Pemberdayaan Usaha Mikro Kecil dan Menengah (UMKM) melalui Media Sosial di Pasar Bengkel Kecamatan Perbaungan Kabupaten Serdang Bedagai

Abstract

Micro, Sma!L and Medium Ente1prises (UMKM) are one of the forces for Indonesia economic growth because they can create job opportunities that mostly contribute to employment. This research aims to .find out and analyze the empowerment of UMKM through social media in Pasar Bengkel, Perbaungan District, Regency of Serdang Bedagai. This research uses qualitative descriptive analysis approach. Primmy data are collected through observation and interviews while secondary data are collected by using librmy research and documentation. The research informants consist of the head of Perbaungan District, head of Bengkel Village, two UMKM owners as key informants, and 3 UMKM employees as main informants. The result indicates that social media pla(form plays an important role in marketing the UM.KM products of Pasar Bengkel during Covidl- 9 pandemic. The actors of Pasar Bengkel UMKM have not marketed their product through social media. Some of them have used social media to market their products but it still in a small scale and it has not been organized well. The test to optimize the social media utilization as product marketing too/for UMKM in Pasar Bengkel can increase the number of UMKM product sales, can reach the consumers both in the scale of Serdang Bedagai Regency and outside Serdang Bedagai Regency. The social media is an effective supporting facility for UMKM during the Covid-19 pandemic because by using social media platform the UMK.i\lf se/Lers in Pasar Bengkel can still run their business while complying and implementing health protocols.