Strategi Pemasaran Digital melalui Facebook dalam Membangun Kepercayaan Konsumen pada Produk UMKM di Kabupaten Ogan Komering Ilir

M Faros Prabaidka; Isna Wijayani

doi:10.61132/nuansa.v4i2.2853

Authors

M Faros Prabaidka Universitas Bina Darma Palembang
Isna Wijayani Universitas Bina Darma Palembang

DOI:

https://doi.org/10.61132/nuansa.v4i2.2853

Keywords:

Consumer Trust, Digital Marketing, Facebook, Marketing Communication Strategy

Abstract

This study examines the digital marketing communication strategy used by the micro, small, and medium enterprise Kerupuk Kemplang Ema Mulyadi to build consumer trust through Facebook in Ogan Komering Ilir Regency. A descriptive qualitative approach was employed. Informants were selected purposively and comprised the business owner, the Facebook account administrator, two consumers, a local customary leader, and a representative of the local cooperative and SME office. Data were collected through in-depth interviews, digital observation of the Facebook account, and documentation of profiles, posts, comments, private messages, and customer testimonials. Data validity was strengthened through source and method triangulation, while analysis followed the interactive model of data reduction, data display, and conclusion drawing. The findings show that the communication strategy is informative, persuasive, interactive, and relationship-oriented. Trust is developed through accurate information on prices, stock, package sizes, location, and ordering procedures; authentic product photographs; a clear business identity; polite responses; consistency between online information and delivered products; and customer experiences as social proof. Facebook profiles, photographs, captions, comments, Messenger, stories, groups, Marketplace, and sharing features form a communication flow from product recognition to information seeking, interaction, confirmation, and ordering. The main constraints include limited time and human resources, uneven content skills, device and network limitations, inconsistent posting, incomplete information, fragmented messages across channels, selective consumer attention, and doubts about account authenticity. Facebook therefore supports consumer trust, but its effectiveness depends on integrated content planning, consistent information standards, timely responses, secure account management, and systematic message recording.

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