Novel Marketing Strategies of MSMEs^Using Social Media in Geotourism Areas
Ayu Krishna Yuliawati#1, Rofi Rofaida#1, Budhi Pamungkas Gautama#1, Riza Saepul Milla#2, Asti Nur Aryanti#3, Mohamad Sapari Dwi Hadian#4

#1Universitas Pendidikan Indonesia
jalan setiabudhi no 229 Bandung
email : ayukrishna[at]upi.edu
#4 Universitas Padjadjaran
jalan Soekarno km 21 jatinangor 45363

Abstract

The geotourism area is characterized by its rich geodiversity, biodiversity, and cultural heritage, yet it faces significant challenges in ensuring the sustainability of Micro, Small, and Medium-sized Enterprises (MSMEs) producing geoproducts. This research highlights the novel marketing innovations conducted by MSMEs using social media, such as leveraging immersive advertisements, virtual experiences, influencer alliances, and virtual product placements. This study aims to develop and evaluate innovative marketing strategies in MSMEs using social media. Adopting a qualitative research methodology, the research incorporates descriptive and content analysis of geoproduct marketing using social media. The population and sample include MSME management within the geotourism area in Pangandaran, Indonesia. The key objectives are to identify effective innovative marketing models and develop digital social media strategies that can improve business sustainability. The findings show that local MSMEs are adapting to consumer demand through innovative marketing strategies, which have an impact on their business competitiveness and sustainability. The research highlights the necessity for innovation in marketing using social media channels to achieve long-term business sustainability in geoparks, proposing a significant shift in traditional marketing approaches.

Keywords: Innovation,Marketing, Geoproduct, Geotourism, Social Media Sustainability

Topic: Public Education on Geopark