The Role and Benefits of Social Media in the Developing of Small and Medium Enterprises in the Kalimera Coffee Bar Business

Kalimera Coffee Bar merupakan salah satu UKM kuliner yang sedang berkembang. Adanya pandemi Covid-19 membuat Kalimera Coffee Bar mengalami penurunan penjualan produk. Hal ini dapat diketahui dari rata-rata penjualan produk yang sebelumnya 80 item per hari menjadi 10 item. Kenyataan ini akibat dari kebijakan pemerintah dalam menangani pandemi Covid-19, seperti pembatasan jam pasar, penutupan beberapa tempat makan, physical distancing, stay at home, work at home, dan lain-lain. Kondisi tersebut menuntut Kalimera Coffee Bar untuk memanfaatkan media sosial guna mengembangkan usahanya. Namun asumsi ini belum dilakukan penelitian, oleh karena itu penelitian bertujuan mengetahui: 1) Penerapan media sosial yang digunakan oleh Kalimera Coffee Bar. 2) Peran dan manfaat media sosial terhadap pengembangan Kalimera Coffee Bar. Metode yang digunakan berupa metode kualitatif dengan desain deskriptif. Data diperoleh melalui wawancara terhadap key informant dan partisipan. Hasil penelitian menunjukkan media sosial yang dipakai Kalimera Coffee Bar adalah jejaring sosial berupa WhatsApp, Instagram, dan Facebook. Peran dan manfaat media sosial terhadap pengembangan usaha ini adalah sebagai sarana komunikasi, pemasaran, strategi penjualan, galeri produk, mendata kebutuhan pelanggan, memperluas pangsa pasar, dan media diskusi.Kalimera Coffee Bar is one of the culinary small and medium enterprises that is currently developing. The Covid-19 pandemic has caused Kalimera Coffee Bar to experience a decline in product sales. This can be seen from the average product sales which were previously 80 items per day to 10 items. This reality is the result of government policies in dealing with the Covid-19 pandemic, such as limiting market hours, closing several eating places, limiting physical distance, staying at home, working from home, and so on. These conditions require Kalimera Coffee Bar to utilize social media to develop its business. However, this assumption has not been researched, therefore the research aims to find out: 1) The application of social media used by Kalimera Coffee Bar. 2) The role and benefits of social media in the developing of Kalimera Coffee Bar. The method used is a qualitative method with a descriptive design. Data was obtained through interviews with key informant and participant The research results show that the social media used by Kalimera Coffee Bar are social networking in the form of WhatsApp, Instagram and Facebook. The role and benefits of social media in the developing of this business are as a means of communication, marketing, sales strategy, product gallery, conveying customer needs, expanding market share, and discussion media