PROMOTIONAL STRATEGY FOR THE MSME 'TEH KOTA' VIA SOCIAL MEDIA TO INCREASE PURCHASE INTEREST AMONG STUDENTS AT PGRI MPU SINDOK UNIVERSITY

Abstract

Background: The advancement of digital technology encourages Micro, Small, and Medium Enterprises (MSMEs) to utilize social media as a promotional tool to navigate business competition. The MSME "Teh Kota" has the opportunity to increase purchasing interest among university students through creative and engaging digital promotions. However, limited use of digital marketing and a lack of product innovation remain challenges in enhancing business competitiveness. Objective: This study aims to examine and analyze the promotional strategies implemented by the MSME “The Kota” via social media to increase purchase interest among university student; to identify the factor that support or hinder the execution of digital promotions; and to formulte effective promotional strategies to expand market reach and enhance business competitiveness.Method: This study employs a qualitative approach, with data collected through preliminary surveys and interviews with fifth-semester students from the Economic Education Study Program. Marketing strategy analysis was conducted using the 4P marketing mix (Product, Price, Place, and Promotion), alongside a SWOT analysis to identify the business's strengths, weaknesses, opportunities, and threats. Results: The research indicates that social media platforms—such as Instagram, TikTok, and Facebook—can be leveraged as promotional tools to introduce products, expand market reach, and capture consumer attention. Strategies such as showcasing products through photos, short videos, and live streams, as well as providing clear information on pricing and product varieties, can be effectively implemented. Nevertheless, the limited application of digital marketing and a lack of product innovation persist as obstacles that need to be addressed. Conclusion: A social media-based promotional strategy has the potential to help the MSME "Teh Kota" enhance brand awareness and stimulate purchasing interest among students. Consequently, it is essential to implement creative and consistent promotions, improve product quality and variety, develop attractive packaging, maintain affordable pricing, and ensure high-quality service. Further research utilizing quantifiable data is required to determine the extent of the impact that social media promotions have on students' purchasing interest.