Analisis Faktor-faktor yang Mempengaruhi Pemilihan Influencer dalam Strategi Promosi Produk UMKM Makaruni di TikTok dan Instagram

Abstract

This study aims to analyze the factors that influence the selection of influencers in Makaruni MSME product promotion strategies on TikTok and Instagram platforms. The use of influencer marketing is increasingly important for MSMEs, especially in increasing brand awareness, engagement, and sales. This study uses a qualitative method through in-depth interviews with Makaruni business owners. The results show that audience relevance, engagement level, communication style compatibility, and budget suitability are the main considerations in selecting influencers. The influencer marketing strategy has proven to be effective in improving Makaruni's social media performance and sales, as indicated by an increase in followers from 300 to 1,000, a surge in views from 1,000 to hundreds of thousands, engagement from 1-2% to 10-20%, and an increase in turnover from IDR 300,000 to IDR 1,500,000. These findings underscore the importance of selecting the right influencers for SMEs to optimize promotional efforts