The Role of Higher Education in Improving Micro, Small, and Medium Enterprises’ Performance; A Case Study: Untar untuk UMKM
- 10.2991/assehr.k.210805.222How to use a DOI?
- MSMEs, social media, product promotion
MSMEs (Usaha Mikro Kecil Menengah, or UMKM) are one of the important economic drivers in Indonesia. MSMEs can survive an economic crisis and can still run businesses with small capital. However, it takes effort to continue to develop the capacity of MSMEs in carrying out their business, so that they can grow into bigger businesses with good profits. One of the efforts made in fostering MSMEs is carried out by facilitating the promotion of MSMEs products using official social media belonging to Universitas Tarumanagara (Untar), so that it is increasingly known by consumers. This study aims to evaluate the Untar for MSMEs that has been launched for several month. The research methodology was conducted by observing the public and consumer responses to MSMEs products that were promoted through the official social media of Universitas Tarumanagara. The product display design has been made so well that it is interesting to look at. The results showed that the use of official social media from a credible higher education institution such as Universitas Tarumanagara received a positive response from the public and consumers seen from the number of visitors and those who gave likes to the product being promoted. Positive responses can also be observed from comments given by visitors to the products being promoted. The results of this study will become a reference in the development of further product promotion programs.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Agustinus Purna Irawan AU - Hetty Karunia Tunjungsari AU - Paula Tjatoerwidya Anggarina AU - Nicholas Rijako PY - 2021 DA - 2021/08/08 TI - The Role of Higher Education in Improving Micro, Small, and Medium Enterprises’ Performance; A Case Study: Untar untuk UMKM BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 1417 EP - 1420 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.222 DO - 10.2991/assehr.k.210805.222 ID - Irawan2021 ER -