Zahrani Syalwa Rachman, Salsabil Rizqi Aziza Aryawan, Handriyotopo Handriyotopo

Optimalisasi Meta Ads dalam Strategi Iklan Digital UMKM

Introduction

Optimalisasi meta ads dalam strategi iklan digital umkm. Temukan bagaimana Meta Ads mengoptimalkan strategi iklan digital UMKM di Indonesia, meningkatkan jangkauan, efisiensi biaya, dan penargetan audiens untuk daya saing global.

Abstract

UMKM merupakan sektor usaha dengan jumlah terbesar dalam perekonomian Indonesia, namun banyak pelakunya masih enggan memanfaatkan iklan digital karena dianggap rumit dan mahal. Penelitian ini bertujuan mengidentifikasi persepsi pelaku UMKM terhadap penggunaan Meta Ads serta menggambarkan kemudahaan dan efisiensi biaya yang ditawarkan platform tersebut. Metode yang digunakan adalah penelitian kualitatif melalui wawancara mendalam dan analisis deskriptif terhadap pengalaman beberapa pelaku UMKM yang telah mencoba Meta Ads. Hasil penelitian menunjukkan bahwa Meta Ads dapat membantu UMKM memperluas jangkauan promosi dengan pengaturan biaya yang fleksibel sesuai anggaran. Selain itu, fitur penargetan audiens pada Meta Ads terbukti meningkatkan efektivitas promosi dibandingkan metode pemasaran konvensional. Temuan ini menegaskan bahwa adopsi iklan digital berpotensi memperkuat daya saing UMKM di era global

Review

This paper addresses a highly pertinent and critical issue concerning the digital transformation of Micro, Small, and Medium Enterprises (MSMEs), a sector pivotal to the Indonesian economy. The authors effectively identify a significant barrier: the reluctance of many MSME actors to engage with digital advertising, largely due to perceptions of complexity and high cost. Against this backdrop, the research sets out to investigate MSME perceptions regarding Meta Ads, aiming to elucidate the platform's ease of use and cost-efficiency. This objective positions the study as directly contributing practical knowledge to overcome existing hurdles and foster digital adoption within a vital economic segment. Employing a qualitative research methodology, the study utilizes in-depth interviews and descriptive analysis to explore the experiences of several MSME actors who have implemented Meta Ads. The findings presented are compelling and directly address the research objectives. The abstract highlights that Meta Ads significantly aids MSMEs in expanding their promotional reach, critically offering flexible cost settings adaptable to various budgets. Furthermore, the robust audience targeting features of Meta Ads are empirically shown to enhance promotional effectiveness when compared to traditional marketing approaches. These results provide strong evidence to counter the initial apprehension regarding the complexity and cost of digital advertising for MSMEs. Overall, this research offers valuable insights into the practical benefits and strategic importance of Meta Ads for MSMEs, particularly within the Indonesian context. Its strength lies in providing qualitative validation of how a specific digital platform can empower small businesses, thus addressing a crucial knowledge gap. While the qualitative approach offers rich experiential data, future research could potentially complement these findings with quantitative metrics on ROI or sales growth to broaden the scope. The study's conclusion, emphasizing digital advertising's potential to bolster MSME competitiveness in the global era, delivers a clear and actionable message for entrepreneurs, policymakers, and digital marketing strategists alike.

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