ANALISA DAMPAK PENGGUNAAN MEDIA SOSIAL (ONLINE) TERHADAP BISNIS PENJUALAN PAKAIAN DI TOKO LD DIANA

Abstract

The development of information technology is able to have a positive impact on economic and business development. Micro, Small and Medium Enterprises (MSMEs), as one of the sectors that have an important role in supporting the economy, have been able to adapt to digital media. The presence of a digital platform can provide benefits for both business actors and consumers in the face of transparent and competitive business competition that is increasingly narrowing.

The marketing of goods through social media will influence consumer’s purchase intentions, where the higher the intention to buy, the higher the possibility of a purchase. This is influenced by the transparency of the owner of the goods (the seller), who spontaneously declares the selling price of goods, colors, and brands of goods that appear clearly through digital media screens that are conveyed not only to known parties but also unknown parties. Considering the development of social media activities is very fast and very strategic for brand marketing or a company to reach customers in the future, this potential is a starting point for success in the world of online business which has a positive impact on advancing small and medium scale businesses.

LD Diana's shop, which is located in the Kodo Street, Lawangirung, Wenang subdistrict, Manado City, sells new and used (imported) clothes, known as thrifting shop. The LD Diana shop is selling these clothes through two events, namely: manually displayed in the store and also marketed through social media using Facebook, namely by posting on Facebook social media accounts and making stories about the clothes offered, but previously the LD Diana shop had to be connected. Facebook accounts of people or customers who use Facebook. The terms of Facebook state that they must be friends with people who use Facebook and the author will analyze the impact of the use of social media (online) on the business of selling clothes at the LD Diana Store