increasing the sales results of culinary street vendors (PKL) and has a positive impact on increasing the income they earn each month even though the income they earn is classified as low. moderate income, but considered sufficient to meet their various socio-economic needs for food, clothing, paying house rent, they are even able to set aside part of their income in the form of savings, social interaction between street vendors (PKL) is quite well established.